My first impression that Apple was being too cute by half in going with just “iPad” for the third-gen tablet is evolving. Peripherals and accessories manufacturers are already struggling with the unexpected name. For example, check out this from a press release I received today from Kensington:
Kensington KeyFolio Bluetooth Keyboard Case for new iPad®, iPad® 2 & iPad® (K39336US; $99.99)
“New iPad” will work for a bit, but what do they do for the next act? And what will we call it when the next generation is released and this one is no longer new?
I was underwhelmed by Apple senior vice president of worldwide marketing Phil Schiller’s explanation to The Wall Street Journal that Cupertino decided to call the new iPad simply “iPad” “because we don’t want to be predictable.” That manages to be both lame and supercilious simultaneously, and I’m not convinced that Schiller was being candid or serious about that. Others have suggested, more convincingly in my estimation, that it may be more that Apple wants to “generify” the iPad name, much the way the MacBook and iMac names are applied to various versions of their respective products. The aforementioned Pismo was the last Apple laptop to be popularly referenced by a development code name. Subsequent models have just gone by more generic nomenclature like PowerBook G4 or the various MacBook family designations, with versions distinguished by the dates of their release, eg: “late 2008,” or “mid-2011,” etc. — much the way automobiles are.
Consequently, if this change in Apple idevice naming conventions turns out to be a policy shift rather than just cocking a snook at the Apple rumorista cohort, the iPad model announced Wednesday would eventually be referred to as the “early-2012 iPad,” and the rumored 7.85-inch model, if it materializes in Q3 would be the “late-2012 iPad, and so forth.
And if that be the case, we may never see an iPhone 5; in fact, I’m now skeptical that we will. My inference could be mistaken of course, but I would rate the odds as less than 50-50 that a new iPad released later this year will be called “iPhone 5″ by Apple. More likely it will be “mid-2012” or “late-2012″ iPhone. Actually, that would be more precisely appropriate than iPhone 5 strictly speaking, since the current iPhone 4S is the 5th-generation iPhone.
Moving on, I’m also altering my provisional deduction that the next iPhone will share the new Apple A5X CPU with the new IPad, and my evolving POV has to do with the new iPad’s emphasis on graphics performance necessitated by the big Retina Display. The next iPhone, whose screen will be much smaller, won’t need nearly as much emphasis on graphics processing muscle.
Apple’s official description of the iPad chip is: ”Dual-core Apple A5X custom-designed, high-performance, low-power system-on-a-chip with quad-core graphics.” Not exactly crystal-clear what that signifies, but CNET Crave’s Margerite Reardon quotes fellow CNET blogger and chip guru Brooke Crothers explaining that:
“The new iPad’s graphics chip — which is based on Imagination’s PowerVR tech — is basically a quad-core version of the dual-core graphics chip in the iPad 2. That’s where Apple gets the two-fold performance increase. The upshot is that Apple is focusing on the GPU because it needs to devote all of the chip real estate it can to transistors that push around an amazingly pixel-dense display–which crams a resolution of 2,048 x 1,536 into a 9.7-inch display.”
So, the pertinent question for most readers of this blogsite is what Apple’s choice of processor silicon for the new iPad portends for the iPhone 5 (since Wednesday it seems prudent to consider that name a possible placeholder) coming later this year. My read of the tealeaves is that odds of the next iPhone having a quad-core A6 processor are looking even slimmer that they had been — I still think it’s more likely that Apple will launch the A6 in an iPad. That would be especially the case if the new Apple handset were to be released at the WWDC three months from now, as I don’t think it will be, ‘but I think it’s a very long shot even for a fall 2012 release.
I’m guessing now that iPhone 5 (or whatever) this year will be powered by another A5 variant, but probably one without the A5X’s quad-core graphics.
IDG News Service’s Agam Shah cites several analysts suggesting that the A5X, with its four graphics cores and heavy focus on graphics processing performance, may not be ideal for smartphone use, although they are crucial for providing smooth operation of the iPad’s 2048-by-1536-pixel display.
More likely the iPhone would get its own chip, possibly produced with a 28-nanometer manufacturing process (refers to refers to the size of the smallest circuits etched onto the chip) that would make it more power-efficient and cheaper to produce, but which wasn’t quite ready in time for the early 2012 iPad. Current ARM-based chips are manufactured with a 40-nanometer process and based on ARM’s Cortex-A9 technology, but it’s expected that a new more power-efficient 28-nanometer Cortex-A15 core family of ARM CPUs will be ready to ship later this year. Ergo, probably the A6, but not necessarily quad-core, at least for the iPhone.
By Charles Moore