Core Insights - Instagram has launched a dedicated app for iPad, optimized for its larger screen, enhancing user experience with features tailored for "lean back entertainment" [2][4] - The new app emphasizes Reels, Instagram's short video format, as a strategic move to compete with TikTok [5] - The app includes a "Following" tab for content prioritization, an improved layout for messages and notifications, and the ability to expand comments while watching Reels [3] Product Features - The iPad version opens with Reels and facilitates easy access to Stories and messaging [2] - Users can prioritize content from accounts they follow through the "Following" tab [3] - The app allows for expanded comments while maintaining the full size of Reels [3] Market Context - Instagram's new app is part of a broader strategy to enhance user engagement, with the parent company Meta reporting a 6% year-over-year increase in daily users across its family of apps, totaling 3.48 billion [5] - The introduction of the iPad app addresses previous complaints about the scaled-up iPhone version, which resulted in blurry visuals and missing features [4] - Meta's recent earnings report indicated that new recommendation models have improved ad conversions by 5% on Instagram and increased time spent on the platform by 6% [6]