Apple CEO Tim Cook has mounted a bold defence of the company’s new iPad Pro, claiming that the device will be a PC replacement for "many, many people".
Speaking in London ahead of the device’s release online and in stores this week, Cook said: “The iPad Pro is a replacement for a notebook or a desktop for many, many people.
"They will start using it and conclude they no longer need to use anything else, other than their phones.”
Cook added that he was not concerned that the growing popularity of larger mobile phones is eating into iPad sales. The tablet has been in long term decline for almost two years, with newer models not selling nearly as fast the device’s original versions.
Speaking about the iPad mini's prospects, he claimed: “I think it clearly created some cannibalisation, which we knew would occur, but we don’t really spend any time worrying about that, because as long as we cannibalise ourselves, it’s fine.”
The iPad Pro goes on sale on Wednesday. The entry level 32GB model will cost £679, while the high end 128GB and 4G model will cost £899.