Apple’s new iPad Pro comes in two sizes, and starts at $999. It also has a new add-on case called Smart Keyboard that makes it feel like a laptop.
Apple‘s new iPad Pro and iPad Air models launch Wednesday. I’ve been testing the new iPad Pro for several days and what I found is that it’s a very nice iPad.
This is an important launch for Apple. Earlier this month, the company reported a 16% year-over-year drop in iPad revenue for its fiscal second quarter. Apple hasn’t rolled out a new iPad since October 2022.
The new iPad Pro is fast, with the latest M4 chip, and it has a new OLED display that’s more colorful than prior screens. It’s the thinnest product Apple has ever launched.
But, it still runs the same iPad software, and that’s starting to feel dated. The fully loaded out model I tested costs about $2,499. That’s before you add the $350 keyboard and $129 Apple Pencil Pro, which will help you get more out of the device.
It’s time Apple makes this more than just an iPad. The software, called iPadOS, needs to catch up to the hardware.
Here’s what you need to know about it.
What’s good
The new iPad Pro models can be seen at an Apple event. The new iPad Pro is the first Apple device with the M4 chip. The larger version with a 13-inch display is the thinnest Apple device to date with a thickness of 5.1 millimetres.
Christoph Dernbach | Picture Alliance | Getty Images
The new iPad Pros cost $200 more than the models they replaced. I tested the larger 13-inch iPad Pro, which starts at $1,299 before storage and 5G upgrades. The 11-inch model starts at $999.
The first thing I noticed when I picked it up was its thinness. It’s noticeable compared to the M1 iPad Pro I’ve used for the past several years. And it’s lighter. That’s especially nice on the 13-inch model, which replaces the 12.9-inch version. I always thought it felt too heavy and clunky to use as a tablet. It still feels big, but it’s more manageable.
The new OLED screen is another highlight. It’s clear and super colorful. It’s similar to the OLED screen Apple has used on its iPhones Pro for years but not on iPads. The screen adapts, getting brighter in dark movies or showing scenes with explosions. And professional video and photo editors will appreciate its color accuracy. I loved using it for movies and while playing Diablo Immortal. The game will look better once Activision Blizzard releases an update enabling improved graphics for the M4 iPad Pro. The four stereo speakers sound nice and loud but not tinny.
The camera is finally in the right place. It’s along the landscape edge of the iPad so that, when it’s propped up, it’s dead center for FaceTime calls. It used to be on the top of the iPad, forcing that awkward glance to the side during video calls. The quality was nice and clear during my tests and I like that the camera, using the Center Stage features, followed me as I moved around the room.
2024 13-inch Apple iPad Pro
Todd Haselton | CNBC
The iPad has the latest and greatest M4 chip, which hasn’t launched on Macs yet. I ran a GeekBench multicore benchmark test that shows it scoring 48% higher than the prior M2 iPad Pro. Apple promises up to 4x faster rendering over the M2 and 1.5x faster processor performance, which means video editing in Final Cut Pro for iPad and rendering things like 3D models is quicker for professionals who need it. The M4 also has a special engine that helps power the “Tandem OLED” displays. Apple took a unique approach to the iPad by stacking two OLED screens on top of one another, which requires this special part of the M4 chip to work.
The iPad Pro felt quick when I ran two apps side-by-side, switching between Slack and the web browser, or loading into games. Apps switch in an instant. It wasn’t much different than my M1 iPad for everyday stuff, like browsing the web and opening apps, which seems to be how iPads are mostly used. More on that in the next section.
2024 13-inch Apple iPad Pro
Todd Haselton | CNBC
The new iPads Pro support Apple’s updated $350 Magic Keyboard for iPad Pro (the 11-inch version is $300). It’s awesome and is just like typing on a Mac with a full function row above the number keys to switch apps, adjust the volume or brightness and more. Apple added a much larger trackpad and an aluminum palm rest but kept the same soft outside and “floating” screen mechanism, which allows you to snap the iPad onto the case using its magnetic pins and tilt it back and forth.
2024 13-inch Apple iPad Pro
Todd Haselton | CNBC
The updated Apple Pencil Pro is also a lot of fun. I mostly use the Apple Pencil to sign documents. But folks who draw or paint on their iPads, or need more control in 3D or video apps, will like the new features. I liked squeezing it to change between the tool — pencil or brush or eraser and the color — and the haptic pulse to confirm you’ve squeezed it. Developers can add the squeeze function to their apps so you can access different tools in different apps. The added gyroscope also allows you to tilt and twirl the pencil to change your pencil or pen stroke. Double tap is convenient, too, allowing you to switch between a pencil and eraser tool, for example. The hover function previews where you’re going to touch the display.
