The iPad launched in 2010. It was made out to be a BFD. Tablets have arrived, ohmyjesus!!! People commenced to play Angry Birds on a bigger screen than that of an iPhone.
Fast forward to 2017. The iPhone X comes out, and it’s a BFD. I was at the Fashion Mall in Indy on the day it became available, and there was a long line and a security presence. I myself bought an iPhone in February of this year (an 8, and I’m happy with it).
Meanwhile–and this is perhaps just my perception–no one cares about the iPad… or any other tablets for that matter. Samsung something or other, zzz. Kindle Fire–floparoo. Barnes & Noble Nook–do they still even make that?
But the iPad itself… Apple seems about as excited about it as it does its MacBooks. I.e., not at all. I can’t remember the iPad being a topic of an Apple event in forever. The Apple Watch, yeah.
The one exception seems to me to be the MS SurfacePro, which is a full PC in tablet form. My guess is that this has outshone all others and is the future of, well, both tablets and computers. However, it’s not really a tablet but the evolution of the computer itself. IOW, give me a goddamn MacBook Pro that works like a Surface, mmkay?!
Conclusion: Tablets were initially welcomed because they were like smartphones but bigger and less burdensome than full-on 'puters, but now they are in many ways obsolete. Smartphones and computers like the SurfacePro will probably rule the day going forward, but even so the sizzle is still mostly going to the smartphones.