Apple made a new revelation this week. iPad Pros, iPad Airs, a new Pencil and Magic Keyboard. But the glossy presentation – which Apple upgraded the silicon, The M4 chip – I feel like Apple has deprived its customers of what they really want.

The new 2024 iPad Pro looks, by all accounts, to be a high-quality machine, but something felt off about this “let loose” series of events. Apple got bogged down in false specifications by making products more expensive. If you're keeping score, the new Air is heavier than the Pro, the new Pencil has zero backward compatibility, and the new Magic Keyboard is only for the new iPad Pro. The new Pro is the thinnest and most expensive iPad ever, but it also has the most powerful AI chip — so it can cosplay as a MacBook? Perhaps Apple's offering was aimed more at Wall Street than Main Street.

See it: Apple's iPad Pro event was a flop.

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In this week's episode of one more thing, embedded above, I explain all the ways Apple missed the mark with this new batch of Event iPads. He gave us his “crush!” Advertisement, which Apple has now apologized. To strike the wrong tone.

But there's hope for the iPad lineup — and perhaps Apple would do well to remember the lessons of Steve Jobs and pare down the product line to get back to the basics.