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Apple may be introducing a new naming strategy for the next standard iPad. Evidence from a recent Tom's Guide interview with John Ternus and Greg Joswiak suggests that the currently unnamed base iPad could receive a clear, identifying name – perhaps “iPad Neo”.
Apple has an old problem with the names of its entry-level devices. The cheapest iPad is simply called "iPad"—a name that says nothing about the model and regularly leads to confusion in discussions, tests, and reviews. With the MacBook Neo In early March 2026, Apple took a first clear step: the cheapest MacBook finally received its own, unambiguous name. Now there are increasing signs that the standard iPad could soon take a similar step.
The current entry-level iPad with the A16 chip has been on the market for over a year. Apple is expected to introduce a new version with the A18 chip in the coming months. The big question: What will Apple call this model? Previous generations were identified with generation numbers – “iPad (10th Generation)” for example. This numbering system was dropped for the first time with the current model. Instead, Apple is internally using “iPad (A16)” as a designation. However, a truly clear name is still lacking.
What Joswiak said in the interview
In the Tom's Guide interview explained Apple's marketing chief, Greg Joswiak, explains why the MacBook Neo isn't simply called "MacBook." In essence, he says that if Apple had just called the device "MacBook," it would have lacked its own identity. Apple deliberately wanted to give it one—something short and snappy that fits with the Air and Pro models, but also conveys the novelty of the concept. Neo literally means "new" or "reinvention." And that's precisely what the MacBook Neo is about: the reinvention of an affordable yet high-quality laptop.
This is more than just a marketing ploy. It's Apple's commitment to a clear naming strategy: every product should have its own distinctive, descriptive name. This obviously applies to the entry-level models as well.
The naming problem is a recurring theme throughout the Apple lineup
Apple has increasingly struggled with name consistency in recent years. Several examples illustrate how inconsistent the lineup has become:
- iPhone: iPhone 17, 17 Pro, 17 Pro Max – plus iPhone 17e (instead of SE), soon iPhone Ultra as a foldable model
- MacBook: Air, Pro – now also Neo
- iPad: iPad, iPad Air, iPad Pro, iPad mini – the basic model without a clear name
- Apple Watch: Series, Ultra, SE
- Mac: Mac mini, MacBook Air, MacBook Pro, iMac, Mac Studio, Mac Pro
The standard iPad is virtually the only Apple computer with a completely generic name. Unlike the iPad mini (small), iPad Air (light), or iPad Pro (premium), the name says nothing about the device's features. Apple deliberately avoided precisely this problem with the MacBook Neo.
Why “iPad Neo” would be a good fit
The name iPad Neo would be a logical extension of the MacBook strategy. “Neo” stands for reinvention and was explicitly introduced with the MacBook to denote an affordable yet high-quality model. This fits perfectly with the standard iPad: It's the most affordable iPad variant and primarily aimed at beginners – precisely the target group that Apple also targets with the MacBook. MacBook Neo has its sights set on.
Should Apple opt for “iPad Neo,” it would be a clear sign of consistency: Both entry-level products would share the same name, immediately clarifying their position in the Apple hierarchy. Buyers would know without further explanation that the Neo model is the most affordable, entry-level option. The Pro and Air models would remain reserved for more demanding users.
The obstacle: Too little “new”
However, there is a catch. The name MacBook Neo was fitting because the device was truly a reinvention: Apple had previously not offered an affordable MacBook under €1,000, the A18 Pro chip in the Mac was new, and the concept of an extremely affordable Mac was new for Apple.
The next iPad will be a different story. The design concept of the entry-level iPad dates back to 2022 – and it will likely remain largely unchanged even with the A18 chip. A name like “iPad Neo” would imply that the model appears genuinely new. However, if Apple only updates the chip and leaves everything else the same, the name would be inappropriate. Apple could then either choose a different name – or postpone the naming update to a later generation in which the iPad is actually comprehensively redesigned.
What we can expect
For Apple observers, the signs are clear. Joswiak's interview statements sound almost like a general strategy announcement: Entry-level products will get clear names, no more generic designations. This applies to the iPhone 17e (instead of SE), the MacBook Neo (instead of simply MacBook), and presumably soon to the next standard iPad as well.
The arrival date of the next entry-level iPad is unknown. The A18 chip is available, and a 2026 release is considered likely. Should Apple actually introduce a new name by then, the "iPad Neo" model would be the clearest indication yet of the new naming strategy. If, however, the manufacturer retains the existing generic name, that would be a deliberate decision – and an indication that Apple is postponing the major iPad name reset to a later generation.
Until the official unveiling, it remains speculation. But the Tom's Guide interview makes one thing clear: Apple knows that the naming issue in its lineup is a real problem – and is actively working to fix it. (Image: Shutterstock / Gabo_Arts)
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