People talk about how an Apple product such as the iPhone having a halo effect on customers. If you buy an iPhone and like it, the theory goes, you’re more inclined to buy another Apple device, like a MacBook. This theory has certainly proven true in my experience – since buying my first iPhone (my first Apple product) in 2007, I’ve bought numerous other Apple products and subscribed to numerous Apple services in the subsequent years. Put another way, I was entrenched in the Apple ecosystem long before I started covering the company for a living.
Recently, a different kind of halo effect has settled on me. I’ve been using an iPad Pro for the past several weeks, and absolutely love it. Like Federico, the iPad is my computer of choice because of my deep familiarity with iOS and the ways in which working from a touchscreen device makes computing more easily accessible.1 Coming from my old iPad Air 1, iPad Pro has intensified my affinity for the iPad and iOS in general. It has impressed not merely by its technical or software merits, but by one seemingly obvious thing: its screen.