Apple promises the same battery life as the last iPads Pro. So you get about 10 hours of web browsing or watching video, or nine hours if you’re browsing the web on a cellular connection. That lined up with what I received during my tests. Expect to get a full workday of use. Still, it’s impressive given this iPad is 1.3mm thinner and 103 grams lighter than the last 12.9-inch iPad Pro.
What’s bad
2024 13-inch Apple iPad Pro
Todd Haselton | CNBC
Here’s my biggest gripe about the Pro models: The software, iPadOS, is what you’ll get on any other iPad. And while I think it works great, it’s time for the Pro models to have a better operating system.
My guess is Apple has something big planned for next month’s Worldwide Developers Conference and I hope it addresses this. I probably won’t get my wish, but I’d love to see the iPad Pro act just like a Mac. Plop it into the keyboard and it turns into a touchscreen MacBook. Lift it off and use it like a regular iPad. It has a newer processor than Apple’s MacBooks, so this should be possible if it’s something Apple wants. Regardless, we need better multitasking.
Stage Manager on the iPad Pro
Todd Haselton | CNBC
Apple’s “Stage Manager” feature was supposed to make it easier to run multiple apps and switch between them, but it’s still too confusing and clunky. Apps should open in separate windows and minimize just like on a Mac. And, since the M-series processors also power Macs, we should be able to run Mac apps, too.
Apple talked a lot about artificial intelligence when it announced the new iPads. But, most of the AI is what Apple has previously called machine learning. A lot of stuff that happens behind the scenes. The camera can take multiple pictures of a document and scan it more accurately, for example. AI can isolate backgrounds in Final Cut Pro or generate music in apps like StaffPad. Apple CEO Tim Cook has said he’ll talk about generative AI during WWDC in June, so there are likely more features coming.
Lastly, I wish the iPads Pro supported an always-on display like Apple’s iPhones Pro. It would let me glance at the iPad to see notifications, music, widgets and more. However, the iPad’s screen refresh rate bottoms out at 10hz instead of 1hz, which means it would still refresh too often and drain more power.
Should you buy the 2024 iPad Pro?
2024 13-inch Apple iPad Pro
Todd Haselton | CNBC
It depends on what you need. It’s my favorite iPad to date, even though I don’t need the faster chip. I love how thin it is and that it’s lighter than the earlier iPads. The updated keyboard is great. The new Apple Pencil Pro works well, but creatives will use it more than I do.
I still think the 13-inch is a little too big and would steer most folks to the 11-inch model. If you don’t care about needing all the speed, you should consider the new iPad Air, which costs less and also comes with a bigger 13-inch screen. If you just need a tablet to browse the web, play games and check email, get the $350 iPad.
Tony Xu, co-founder and CEO of DoorDash Inc., smiles during the Wall Street Journal Tech Live conference in Laguna Beach, California, on Oct. 22, 2019.
Martina Albertazzi | Bloomberg | Getty Images
During the depths of the Covid pandemic, with restaurants around the country facing an existential crisis, DoorDash CEO Tony Xu had an unconventional proposal. He wanted to cut commissions.
Chief Business Officer Keith Yandell worried that such a move would result in a massive hit to profits ahead of the company’s planned IPO. But Xu made a persuasive case.
“If restaurants don’t thrive, we cannot,” Yandell told CNBC in a recent interview, recalling Xu’s perspective at the time. “We need to take a leadership position.”
The company ended up sacrificing over $100 million in fees, Xu later said.
Since starting DoorDash on the campus of Stanford University in 2013, the now 40-year-old CEO has navigated the notoriously cutthroat and low-margin business of food delivery, building a company that Wall Street today values at close to $90 billion. The stock has emerged as a tech darling this year, jumping 23%, while the Nasdaq is still down for the year largely on tariff concerns.
More than four years after its IPO, net profits remain slim. But that’s not getting in the way of Xu’s mission to become an industry consolidator, using a combination of cash and new debt to fuel an acquisition spree at a time when big tech deals remain scarce. Earlier this month, DoorDash scooped up British food delivery startup Deliveroo for about $3.9 billion and restaurant technology company SevenRooms for $1.2 billion.
“What we’ve delivered for a customer yesterday probably isn’t good enough for what we will deliver for them today,” Xu told CNBC’s “Squawk Box” after the deals were announced.
This week DoorDash announced the pricing of $2.5 billion in convertible debt, and said the proceeds could be used in part for acquisitions.
Doordash food delivery service in New York City on Feb. 13, 2025.
