Apple Shares New ‘What’s a Computer’ Ad Focused on iPad Pro Features

Apple today shared a new "What's a computer" iPad Pro ad on its YouTube channel, highlighting the myriad things an iPad Pro can do along with new iPad features introduced in iOS 11.

The video, set to the song "Go" by Louis The Child," shows off the iPad's versatility as a computer replacement, following a teen as she chats with friends, takes and edits photos, writes a paper, draws with the Apple Pencil, reads comics, and more while on the go.


Features and accessories covered in the video include split-screen multitasking, the iOS 11 dock, the iPad's camera capabilities, the Apple Pencil, the Smart Keyboard, and photo markup

At the end of the spot, the teen's mom asks her "What are you doing on your computer?" And she responds, "What's a computer?"

Apple has shared multiple iPad Pro ads in the past, positioning the device as a computer replacement. Most recently, Apple published several short tutorial videos designed to show off all of the new features introduced on iPad in iOS 11

Related Roundup: iPad Pro

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Vimeo Announces Support for HDR Video Playback on iPhone X, 2017 iPad Pro, and Apple TV 4K

Vimeo today announced that support for high dynamic range (HDR) videos has officially arrived across the company's entire suite of apps for the iPhone X, 2017 iPad Pro models, and Apple TV 4K. Vimeo said this means it's "the only video-hosting platform available in HDR" on Apple's platforms right now. This might be a reference to YouTube, which has been notably absent from including 4K video on its Apple TV app due to each company supporting different HDR codecs.

For Vimeo, the company said that it's enabling HDR with 10-bit graphics and a BT.2020 wide color gamut by leveraging the next-generation High Efficiency Video Coding (HEVC) standard to keep file sizes at manageable levels. This will allow video makers and editors who shoot in HDR the ability to upload to Vimeo "in the highest color accuracy possible."

We now support 10-bit video, which means the image quality is strikingly clear and cleaner than ever before. The precision and nuance of 10-bit allows us to upgrade from 16 million colors to 1 billion colors.

With BT.2020 (or Rec.2020) support and wider color gamuts (WCG), your image will now represent over 75% of the color that the human eye can see. That’s a big change: most modern color gamuts in videos are limited to a 35% color range. But with BT.2020, we can truly depict your deepest reds, brightest greens, and darkest blacks like never before.
The new support also unlocks resolutions in up to 8K, according to Vimeo, which viewers can watch on devices that support output of these resolution levels (4K, 5K, 6K, and 8K), or download them for file sharing later. Because Vimeo is also a video marketplace where creators can sell videos, the company noted that 8K Ultra HD support isn't just about streaming video (since 8K displays are still nascent in the market), but also for selling, distributing, and submitting videos to festivals "in the best quality possible."

Viewers will be able to know when a video is available in HDR with an included "HDR" badge on the video page and player, which Vimeo automatically detects and displays. Like all HDR and high-resolution content, viewers will need a screen that supports HDR 10 and HEVC, so anyone with an iPhone X, a model of the latest iPad Pro from 2017, and Apple TV 4K will be able to watch this content on their devices.

La La La from Rus Khasanov on Vimeo.


Vimeo content in HDR will also include a separate standard definition version of the video, for users who don't have access to HDR-capable devices. Any device will be able to download HDR HEVC files so they can share and transfer the videos to other platforms, as well.

For more information on Vimeo's HDR support, check out the company's blog post here. Vimeo is available for free on the iOS App Store [Direct Link] and tvOS App Store.

Related Roundups: iPad Pro, Apple TV, iPhone X
Tags: Vimeo, HDR

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2018 iPad Pro Models Could Have Very Fast Octa-Core A11X Bionic Chip

Apple's next-generation iPad Pro models released in 2018 will feature octa-core processors, based on Taiwanese supplier TSMC's improved 7nm manufacturing process, according to Chinese website MyDrivers.

iPad Pro with slim bezels and no Home button rendered by Benjamin Geskin

The report, citing sources within Apple's supply chain, claims the eight cores in the tentatively named A11X Bionic chip will include three high-performance "Monsoon" cores and five energy-efficient "Mistral" cores.

Like the A11 Bionic chip in the latest iPhone models, which is built on a 10-nanometer process, the A11X chip will reportedly feature TSMC's integrated fan-out wafer level packaging, or InFO WLP for short.

The chip will also presumably include a next-generation M11 coprocessor and neural engine for artificial intelligence tasks, such as processing facial recognition given rumors about Face ID on 2018 iPad Pro models.

The eight-core processor should unsurprisingly result in CPU performance improvements on next-generation iPad Pro models.

Our own Chris Jenkins provided an in-depth look at the architecture of Apple's A11 Bionic chip. He also highlighted details about TSMC's improved 7nm process and advanced InFO packaging process for 2018.

