Cupertino, California – Nearly ten years ago, Apple unveiled its first 120Hz ProMotion display with the 2017 iPad Pro, marking a significant advancement in screen technology. Yet, even after such a long time, the tech giant continues to treat this innovation as a high-end feature, leaving many to question why it remains confined to premium products.
Apple has made strides recently, introducing a 120Hz display to the base iPhone 17, four years after it first appeared on the iPhone 13 Pro. This move has been widely praised, but many consumers believe it shouldn’t have taken this long. The difference is noticeable; higher refresh rates enhance responsiveness and provide a smoother user experience, even if the average user might not consciously recognize the technology behind it.
For a company that positions itself as a leader in technology, it seems inconsistent that Apple’s mid-range devices like the iPad Air still come with a mere 60Hz display. With a price tag ranging from $599 to $799, consumers might wonder why the iPad Air doesn’t include advanced display features that were available in previous models, such as the 10.5-inch iPad Pro priced at $649 nearly a decade ago.
The gap between the iPad Air and the more advanced iPad Pro illustrates this discrepancy. The base iPad Pro starts at $999, which creates a significant price difference that limits consumer choice. While some buyers may be prepared to spend more for premium features like the advanced Tandem OLED display or the latest Apple Silicon chips, many average customers focus primarily on their budgets. Thus, the added cost of transitioning to the Pro model for a 120Hz display often feels unjustifiable.
Historically, Apple has used feature differentiation to encourage consumers to opt for higher-end products. However, as technology evolves and pricing gaps widen, this practice begins to feel outdated. In 2022, the price difference between the 11-inch iPad Pro and the iPad Air was about $200, a gap that made more sense compared to the current $400 difference.
The same challenge exists in the MacBook lineup. With the MacBook Air starting at $999 and the cheapest MacBook Pro at $1599, the rationale for reserving a 120Hz display exclusively for premium models becomes increasingly tenuous. Consumers looking for a robust laptop may find it unreasonable to jump $600 for enhanced display features, especially since $999 is already a considerable investment.
While it’s understandable that Apple aims to maintain a hierarchy in its product offerings, overlooking such an impactful feature could be detrimental in the competitive tech landscape. Most laptops priced around $999 include 120Hz displays, making it difficult for consumers to comprehend why Apple would not also prioritize this feature in its mid-range offerings.
As the market continues to evolve, the standard of 60Hz displays for products like the iPad Air and MacBook Air starts to feel antiquated. Although entry-level offerings may retain this characteristic, mid-tier devices should reflect advancements in technology and user expectations.
Ultimately, even a modest bump to 90Hz could elevate the user experience significantly. For a company known for its attention to detail in enhancing customer engagement, failing to adopt higher refresh rates appears inconsistent. Expanding display capabilities might not only improve user satisfaction but also bolster Apple’s competitive edge in an increasingly tech-savvy marketplace.