Unlike the mobile app that opens to your standard photo and video feed, the new iPad app will launch you directly into Reels. That’s right, it’s a video-first experience from the jump. You can still get to your regular feed, Stories, and DMs through separate tabs, but the message is clear: the iPad is for consumption, and Meta wants you consuming its TikTok competitor.
The new Instagram app for iPad. | Image credit — Instagram
This is obviously a direct shot at TikTok, which has always had a fantastic, full-screen viewing experience on tablets. For years, Instagram’s official excuse for not having an iPad app was a mix of “technical challenges” and it being a “low priority,” which always felt like a weak argument for a multi-billion dollar company. The truth is likely that they didn’t see the value in it until now. With Reels now accounting for a staggering 50% of time spent on the platform, Meta needs a bigger stage to showcase its most engaging and lucrative feature.
So, while it’s great that we finally have a native app, it feels less like a gift to longtime users and more like a strategic move in the ongoing video wars. Meta is doubling down on what keeps users scrolling, and the iPad’s larger screen is the perfect canvas for that. It’s a smart business decision, but one that’s taken far too long to arrive. The app is available to download starting today, and it’ll be interesting to see if this video-centric approach can make the iPad a primary screen for Instagram scrollers.
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