Given the choice, Tim Cook would obviously prefer customers to spring for the most expensive versions of Apple’s products. The Ultra version of the Apple Watch, the Max version of the AirPods, the non-mini HomePod, and the Pro versions of everything else. The problem is that customers generally feel the opposite—and nowhere is this truer than in the tablet market. Surely some creative professionals use an iPad Pro for their work. The iPad Air has its fans too, and
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