After 15 years of waiting (and asking), Instagram is officially launching a dedicated iPad app. Starting September 3rd, users will be able to download the long-requested app, though it comes with one very notable twist: the homepage will open directly to Reels.
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That’s right, instead of the familiar photo-first feed, Instagram’s iPad experience puts short-form video front and center. Stories will still line the top of the screen, and users can switch to a “Following” tab for a more traditional feed (including a chronological view), but Reels are the clear priority.
The iPad’s larger display also allows Instagram to rethink the interface. Comments will appear alongside full-size Reels instead of below them, and the DMs page will show your inbox and chats side-by-side, much like Messenger on desktop.
So, why now? Instagram head Adam Mosseri has long argued the demand for an iPad app wasn’t big enough to justify the investment. But with TikTok under increasing regulatory pressure in the U.S., Instagram may see an opportunity, and an incentive, to strengthen its presence on bigger screens. Add in the growing number of kids using tablets, and the timing makes sense.
The message is clear: Instagram isn’t letting up on its short-form video push. From longer Reels and reposting features to active recruiting of TikTok creators earlier this year, Meta is betting big that Instagram’s future, even on tablets, is all about video.