Danielle DeVries | CNBC
The San Francisco-based company has a history with scooping up competitors to grow market share. In 2019, it bought food delivery competitor Caviar for $410 million from Square, now known as Block. About two years later, DoorDash said it was paying $8.1 billion for international delivery platform Wolt. The deal was its last big transaction until this month.
When DoorDash entered the food delivery market, it had to face off against the likes of GrubHub and Seamless, which later joined forces. That combined entity was bought late last year by restaurant owner Wonder Group. In 2014, Uber launched Uber Eats, which is now DoorDash’s biggest competitor in the U.S.
“It’s a very competitive market, and I think merchants do have choice,” Xu said in the CNBC interview. “What we’re focused on is always trying to innovate and bring new products to match increasing standards and expectations from customers.”
DoorDash didn’t make Xu available for an interview for this story, but provided a statement about the company’s acquisition strategy.
“We’re very picky, very patient, and conscious that, for most companies, deals don’t work out in hindsight,” the company said. “When we see an opportunity that brings value to customers, expands our potential to empower local economies around the world, and has a path to strong long-term returns on capital, we tend to push our chips in.”
Taking on the suburbs
DoorDash differentiated itself early on by cornering suburban markets that had fewer delivery options, while other players attacked city centers. When Covid shut down restaurant dining in early 2020, DoorDash capitalized on the booming demand for deliveries. Revenue more than tripled that year, and grew 69% in 2021.
Colleagues and early investors credit a customer-first focus for much of Xu’s success. Gokul Rajaram, who joined DoorDash through its Caviar acquisition, described Xu as “the best operational leader in the U.S.” after Amazon founder Jeff Bezos.
Restaurants haven’t universally viewed DoorDash as an ally. Commissions can reach as high as 30%, which is a hefty cut to fork over. Many restaurants have reluctantly paid the high fees because of DoorDash’s dominant market share, which reached an estimated 67%. In 2021, the company introduced three tiers of pricing, with a basic option at 15% for more price-sensitive businesses.
DoorDash needs the high fees in order to stay in the black. The company’s contribution profit as a percentage of total marketplace volume hovers below 5%.
Colleagues who have known Xu for decades say the food delivery entrepreneur hasn’t changed much since the early days of the company.
Yandell said Xu once took advice from his young daughter, who complained about a routing issue while accompanying him on food delivery orders. All employees, including Xu, are required to complete orders and handle support calls every year as part of the company’s WeDash program.
In a part of the country known for the pomp of its wealthy founders, Xu has a very different reputation.
Early workers recall memories of Xu pulling up in a dilapidated green 2001 Honda Accord to team events, or participating in company knockout basketball games referred to as “knockys,” next to the animal hospital in Palo Alto, which DoorDash briefly called its headquarters. Xu also personally approved every offer for the company’s first 4,000 employees.
Xu spends many mornings answering customer service complaints. He often drops his kids off at school and, after tucking them in at night, hops on calls with international regions, colleagues say. Xu is an avid Gold State Warriors basketball fan but has a soft spot for the Chicago Bulls, having spent many years in Illinois. Once or twice a week, Xu squeezes in a morning run, and will often do so while traveling to explore different neighborhoods and stores.
Xu was born in China and moved with his family to Champaign, Illinois, in 1989. Growing up, he played basketball and mowed lawns to save up for a Nintendo. He told Stanford’s View From the Top podcast in 2021 that the experience, and watching his parents hustle, taught him how to “earn your way into better things.”
His “characteristics became the company’s values,” said Alfred Lin, an early DoorDash investor and partner at venture firm Sequoia.
Xu often attributes his entrepreneurial spirit to his parents. His mother worked as a doctor in China, and juggled three jobs in the U.S. for over a decade, saving up enough to eventually open a medical clinic. His father worked as a waiter while pursuing a Ph.D. Xu said on the podcast that watching his mom gave him a deep understanding of what it takes to run a small business, which came in handy in DoorDash’s early years as he was trying to convert restaurants into customers.
‘Ten times harder’
Employees say Xu has a reputation for detecting hidden talents among his colleagues. Jessica Lachs, the company’s chief analytics officer, was working as a general manager assisting with DoorDash’s Los Angeles launch when Xu guided her toward her passion for data.
“He believes in leaning into the things you’re really good at, rather than trying to be mediocre at a lot of things,” she said.
After Toby Espinosa, DoorDash’s ads vice president, lost a deal with a major fast food company during his early years at the startup, Xu told him to work “10 times harder” and become an expert in his field. A few years later, the company secured the partnership, Espinosa said.
