IMO it's telling that the lineup here is bucketized by screen size and not model. Screen size, processor performance, storage, sensors, etc are ambiguous concepts that don't mean much in their own merit. People don't really think "my priority is 8.3 inches"; people think in terms of use cases and cost.

For laptops the buckets are portability and performance. These two will always be at odds, and people will gladly prioritize one over the other; these are the ingredients you need for creating a model lineup. Each model prioritizes something different:

- Affordability, MacBook Neo

- Portability, MacBook Air

- Performance, MacBook Pro

There's people who will be carry this machine everywhere and will gladly sacrifice performance for portability. There's people who will gladly use a laptop as essentially a desktop they can occasionally move if it means maximum power. You even see this in the wider market; there's a clear category of laptops praised by their portability (ultrabooks), and another group praised by their power (gaming laptops).

I don't think there's an equivalent for tablets, since people don't really seem to need them for that much (lol). Apple has been focusing a lot on portability, but the market of people who carry their tablet everywhere isn't really that big, most people use them at home [1]. Digital nomads, students, PMs hopping around meetings: they're on laptops. Same with performance; people who need performance are on laptops.

The killer use-cases for tablets seem to be drawing and media consumption, but not only is drawing not a huge market, these two aren't at odds. Both are better with a better, bigger screen. A single dimension for improvement doesn't give you the ingredients for creating a model lineup, it gives you the ingredients for a price ladder where more money just gets you a bigger, better screen.

I think the iPad's lineup could be simplified to just one model, but I understand Apple want's to have several for marketing and price-ladder delineation, like it does with the iPhone. In that case, I think like the iPhone, the iPad could do with less overlap:

- 8.3", $ (iPad mini, affordable)

- 11", $$ (iPad, standard)

- 13", $$$ (iPad Pro, better in pretty much every way)

And keep the iPad Air in the same space as the iPhone Air, a novelty luxurious product that isn't the fastest nor the most affordable, but showcases premium hardware and what the future could look like.

I think Apple doesn't do this because it hopes to discover what people want through the grid of different screen size, thinness, performance, etc permutations that currently exist, but oh well.

[1]: https://static.googleusercontent.com/media/research.google.c...

I wonder what the mood is like internally too. I can only imagine there some level of employee discontent.

For anyone interested, they published the post-mortem of the referenced incident:

https://withpersona.com/blog/post-incident-review-source-map...

Thanks for the link

I'll note that Persona's CEO responded on LinkedIn [1] pointing out that:

  - No personal data processed is used for AI/model training. Data is exclusively used to confirm your identity.
  - All biometric personal data is deleted immediately after processing.
  - All other personal data processed is automatically deleted within 30 days. Data is retained during this period to help users troubleshoot.
  - The only subprocessors (8) used to verify your identity are: AWS, Confluent, DBT, ElasticSearch, Google Cloud Platform, MongoDB, Sigma Computing, Snowflake

I have I've worked on projects that require legal to get involved and you do end up with documents that sound excessively broad. I can see how one can paint a much grimmer picture from documents than what's happening in reality. It's good to point it out and force clarity out of these types of services.

[1]: https://www.linkedin.com/feed/update/urn:li:activity:7430615...