iPad Pro and iPhone 6S advertise 4K video editing capability that's only possible with custom chips, re-architected motherboards, etc. They could again be first in the industry to do something noticeably different. Here they're giving cheaper, low power, mobile devices capabilities that are otherwise only possible on desktops. Preferably $3000+ machines. That's what their vertical integration allows.
Although currently this 4K video editing on iPads is not working well.
> video editing capability that's only possible with custom chips, re-architected motherboards, etc.
> first in the industry to do something noticeably different.
Apple had better hope that not just competitors in the mobile space, but also in the cloud technologies, playback, and other such spaces, follow suit.
As somebody who worked extensively with AVFoundation-based video editing apps for iOS, I can say with certainty that such ambitions have a long way to go until they're enterprise or even startup-ready. The engineering challenges associated with taking the malformed bullshit Apple calls a "QuickTime media file" into something actually usable at scale is insurmountable for even a very media-knowledgeable dev team.
Although currently this 4K video editing on iPads is not working well.