Eddy Cue, Tim Cook and Adobe Discuss iPad Pro Ahead of November 11 Launch

Following today's announcement that iPad Pro online orders begin November 11, with in-store availability later this week, CNNMoney and The Independent have published interviews with Apple executives Eddy Cue and Tim Cook respectively about the new 12.9-inch tablet.


Cue described the iPad Pro as great for consuming content, such as emails, news and websites, and spoke in general terms about how Apple pushes itself to "create tools that let people solve incredible problems." He also praised the tablet's new four-speaker design that delivers stereo sound.

"One of the things with the iPad Pro that’s amazing is the sound — it’s got four speakers on it," said Cue. "And so the first time -- even myself as we were developing it -- I got my hands on it and I heard it, it changed the way I thought of the product even. I didn’t realize how much of a difference it was going to make that you have stereo sound coming out of a device like this."

Cook also said the iPad Pro delivers a "first-class audio experience," and called the tablet a capable "laptop replacement" when used with a Smart Keyboard. The chief executive further emphasized that the Apple Pencil is not a stylus, but rather a sketching tool that complements the iPad Pro's traditional multi-touch input.

Smart-Keyboard-Apple-Pencil“Well, we didn’t really do a stylus, we did a Pencil. The traditional stylus is fat, it has really bad latency so you’re sketching here and it’s filling the line in somewhere behind. You can’t sketch with something like that, you need something that mimics the look and feel of the pencil itself or you’re not going to replace it. We’re not trying to replace finger touch, we’re complementing it with the Pencil.”

Cook believes the iPad Pro's target market will consist of a lot of PC users, customers without Apple products and existing iPad users looking to upgrade to a "very different" device. The tablet also has value for creative companies like Touchpress, the makers of several interactive musical apps for Apple devices.

Where the iPad Pro is concerned, Alex Johnston, Chief Marketing Officer, told me: “For a business like Touchpress with the kind of content we like to produce, we value the more beautiful screen, the better audio. We re-imagine familiar music or text in a way to give you fresh perspectives on it. So having more screen real estate allows us to do that a lot.

“The thing that struck me the most,” Johnston went on, “is that it completely transformed the iPad experience when you use the Pencil or the Keyboard with it. It’s not just that I want it because it’s the best iPad, it’s that the tools that go with it allow me to do things that my finger won’t allow me to do.”

Adobe has also shared a video where visual designers, illustrators, educators and other creative professionals offer positive first impressions of the iPad Pro and Apple Pencil, with a focus on Creative Cloud apps including Illustrator Draw, Photoshop Mix, Photoshop Sketch and Photoshop Fix.


iPad Pro pricing starts at $799 for the entry-level 32GB Wi-Fi only model. A 128GB Wi-Fi only model is available for $949, and a 128GB Wi-Fi + Cellular model is available for $1,079. The 12.9-inch tablet is available in the three signature iPad colors: Space Gray, Silver, and Gold.

Related Roundup: iPad Pro
Related Forum: iPad

Top Rated Comments

Benjamin Frost Avatar
77 months ago
It worries me that Eddy Cue's biggest praise of the iPad Pro is its speakers.

Then we have Cook calling it a "first class audio experience." Such hyperbole from Cook only serves to cast doubt on the whole device. I don't think anyone is going to buy an iPad Pro for its speakers, and I think it unlikely that it will outperform my B&O speakers.

If only Steve Jobs was here to spellbind us with his enthusiasm. I'm quite sure that he would have tantalised us with a compelling case for it, just as he did when he introduced the iPad and iPhone.

I think there is a market for the iPad Pro, but let's chop the iPad line. All we need is one iPad mini, one iPad Air and one iPad Pro. Anything more is unfocused fluff.