Apple's current 10.5-inch and 12.9-inch iPad Pro models have an A10X Fusion chip based on TSCM's 10nm fabrication process.

In addition to gaining Face ID, next-generation iPad Pro models are expected to have an iPhone X form factor with slimmer bezels and no Home button. However, the tablets will reportedly continue to have LCD displays due to yield rates.

Related Roundup: iPad Pro

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Apple Developing Redesigned 2018 iPad With Face ID, Slimmer Bezels and No Home Button

Apple is working on a new high-end 2018 iPad that will adopt many of the design elements from the revamped iPhone X, reports Bloomberg. The new tablet device, which is likely to be a "Pro" model, will reportedly do away with the Home button.


It will feature slimmer edges, a faster processor, a custom Apple-built GPU, and built-in support for Face ID, allowing it to be unlocked with a facial scan much like the iPhone X. With Face ID, there's no need for a Touch ID Home button.
By removing the home button, Apple plans to noticeably reduce the size of the edges on the top and bottom of the device for the first time since its introduction in 2010, bringing the design closer to that of the recently released flagship iPhone X. The new version will mark the first revamped look for the iPad since the first iPad Pro debuted in 2015.
While the new 2018 iPad is said to be adopting many iPhone X features, Bloomberg's sources do not believe it will feature an OLED display. Instead, it will continue to use an LCD, likely because Apple suppliers are still working on ramping up OLED production. Samsung continues to be the only display maker capable of producing OLED displays suitable for an iPad, but technical and financial constraints will prevent Apple from adopting OLED at this time.

A new version of its Apple Pencil and new "software tools" for using the stylus are also said to be in development alongside the new iPad model.

According to Bloomberg, the revamped iPad is expected to be released "a little more than a year" after the prior iPad Pro update, suggesting it could see a launch sometime around September. Apple refreshed its iPad Pro lineup in June of 2017 at the Worldwide Developers Conference.

Today's rumor is in line with prior reports from reliable KGI Securities analyst Ming-Chi Kuo, who previously said he believes iPad Pro models set to be released in 2018 will come equipped with a TrueDepth Camera and support for Face ID.

Related Roundup: iPad Pro

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2018 iPad Pro Models May Feature TrueDepth Camera for Face ID

iPad Pro models set to be released in 2018 will come equipped with a TrueDepth Camera and will support Face ID, KGI Securities analyst Ming-Chi Kuo told investors in a note this morning.

Kuo believes Apple will add TrueDepth cameras to the iPad Pro to introduce a user experience that's consistent with the iPhone X and boost competitiveness. With all high-end iOS devices equipped with TrueDepth Cameras, "ecosystem development" will also benefit.


According to Kuo, TrueDepth Cameras will be limited to the iPad Pro, which is Apple's main flagship tablet device. Kuo also predicts 2018 iPhone models will adopt the new camera technology coming in the iPhone X, as he has mentioned in a previous note.
We predict iOS devices to be equipped with TrueDepth Camera in 2018F will include iPhone X and 2018 new iPhone and iPad models. Because of this, we believe more developers will pay attention to TrueDepth Camera/ facial recognition related applications. We expect Apple's (US) major promotion of facial recognition related applications will encourage the Android camp to also dedicate more resources to developing hardware and facial recognition applications.
With Apple embracing facial recognition and the TrueDepth Camera, Kuo reiterated that he expects Android smartphone makers to begin researching facial recognition technology, abandoning under-screen fingerprint recognition technology. Apple has a serious lead over its competitors though, with Kuo previously saying it will take up to 2.5 years for Android hardware to catch up with the TrueDepth camera.

The iPhone X, Apple's first product with a TrueDepth Camera for Face ID, is set to be released to the public on November 3. It's not clear when the company plans to introduce new iPad Pro models, but the new devices could come as soon as the first half of 2018. The iPad Pro was last updated in June of 2017, introducing a new 10.5-inch model with slimmer bezels and new display technology.

Related Roundups: iPad Pro, iPad Pro, iPhone X

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Apple Releases New iPad Pro Tutorial Videos Covering iOS 11 Features

Apple today uploaded several new tutorial videos designed to teach users about lesser-known features on the iPad Pro, including some features that were just introduced in iOS 11.

Apple's new videos cover copy and pasting across devices, retouching a photo using the Pixelmator app for iPad, and converting handwritten notes to text in the Notes app. Apple's Pixelmator tutorial video is the first time the company has released a tutorial for a third-party app.






Converting handwritten notes to text is a feature that was just introduced in iOS 11, but copy and pasting across devices is something that's been around since iOS 10. Pixelmator's retouching tools have also been available since before iOS 11, but the app will undoubtedly gain support for iOS 11 features like Drag and Drop.

