Apple Inc. is known for a consumer-first strategy that has reared years of must-have retail products, but the company made it clear at Wednesday’s product event that it is now targeting a whole new set of customers.
With the iPad Pro, a larger tablet with a screen that measures 12.9 inches diagonally, Apple has made its first major hardware push into the enterprise market with its mobile devices and pumped up a burgeoning attempt to overrun the enterprise market, where personal computers have long maintained a stronghold.
“Apple has made clear that it sees the enterprise as another opportunity,” said Pat Moorhead, principal analyst at Moor Insights & Strategy.
The push comes after six straight quarters of decelerating iPad sales, which the company has been trying to stem by encouraging more industry-specific uses for the tablet. Apple touts the iPad Pro as being faster than 80% of portable PCs shipped in the last 12 months, one of the reasons it sees vulnerability of PC dominance. PCs have been on the decline, with Gartner this summer predicting a 4.4% decline in shipments in 2015.
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