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Instagram is working on a native app for the iPad. The company is responding to years of user demand that has been ignored until now. According to a report by The Information, the app is currently in development. An Instagram employee with insight into the plans confirms this. The reason for this is, among other things, the potential TikTok ban in the US. Instagram sees this as an opportunity to attract more creators to its platform. The iPad app is part of this strategy. Find out what this means for you and how Instagram is repositioning itself here.
Since Instagram launched in 2010, many users have been asking for an app for the iPad. The previous solution—using the iPhone version on the iPad—is cumbersome and visually unoptimized. Nevertheless, Instagram rejected a native iPad app for years. In 2022, Instagram CEO Adam Mosseri stated that the user base was too small. Back in 2020, he cited staffing shortages as the reason. Now that's changing. The iPad is apparently becoming interesting for Instagram after all—especially with regard to the creator community.
Instagram is working on an iPad app
Instagram is currently developing an app specifically optimized for the iPad, according to internal sources familiar with the project. The focus is on improving the user experience, as the company currently only offers the iPhone app. While it runs on the iPad, it looks poor and is cumbersome to use. For a long time, an iPad app was considered insufficiently important. Only now, due to competitive pressure from TikTok and Instagram's new strategic direction, is the topic becoming relevant again. The company wants to respond more actively to user requests – and at the same time better position itself in the creator market.
The change of strategy in the context of TikTok
Instagram's change of direction is closely linked to the situation surrounding TikTok. TikTok is under pressure in the US. A ban seems possible due to concerns about data privacy and connections to China. Instagram wants to exploit this and is trying to attract as many TikTok users and creators as possible to its platform. The iPad app is part of this offensive. It makes it easier to edit and upload content on larger devices – especially for creators working on the go. Instagram is relying on better tools and targeted offers to make this transition attractive.
Instagram introduces new app “Edits”
Another component of Instagram's strategy is the new app Edits. This is specifically aimed at content creators who edit videos directly on mobile devices. It was recently presented in New York as part of a creator event. Edits is intended as a replacement for CapCut – a popular app from ByteDance, the parent company of TikTok. CapCut was removed from the app stores in January. With Edits, Instagram wants to offer its own alternative. The goal is clear: Creators should be able to do everything they need for their work directly via Instagram or connected tools – without having to resort to third-party providers.
Further adjustments to TikTok
Instagram has made several changes in recent months to become more similar to TikTok. The Reels length has been increased from 90 seconds to three minutes – a move to keep up with TikTok's longer videos. Instagram has also adjusted its user interface. The app now appears more visual and is more closely aligned with TikTok's look and feel. These changes are intended to ease the transition for users who are accustomed to TikTok. Together with the iPad app and new tools like Edits, this creates a clear vision: Instagram wants to promote creative video content more strongly and establish itself as the leading platform for short videos (via The Information).
What you get as a user
The new app offers several advantages for you as an iPad user. The previous solution—the bloated iPhone app—was neither user-friendly nor visually appealing. With the new iPad app, you can finally use Instagram the way it makes sense on a larger screen. It's more user-friendly, and content is easier to consume and create. You'll especially benefit from the new app if you regularly record or edit Reels. There's currently no exact release date, but the fact that it's even being worked on is a clear sign of the new direction.
iPad app as part of Instagram's TikTok strategy
Instagram is changing its stance on iPad usage – and it's long overdue. With a native app, new creator tools, and changes to the platform itself, the company is responding to growing pressure from TikTok. The new app is intended not only to improve the user experience but also to make Instagram more attractive to content creators. Whether the strategy will work remains to be seen. But one thing is clear: For you as a user, it will open up new possibilities and a noticeably better user experience – especially on the iPad. (Photo by Unsplash / BoliviaInteligente)
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