A Bigger Screen Experience
Instagram has officially launched a version of its app optimized for Apple’s iPad, marking the company’s first dedicated tablet app. The update introduces a design tailored to the larger screen, with a focus on Reels as the opening feature. According to Instagram, iPad users often use their devices for “lean back entertainment,” making short-form video a natural starting point.
Beyond Reels, the app provides easy access to Stories, messaging, and notifications. A new “Following” tab allows users to prioritize content from accounts they follow, while the layout lets messages and notifications appear alongside the feed. Users can also expand comments while watching Reels without shrinking the video.
Global Rollout and Competition
Instagram for iPad is rolling out globally and is now available on the App Store. An Android tablet version will arrive soon, the company confirmed. Until now, iPad owners relied on a scaled-up iPhone version, which often led to complaints about blurry visuals and missing features.
Reuters noted that the emphasis on Reels comes as Instagram continues to compete directly with TikTok for user attention and engagement. By adapting its short video format to larger screens, Meta is betting on greater video consumption and longer session times.
Meta’s Broader Push
Parent company Meta has been expanding Instagram’s role within its app family. In July, Meta reported that its apps — Instagram, Facebook, WhatsApp and Messenger — now attract 3.48 billion daily users, a 6% increase year over year. The company credited new recommendation models with boosting ad conversions by 5% and improving time spent on Instagram by 6%.
Meta has also been testing AI-driven features, including 3D photos for Instagram within its Meta Quest AR/VR headset, pointing to a long-term strategy of merging social media with immersive computing.
Looking Ahead
The new iPad app signals Instagram’s intent to refine user experience across all devices while keeping pace with competitors. By offering a more immersive, feature-rich platform on tablets, Meta aims to strengthen Instagram’s positioning as both a creative hub and a business tool for merchants tapping into its AI-powered ad systems.
