Meta may be working on a dedicated Instagram app for the iPad, nearly 15 years after making a decision not to launch one. The social media giant is reportedly now developing an iPad-friendly version of Instagram, according to The Information.
Instagram has long existed solely as a smartphone app, though it is also accessible via its website. The move could mark a shift in Meta’s mobile strategy and offer Instagram users a more immersive experience on iPads. The timing also would coincide with Meta’s broader push to better compete with TikTok.
TikTok’s legal status in the US remains in limbo. US President Donald Trump recently extended the deadline for ByteDance to sell TikTok to an approved US buyer by another 75 days but the app’s fate is still uncertain.
Meta did not immediately respond to a request for comment, but in the past has downplayed rumors it would launch an iPad app, saying it wasn’t a priority. Adam Mosseri, head of Instagram, tweeted in February 2022 that “it’s still just not a big enough group of people to be a priority.”
“Hoping to get to it at some point, but right now, we’re very heads down on other things,” Mosseri added in February 2022.
A year later, Mosseri echoed that sentiment as the company focused on building out Threads. He also previously said expanding the app to more platforms would add costs and emphasized that the team is “leaner than you think.”
It’s possible, however, that interest has shifted. The company is also reportedly considering spinning off its Reels feature into a stand-alone app as it works to improve recommendation algorithms and support longer Reels, according to The Information.
In addition, Instagram recently launched a video editing app called Edits, which bears a strong resemblance to ByteDance’s CapCut, and has reportedly tried to lure TikTok creators with cash bonuses ranging from $10,000 to $50,000.
Sol Messing, a research associate professor at NYU’s Center for Social Media and Politics, told that Meta may see strategic value in optimizing for larger screens beyond competing with TikTok. Messing was previously an employee of several tech companies, including Meta and X.
“There isn’t much data out there on iPad TikTok use, but they have continued shipping updates to [the TikTok app], suggesting they think the benefits outweigh the costs,” he said.
Messing pointed to a few studies suggesting more screen real estate might translate to more engagement, productivity and higher levels of attention.