Apple has released several tutorial-style videos in the past, teaching users how to use the camera features in the iPhone 7 and iOS 11 iPad Pro features like multi-tasking and using the new Dock.


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Apple Raises Prices on All 256 and 512GB iPad Pro Models by $50

Following today's event that saw the introduction of the iPhone X, iPhone 8, iPhone 8 Plus, Apple Watch Series 3, and 4K Apple TV, Apple has quietly raised the prices on all of its 256 and 512GB iPad Pro models.

All 256 and 512GB 10.5 and 12.9-inch iPad Pro models are $50 more expensive. For the 10.5-inch iPad Pro, Apple now charges $649 for the 64GB model, $799 for the 256GB model, and $999 for the 512GB model.


For the 12.9-inch iPad Pro, Apple charges $799 for the 64GB model, $949 for the 256GB model, and $1149 for the 512GB model. All cellular models are an additional $130 over the above listed prices.

Prior to today, 12.9-inch iPad Pro pricing was $799/$899/$1099 for the 64/256/512GB models, while 10.5-inch iPad Pro pricing was $649/$749/$949.

It is not clear why Apple has decided to raise the prices on its iPad Pro models, but prices could be increasing due to increased costs for memory.

Best Buy has already updated its iPad Pro pricing to reflect price increase, but other sites have not yet done so. If you plan to purchase a higher-capacity iPad Pro, now is the time to do it at a site that still offers the original price. For the best deals, check out our Deals Roundup, which features price charts for all Apple devices, including the iPad Pro.


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Apple Releases New Accessories and Cases for iPhone 8 and iPhone X

Following Apple's Tuesday event that saw the debut of the new iPhone 8, iPhone 8 Plus, and iPhone X, Apple has introduced a range of new wireless accessories and cases in a selection of new colors.

There's a new Leather Folio case specifically designed for the iPhone X, with a front cover that protects the display of the device when not in use. The Leather Folio case is priced at $99 and comes in Cosmos Blue, Taupe, Black, and Berry. Because the iPhone X will not be shipping out to customers until November, the Leather Folio case is not yet available for purchase.


Along with the Folio Case, Apple has introduced new standard Silicone and Leather cases for the iPhone X, the iPhone 8, and the iPhone 8 Plus. Because the iPhone 8 and 8 Plus are nearly identical in size and shape to the iPhone 7 and iPhone 7 Plus, these new cases also fit Apple's existing devices.

The iPhone X Silicone Case is priced at $39 and comes in Blue Cobalt, Rose Red, Ultra Violet, Dark Olive, White, Pink Sand, Midnight Blue, Black, and (PRODUCT)RED.


The iPhone X Leather Case is priced at $49 and comes in Cosmos Blue, Pink Fuchsia, Dark Aubergine, Charcoal Gray, Taupe, Saddle Brown, Midnight Blue, Black, and (PRODUCT)RED.


iPhone 8 and 8 Plus Silicone Cases are priced at $35 and $39, respectively, and come in Blue Cobalt, Rose Red, Ultra Violet, Dark Olive, White, Pink Sand, Midnight Blue, Black, and (PRODUCT)RED.

iPhone 8 and 8 Plus Leather Cases are priced at $45 and $49, respectively, and come in Cosmos Blue, Pink Fuchsia, Dark Aubergine, Charcoal Gray, Taupe, Saddle Brown, Black, Midnight Blue, and (PRODUCT)RED.

There are two Qi wireless chargers built for the iPhone X and the iPhone 8, designed by Mophie and Belkin. Both are simple charging pads that plug into the wall and then charge the iPhone X/iPhone 8 inductively. Belkin's solution (on the left in the image below) is priced at $59.95 and comes in white. Mophie's charging base comes in black and is also priced at $59.95. Neither charging base is available as of yet and there's no release date available.


The $49 iPhone Lightning Dock, which will work with both the iPhone 8 and the iPhone X in lieu of wireless charging, is available in a new shade of gold that matches the new gold color available for the iPhone 8 and the iPhone 8 Plus. Black, Silver, Space Gray, and Rose Gold continue to be available as well. The new dock is available today.


Though there were no iPad updates today, Apple has introduced accessories for the device in a range of new colors. There's a new (PRODUCT)RED Leather Sleeve priced at $129, and a new (PRODUCT)RED Apple Pencil Case priced at $29.


Smart Covers for the 10.5-inch iPad Pro models are available in new colors as well. Silicone Smart Covers now come in Blue Cobalt, Rose Red, Ultra Violet, and (PRODUCT)RED while Leather Smart Covers come in Pink Fuchsia and (PRODUCT)RED.


Most of the new iPhone and iPad cases are available for delivery this week, with the exception of the cases designed for the iPhone X. Those are unlikely to be available until November, when the iPhone X launches.

