After years spent dodging iPad users like an awkward ex, Instagram is finally working on a proper app for Apple’s tablet.
That’s according to a new report from The Information, citing an Instagram employee familiar with the company’s push to outdo TikTok.
Instagram users have been clamouring for a native iPad app since the platform launched over a decade ago.
In its place, they’ve been forced to make do with a blown-up iPhone version that runs in portrait mode and doesn’t take advantage of the iPad’s larger screen. The result is like watching Netflix on a phone versus a TV.
The web version, while slightly better, is far from optimised. That’s hardly ideal, especially for creators and social media managers who rely on the iPad professionally.
And, with Apple increasingly positioning its tablet as a full-on laptop replacement in recent years, complete with keyboard cases and multitasking features, the absence of a proper Instagram app has been sorely felt.
But it seems Instagram (or, more likely, its parent company, Meta) has finally had a change of heart. However, details on the iPad version remain scarce, with no word on its release date.
Instagram has downplayed the need for an iPad app for years. In 2022, CEO Adam Mosseri dismissed the idea, citing a lack of demand. He blamed limited staff two years before this, saying an iPad version wasn’t a priority.
So, why the U-turn? Well, it seems Instagram is trying to one-up its main rival, TikTok. The latter faces mounting pressure from US lawmakers pushing for a potential ban or sale of the app over national security concerns due to its ties to China.
To capitalise on its misfortunes, Instagram is focusing on some of the less polished areas of its app. Mr Mosseri recently admitted that Instagram’s content search could be better. He said Meta was investing in improvements to help users find posts more easily, while ensuring creators get longer-lasting visibility.
That’s also where the iPad app comes in, which could give creators and power users a better experience across devices.
