https://www.cnet.com/news/apple-sprinkles-iphone-x-magic-on-ipad-pro-macbook-air-but-challenges-remain/

The changes mark long overdue upgrades to product lines that have played important, but diminishing, roles in Apple's lineup as iPhone sales generate the majority of the revenue. The changes to the iPad Pro mark the first significant design overhaul since the iPad Pro originally launched in 2015. The MacBook Air hasn't had a major change in years, with only a chip upgrade last year.

Apple doesn't just want you to own one of its products —the benefits and hooks really sink in when you go all in on its family of devices and services. With PC makers, led by Microsoft's Surface line, building sleeker and more attractive devices, Apple needed to step up.