Instagram Unveils iPad App with Reels Integration to Challenge TikTok Dominance

Instagram has launched an iPad app with Reels at the center to compete with TikTok. The app is designed to provide a seamless and intuitive experience for users to create and share short videos. The app's launch comes amid concerns over the app's popularity among younger users.

Instagram, a subsidiary of Meta Platforms Inc., has finally launched a dedicated iPad app, marking a significant milestone in its quest to capture the short-form video market. The new app, designed to provide a seamless and intuitive experience for users, opens directly to a feed of Reels, Instagram's TikTok competitor. This strategic move comes amid concerns over the app's popularity among younger users and its growing competition with TikTok.

The iPad app, available for download starting September 3, 2025, offers a tailored experience optimized for larger screens. It includes features such as a prominent Stories tab, a "Following" tab with multiple views, and enhanced multitasking capabilities. The app also introduces a redesigned Reels interface, allowing users to lean back and watch full-screen videos comfortably.

Instagram's decision to prioritize the iPad app launch can be attributed to several factors. The growing popularity of short-form videos and the increasing use of tablets by younger audiences have made Reels a significant driver of time and attention on the platform. Additionally, the recent regulatory challenges faced by TikTok have prompted Instagram to accelerate its efforts in this area.

The launch of the iPad app also reflects Instagram's commitment to capturing more screen time from its billions of users. By providing a more engaging and efficient experience, Instagram is poised to solidify its place in the social media landscape. The app's success could have significant implications for Meta's overall revenue, given Instagram's contribution to approximately 50% of Meta's total advertising revenue.

Looking ahead, Instagram has hinted at plans to roll out a similar tablet-optimized experience to Android devices. This expansion would further enhance the platform's accessibility and reach, potentially driving even more user growth.

References:
[1] https://www.theverge.com/news/769460/instagram-ipad-app-launch-reels
[2] https://www.bloomberg.com/news/articles/2025-09-03/instagram-unveils-ipad-app-for-first-time-focused-on-reels
[3] https://macdailynews.com/2025/09/03/meta-subsidiary-instagram-finally-launches-an-ipad-app/