Comment by cm11

I know they spent time catering to companies to build iPad apps. I worked on some stuff where Apple had reached out to build our existing desktop apps to be optimized for iPad's specific use cases. To be honest, I don't think our team did a very good job of focusing on iPad's unique features and the contexts in which it was/could be used, but I was also fairly confident that iPad was very limited for work (especially then).

Some of the user research was around the mental models behind switching to do deep work on a desktop/laptop—though they're still blurry with younger phone-first (or phone-only) users. It's not unlike why the UI for work software should be different than consumer stuff. If you're there everyday, you don't need stuff hidden and progressively disclosed. You'll learn it, adding extra clicks is worse. The cockpit is better this way. It's not clutter. Obviously, with a laptop you get a full keyboard too whereas the iPad's addition is the touch screen, which has it's merits, but is a much blunter fat-fingery input. And people would talk about how you can add a keyboard, but you know, if the user is doing that, should they not just bring their laptop?

I remember at the time trying to pitch a mindset that a laptop is a portable device. Sure it doesn't fit in a pocket, but neither does an iPad. So even the use cases you'd have away from your desk aren't exactly carve outs for an iPad experience.