Everyone has been appropriately buzzing about the new iOS 10 features to the point that many tech reporters already had outlines of articles and graphics made up so that the news could be reported quickly.
But in a strange twist, nothing really came. While last year didn't have the iPad front and center, they still at least talked about it. This year, Apple spent nearly two hours talking about new software features and not a single one of those features was specific to the iPad. tvOS adds to the streaming box, macOS puts Siri onto your computer, and iOS 10 changes up Siri and iMessage.
So is the iPad the forgotten middle child of Apple?
Of course, all of these improvements were needed and wanted, but why are we forgoing the iPad in all marketing?
Towards the end of the keynote address, Craig Federighi mentioned that iPad users would be able to split their screens on iOS 10, which is a pretty cool feature. They also talked about Swift Playgrounds, an app aimed at teaching children how to code.
Everything they talked about was quickly wrapped up with an "and this will work on iPad too."
Many were hoping that there would be more to the iPad Pro line so that they could completely let go of their Macs, but nothing.
Viewing two Safari tabs at the same time is really cool, but there are so many other things that could be improved that the company hasn't addressed. There are some overall improvements that will at least help the iPad - including widgets, columns, iMessage, and Siri.
9to5Mac talks about a new three-pane view in Notes and Apple Mail which could help people who do a lot of business on their phones. The added column will make it easier to move emails around or compare notes.
We also don't know everything about it yet, so maybe they will come out with something that will surprise us. Or maybe they will surprise us with a second generation iPad Pro with all new software.
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Either way, let's hope this doesn't mean the end of great technological improvements for current iPads.