Grit and struggle defined the early years of DoorDash. The founding team of four managed deliveries around Stanford and Palo Alto though a Google Voice number directed to their cellphones.
DoorDash emerged out of a Stanford business school course known as Startup Garage, taught by Professor Stefanos Zenios. The class requires students to present a business idea, test it, and then pitch it to investors.
Zenios said Xu stood out with his data-driven approach and natural leadership qualities. The team tested two different ideas, including a platform that helped small businesses better track the effectiveness of their marketing, he recalls. Zenios called the idea to target suburban areas a “brilliant insight.”
Xu and his team entered Y Combinator in the summer of 2013. The three-month startup accelerator program is known for spawning companies like Airbnb, Stripe and Reddit. Every session culminates with a demo day in front of some of Silicon Valley’s biggest investors.
The DoorDash idea excited Paul Buchheit, creator of Gmail and a partner at Y Combinator. But like many other potential investors, Buchheit was skeptical about the economic model.
“You had a talented team of founders working on what I thought was an idea that had potential,” he said. “That’s basically the formula for a good startup.”
On pitch day, the company failed to lure any venture firms, but Buchheit later participated as a seed investor.
Shortly after demo day, DoorDash encountered Saar Gur of Charles River Ventures. Gur had been looking for a food delivery platform to back and was conducting due diligence on another company when a friend led him to DoorDash.
By the end of their first meeting, they were “finishing each other’s sentences,” Gur said.
Sequoia’s Lin initially passed on DoorDash after the Y Combinator pitch, but kept in touch with the team. Lin said he wanted to see data that showed the platform could penetrate beyond Stanford and Palo Alto, and retain customers. He ended up leading two institutional rounds, attaining a 20% stake for Sequoia at the time of the IPO.
“Tony always believed that his company would succeed, or they’ll find a way to succeed,” Lin said.
A food delivery messenger is seen in Manhattan.
Luiz C. Ribeiro | New York Daily News | Tribune News Service | Getty Images
Shortly after its Y Combinator stint, DoorDash hit an early roadblock. Following a Stanford football game, a rush of orders bombarded its delivery system causing massive delays, Xu told Y Combinator’s CEO Garry Tan in an interview this year.
The founders refunded the orders and spent the night baking cookies, then driving them to customers early the next morning.
Oren’s Hummus co-owner Mistie Boulton said DoorDash still takes that approach. The team comes to meet with her every quarter and she serves as a beta tester for new products.
The restaurant, which started in Palo Alto and has since expanded to a half-dozen locations across the Bay Area, was one of DoorDash’s first clients, latching onto the opportunity to reach more customers beyond its small establishment that frequently had lines snaking out the door.
“We just fell in love with the idea,” Boulton said. “The number one thing that encouraged and enticed me to want to work with them was Xu’s passion. He really is one of those people that you can count on.”
The acquisition of Deliveroo, based in London, marks a renewed effort by DoorDash to expand its presence overseas, following the purchase of Finland’s Wolt three years ago.
The cash deal for SevenRooms, a New York City-based data platform for restaurants and hotels to manage booking information, takes DoorDash into an entirely new category. Xu told CNBC that DoorDash is a “multi-product company now that’s operating on a global scale.”
Following the acquisition announcements, which coincided with a disappointing earnings report in March, analysts at Piper Sandler reiterated their hold recommendation on the stock.
One reason for concern, they said, was that “integrating multiple acquisitions at once may create some noise near-term.”
Elon Musk is interviewed on CNBC from the Tesla headquarters in Texas.
CNBC
Shares of the Elon Musk-led automaker Tesla have rallied in May despite recent poor car sales numbers for the company in China and Europe, as the billionaire CEO promised to focus more on his businesses than politics.
Tesla shares are on track for an increase of more than 20% for the month.
The stock is still down about 12% for the year. Apple is down about 21% year-to-date, the worst of all the megacaps.
“This will be his last day, but not really, because he will, always, be with us, helping all the way,” Trump wrote on Truth Social. “Elon is terrific!”
Musk said on the most recent Tesla earnings call that his time spent running DOGE would drop significantly by the end of May, but that he plans to spend a “day or two per week” on government work until the end of Trump’s term.
Musk also planned to keep his office at the White House.
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Tesla year to date stock chart
The New York Times reported Friday that while Musk was campaigning for Trump last year, he had been taking drugs “well beyond occasional use” and was “facing an increasingly turbulent family life.”
The Times noted it was unclear if that habit carried over to his time in the White House, when he was also juggling Tesla and the other companies in his business empire — including SpaceX and X owner xAI, his artificial intelligence company.
