Instagram has launched a dedicated iPad app, making it available globally on the App Store after years of only offering an iPhone-optimized version.

The app, which requires iPadOS 15.1 or later, now uses the entire iPad screen and introduces a new layout.

Users start on the Reels tab, with Stories displayed at the top, and a menu on the left for navigation.

A new Following tab offers three views: All, Friends, and Latest, with the Latest showing a reverse-chronological feed.

The app also features a split view for messages and displays comments alongside reels, rather than over them.

Instagram is owned by Meta, which had previously delayed optimized iPad versions of its apps.

🔗 Source: Wired

🧠 Food for thought

1️⃣ Meta’s iPad app design reveals how video consumption drives platform strategy

Instagram’s decision to launch the iPad app with Reels as the default screen demonstrates how short-form video has become central to social media monetization.

Reels now accounts for 35-38% of user screen time on Instagram and contributes significantly to the platform’s ad revenue 2. By making Reels the primary experience on the larger iPad screen, Meta is betting that immersive video consumption will drive higher engagement and advertising returns.

This aligns with broader industry trends where platforms like YouTube and TikTok have found that video content generates higher user engagement and advertiser spending compared to static posts.

The iPad’s larger screen provides an ideal environment for video consumption, and Meta’s strategic focus on this format highlights how hardware capabilities can influence content strategy and business models.

2️⃣ The 15-year delay highlights how established platforms often deprioritize non-revenue-critical features

Instagram’s belated iPad optimization reflects a common pattern where successful platforms delay feature development that doesn’t directly impact their core revenue streams.

Despite being part of Meta, a multibillion-dollar company, Instagram’s leadership previously cited “lack of resources” for the iPad app delay 1. This occurred even as Meta’s WhatsApp promised an iPad app in 2023 but only delivered it in 2024 1.

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