Here's to the crazy ones.
Score: 33 Votes (Like | Disagree)
Yoshi Yogurt Avatar
77 months ago
The iPad needs a file management system or else it will forever be a giant iPod touch.
Score: 28 Votes (Like | Disagree)
NickD73 Avatar
77 months ago
What a joke. How can he say he was surprised at the audio improvement with stereo speakers? Do these people use other products, or are they trapped in their own Apple bubble where everything is perfect until they change it. I think everyone for years now has wanted better iPad speakers.
Score: 25 Votes (Like | Disagree)
apolloa Avatar
77 months ago
The usual clap trap marketing BS from them then. And Eddy Cue needs to get out more if all he can come up with is what a revelation 'stereo sound' is! I mean seriously? The guy behind Apple music 'changed the way he thought about the iPad Pro' because it has stereo speakers!

Note how they are going to some length to 'distance' themselves from this by claiming they made a 'pencil' or 'sketching tool'



And yes Apple zealots, Jobs IS talking about tablet stylus.

It's all just marketing folks.
Score: 21 Votes (Like | Disagree)
farewelwilliams Avatar
77 months ago


Note how they are going to some length to 'distance' themselves from this by claiming they made a 'pencil' or 'sketching tool'

And yes Apple zealots, Jobs IS talking about tablet stylus.

It's all just marketing folks.
Steve was talking about if you needed a stylus to use the tablet, it wouldn't work. Apple Pencil is optional and purely for drawing, not needed for everyday use by an average consumer.
Score: 19 Votes (Like | Disagree)
Rogifan Avatar
77 months ago
Seriously Eddy Cue should not be out there pitching this product. He uses it to read email and go to websites? #facepalm
Score: 17 Votes (Like | Disagree)

Top Stories

calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
gradiente iphone white

Brazilian Electronics Company Revives Long-Running iPhone Trademark Dispute

Tuesday May 19, 2020 1:06 pm PDT by
Apple has been involved in a long-running iPhone trademark dispute in Brazil, which was revived today by IGB Electronica, a Brazilian consumer electronics company that originally registered the "iPhone" name in 2000. IGB Electronica fought a multi-year battle with Apple in an attempt to get exclusive rights to the "iPhone" trademark, but ultimately lost, and now the case has been brought to...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last October in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
omg lightning cable comparison

Security Researcher Develops Lightning Cable With Hidden Chip to Steal Passwords

Thursday September 2, 2021 6:59 am PDT by
A normal-looking Lightning cable that can used to steal data like passwords and send it to a hacker has been developed, Vice reports. The "OMG Cable" compared to Apple's Lightning to USB cable. The "OMG Cable" works exactly like a normal Lightning to USB cable and can log keystrokes from connected Mac keyboards, iPads, and iPhones, and then send this data to a bad actor who could be over a...
macbook air deals

Deals: Amazon Drops Price of 256GB M1 MacBook Air to New Low of $849.99 ($149 Off)

Friday August 27, 2021 6:16 am PDT by
Amazon today introduced new low prices on the M1 MacBook Air for both 256GB and 512GB storage options. To start, you can get the 256GB model for $849.99, down from an original price of $999.00. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Only Silver and Gold are...
maxresdefault

New MacBook Pro Models Coming at WWDC, Suggests Leaker

Monday May 24, 2021 1:27 pm PDT by
New MacBook Pro models are coming at WWDC, according to leaker Jon Prosser who has a mixed track record when it comes to predicting Apple's plans. Subscribe to the MacRumors YouTube channel for more videos. Prosser provided no additional information, but there are new 14 and 16-inch MacBook Pro models in the works. The new MacBook Pros will feature the most radical redesign to the MacBook Pro ...
M1X MBP Feature

Leaker: Upcoming MacBook Pro to See Price Hike Over Current Model, Equal Performance Across 14 and 16-Inch Sizes

Tuesday August 24, 2021 5:28 am PDT by
The upcoming 14-inch MacBook Pro is set to be more expensive than the current 13-inch MacBook Pro and both the 14 and 16-inch models will offer the same performance, according to the leaker known as "Dylandkt." The leaker shared the information on Twitter, explaining that both of the upcoming MacBook Pro models, expected to come in 14 and 16-inch sizes, will feature the same performance due...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...