Apple has embraced the bigger is better maxim for its latest iPad iteration by embracing a supersized screen 12.9in screen for its 2015 model, dovetailing with a larger 5.5in display on the soon to be revealed iPhone 6.
By boosting the dimensions of its key products Apple hopes to deliver bigger profits and marks a significant change in design direction for a firm which has previously remained wedded to relatively modest smartphone screens.
It will also be a big change in the tablet sphere where iPad’s have only been available as 7.9in and 9.7in variants until now.
The Californian giant has been forced to act after disappointing sales of its flagship devices, with ipad sales declining 9.2 per cent to 13.3m in the three months to 28 June and iPhone sales rising by just 13 per cent to 35.2m over the same period, less than analysts anticipated.
This led to a 22 per cent decline in profits to $6.9bn.
Apple is expected to unveil its iPhone 6 flagship on 9 September with manufacture of the new iPad expected to get underway in the first quarter of 2015.