Tesla’s European sales dropped by half, year-over-year for April.
Tesla sales in China, another massive market for battery electric vehicles, were down by about 25% year over year in the first eight weeks of the current quarter.
The carmaker has faced protests in reaction to Musk’s ties with Trump, and his endorsement of Germany’s far-right extremist party AfD.
Pension fund leaders recently called out Tesla’s board in a letter, demanding that they rein in Musk, and require him to work a minimum of 40 hours a week on Tesla to fix what they called the current “crisis.”
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Musk and Tesla have tried to re-focus on the company’s prospects in autonomous vehicle tech, humanoid robotics and artificial intelligence.
Bloomberg reported this week that Tesla plans to launch its long-delayed and much anticipated autonomous vehicle ride-hailing service in Austin, Texas, on June 12th.
Tesla has not confirmed that start date, but has been promising to launch a robotaxi ride-hailing service in Austin before the end of June.
Musk told CNBC’s David Faber in a recent interview that Tesla would start with a small fleet of Model Y Tesla vehicles equipped with the company’s newest, Unsupervised Full Self Driving hardware and software.
Musk has been promising investors a robotaxi vehicle for years, and the company has ceded ground to Waymo in the U.S. The Alphabet-owned robotaxi venture recently surpassed 10 million paid, driverless ridehailing trips.
Shares of Tesla have also benefitted from the company’s stronger position, relative to other U.S. automakers when it comes to weathering tariffs.
Tesla operates two massive vehicle assembly plants domestically, one in Fremont, California and another in Austin, Texas, and has more North American-made parts in its cars than most of its competitors.
Chinese President Xi Jinping and U.S. President Donald Trump.
Dan Kitwoodnicholas Kamm | Afp | Getty Images
China is calling out the U.S. for “discriminatory restrictions” in its use of export controls in the chip industry, after the Trump administration accused the world’s second-largest economy of violating a preliminary trade deal between the two countries.
“Recently, China has repeatedly raised concerns with the U.S. regarding its abuse of export control measures in the semiconductor sector and other related practices,” China U.S. embassy spokesperson Liu Pengyu told NBC News.
It’s the latest escalation in the simmering trade war between the U.S. and China, particularly as it pertains to artificial intelligence and the infrastructure needed to develop the most advanced technologies.
China’s response comes after President Donald Trump said early Friday in a social media post that China had violated a trade agreement. U.S. Trade Representative Jamieson Greer told CNBC in an interview that the “Chinese are slow rolling its compliance.”
On May 12, the U.S. and China agreed to a 90-day suspension on most tariffs imposed by either side. That agreement followed an economic and trade meeting between the two countries in Geneva, Switzerland.
“China once again urges the U.S. to immediately correct its erroneous actions, cease discriminatory restrictions against China and jointly uphold the consensus reached at the high-level talks in Geneva,” the embassy spokesperson said.
The statement didn’t specify any actions taken by the U.S. Earlier this month, China said the U.S. was “abusing” export controls after the U.S. banned American companies from importing or even using Huawei’s AI chips.
The U.S. has limited exports of some chips and chip technology to China as part of a national defense strategy dating back to the first Trump administration.
In 2019, President Trump cut off Huawei’s access to U.S. technology, which forced it to essentially exit the smartphone business for a few years before it could develop its own chips without use of U.S intellectual property or infrastructure. In 2022, the Biden administration first moved to cut off Chinese access to the fastest AI chips made by Nvidia and Advanced Micro Devices.
The restrictions have intensified of late, and earlier this week, chip software makers, including Synopsys and Cadence Design Systems, said they had received letters from the U.S. Commerce Department telling them to stop selling to China.
Nvidia, which makes the most advanced semiconductors for AI applications, has vocally opposed the U.S. export controls, saying that they would merely force China to develop its own chip ecosystem instead of building around U.S. standards.
Nvidia was told earlier this year that it could no longer sell its H20 chip to China, a restriction that the company said this week would cause it to miss out on about $8 billion in sales in the current quarter. The H20 chip was specifically designed by Nvidia to comply with 2022 restrictions, but the Trump administration said in April that the company needed an export license. Nvidia said it was left with $4.5 billion in inventory it couldn’t reuse.
“The U.S. has based its policy on the assumption that China cannot make AI chips,” Nvidia CEO Jensen Huang told investors on the company’s earnings call. “That assumption was always questionable, and now it’s clearly wrong.”
The Trump administration did rescind an expansive chip export control rule that was implemented by the Biden administration called the “AI diffusion rule,” which would have placed export caps on most countries. A new and simpler rule is expected in the coming months.