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Apple's dilemma: 'Surface-ify' the iPad?

Gregg Keizer | Sept. 9, 2015
Analysts wrestle with whether Apple will arm a larger iPad Pro with its own keyboard.

Why? In part because of Microsoft Office. "Office on the iPad is one the best things to happen to Apple," Moorhead contended. "Office 365 has negated even the free productivity tools Apple provides," he held, talking about the free trio of Pages, Numbers and Keynote. Armed with Office, an iPad Pro would be, in Moorhead's words, "enterprise ready" and suitable for more than just the usual tasks tossed to a tablet, like email and light browsing.

Cook, naturally, has been optimistic about the iPad, regularly trumpeting its potential if not its actual sales. In July, during the most recent conference call with Wall Street, he touted iOS 9's productivity enhancements, including side-by-side apps. "The enterprise business is clearly picking up, and more and more companies are either contracting for or writing apps themselves," Cook maintained.

"I see a lot of runway ... I see opportunity left and right," Cook added about the iPad, perhaps with the anticipated Pro in mind.

Apple will kick off the Wednesday event at 10 a.m. PT (1 p.m. ET). A live-stream broadcast will be available from the firm's website on devices running iOS, OS X and Windows 10.


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