Instagram Launches Long-Awaited iPad App with Reels-First Experience

Instagram has finally responded to years of user requests by releasing a dedicated iPad version of its popular social media app, optimized specifically for tablet screens and launching globally in September 2025 for devices running iPadOS 15.1 and later.

The new tablet-optimized app represents a significant shift in Instagram's evolving marketing and content strategy, prioritizing video content consumption through a Reels-focused home experience. This aligns with Meta's recent reporting showing video watch time on Instagram increasing 20% year-over-year, with Reels now accounting for half of all time spent on the platform.

Major Features and Design Changes

The iPad version introduces several tablet-specific enhancements:

• Reels-first home screen that immediately displays full-screen vertical videos
• New "Following" tab for improved content discovery
• Custom UI flows optimized for larger screens
• Split-screen functionality for messages and notifications
• Enhanced comment viewing while watching Reels

According to recent data from Meta's Newsroom, businesses leveraging Instagram's e-commerce features and shopping capabilities have seen significant growth in engagement rates.

Impact on Social Media Landscape

This release signals Instagram's continued emphasis on video content and could preview future changes to the platform's mobile experience. The decision to launch with Reels as the default view suggests Instagram may eventually implement this approach across all versions of the app.

Enhanced User Benefits

1. Optimized viewing experience on larger screens for both photos and videos
2. Advanced multitasking capabilities with split-screen message viewing
3. Professional content creation tools optimized for iPad users

Understanding Instagram's advantages and limitations for business growth becomes increasingly important as the platform expands to new devices.

Cross-Platform Expansion

The launch includes plans for Android tablet support in the near future, though specific timing hasn't been announced. This cross-platform expansion demonstrates Instagram's commitment to reaching users across all devices while adapting to changing consumption patterns.

For digital content creators and social media managers, the iPad version offers new opportunities to create and consume content on a larger canvas, potentially leading to more sophisticated content production and engagement strategies.