Related Roundups: iPad Pro, iPhone 8, iPhone X
Buyer's Guide: 10.5" iPad Pro (Buy Now)

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Apple’s iPad Sales Up 15% Year-Over-Year in 3Q 2017

Apple in June introduced new 10.5 and 12.9-inch iPad Pro models with new features like a faster processor and an improved ProMotion display with a 120Hz refresh rate, and it appears these new tablets are appealing to consumers.

Apple sold over 11.4 million iPads during the third quarter of 2017, according to today's earnings results, bringing in nearly $5 billion in revenue for the company.


That's up 15 percent from the third quarter of 2016, where Apple sold just under 10 million iPads. Compared to the second quarter of 2017, iPad sales are up an impressive 28 percent, indeed suggesting the new iPad Pro models have been a hit.

Apple also released a low-cost revamped "iPad" earlier this year, and its $329 price tag combined with a speedy A9 processor may also be driving iPad sales. iPad sales may climb even higher next quarter as the new iPad Pro models were introduced towards the end of the third quarter in June.

At 11.4 million iPads sold, Apple far exceeded analyst expectations. Many analysts forecasted a decline in sales, predicting Apple would sell only 7 to 9.8 million iPads during the quarter.

Prior to mid-2016, Apple saw a 10 quarter decline in iPad revenue, but numbers have climbed since the introduction of the iPad Pro and Apple's effort to position it as a full PC replacement.


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New iPad Pro’s A10X Chip Revealed as First Manufactured Using TSMC’s 10nm Process

With the launch of the new iPad Pro models at WWDC this year, Apple introduced new 10.5-inch and 12.9-inch devices that both came with an A10X Fusion Chip, which is said to deliver 30 percent faster CPU performance than previous-generation iPad Pro models and 40 percent faster graphics performance. The manufacturing process by which Apple fabricated the chip was never clear, but now TechInsights has confirmed that the A10X chip was built using a 10-nanometer FinFET process.

Specifically, the the chips were built using Taiwan Semiconductor Manufacturing Company's new 10-nanometer FinFET process, making the A10X the first TSMC 10-nanometer chip to show up in a consumer device. In comparison, the A9 and A10 were built using a 16-nanometer process, the A8 used a 20-nanometer process, and the A7 used a 28-nanometer process. As AnandTech pointed out, the A9, A8, and A7 were all iPhone chips that debuted a new process node at the time of their manufacturing, so it's unclear why Apple decided to fabricate a mid-generation X-series chip within an iPad on a new process node this time around.

Image via TechInsights

Compared to previous SoC standards not in the X-series, the A10X (96.4mm squared) is 24 percent smaller than the A10 (125mm squared), and 9 percent smaller than the A9 (104.5mm squared). For previous X-series chips, the A10X is 34 percent smaller than the A9X and 20 percent smaller than the A6X. "In other words, Apple has never made an iPad SoC this small before," AnandTech explained.
Ultimately what this means is that in terms of design and features, A10X is relatively straightforward. It’s a proper pipecleaner product for a new process, and one that is geared to take full advantage of the die space savings as opposed to spending those savings on new features/transistors.
TechInsights' die shot revealed some details about the floorplan of the A10X, including 12 GPU clusters on the left and CPU cores on the right, but otherwise the shots weren't clean enough to draw any more information about the chip that Apple hasn't already confirmed. The "conservative" SoC is said to be largely similar to the A9X SoC, with a few differences: the A10X includes 3 Fusion CPU core pairs, up from 2 on the A10 and A9X, and has seen a bump in the L2 cache to 8MB, up from 3MB on the A9X.

Image via AnandTech

The GPU sticks with 12 clusters, seen in the floorplan, which the A9X also had, meaning that "the only major change is the CPU cores." So the A10X is more powerful than the A9X at a significant decrease in die size, as is typical with Apple's manufacturing processes. One confirmation offered by the die shot appears to be that Apple is still using Imagination Technology's PowerVR architecture in the A10X SoC. This past April, Apple told the manufacturer it would stop using its graphics technology in its devices within two years time, because the Cupertino company is developing its own independent graphics processing chips.

In March it was reported that TSMC was gearing up to begin production on the iPhone 8's A11 chip, and after a delay that production has officially begun, also using the manufacturer's 10-nanometer FinFET process. In general, the jump to 10-nanometer instead of 16-nanometer will yield chips that are more power efficient, resulting in user experiences that are snappier.

For TSMC, the 10-nanometer FinFET process is predicted to be a short-lived node, as it's said that the manufacturer is gearing up to jump to a 7-nanometer process in 2018. Other manufacturers, including Samsung and Intel, are believed to stick with 10-nanometer as their main fabrication process for a bit longer than TSMC.


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