adam birnbaum, gp bullhound. coming up, apple drops after iphone production. company unveils new ipads. we talked about how the pandemic has changed the company approach to tablets. this is bloomberg. ♪ ( suspenseful music throughout) ♪♪ ♪♪ ♪♪ ♪ emily: apple launched its first fully redesigned ipad in five years. shares dropped on a report to the company will cut production of the iphone 14 plus let's bring in mark gurman. this report coming from the information. what is your assessment? >> i am not sure what else apple, investors or analysts should expect. it is basically last year's phone but bigger. it is only eight dollars per month less than the iphone 14 promax. there's really not a good reason to buy the $900 iphone 14 when on installments, a much better phone is only eight dollars per month. if you are already spending nine dollars -- $900 on a phone, chances are you can spend $1100. emily: you've also got new reporting on the ipad, the new ipads. tell us how big a change you are seeing here. and why. >> two new ipads. one is the new ipad pro. the seco