Instagram is finally launching a dedicated iPad app, marking a major update for users who have waited over a decade. Starting Wednesday, September 3, the long-anticipated Instagram iPad app will be available for download, offering a new layout and experience designed specifically for Apple’s tablet.
The new version introduces a different interface than the mobile app, most notably by opening directly to Reels — Meta’s short-form video feature competing with TikTok. The decision signals Instagram’s ongoing strategy to prioritize video content, especially as TikTok continues to face legal and regulatory challenges in the United States.
While Meta had long resisted building an iPad-specific version, citing low demand, internal priorities appear to have shifted. Reports earlier this year indicated that development began picking up after concerns grew around TikTok’s uncertain future in the U.S.
That shift, combined with the rising popularity of tablets among younger audiences, likely pushed the iPad app higher on the company’s agenda.
Larger screen offers upgraded viewing experience
The new interface also benefits from the iPad’s larger display. Users can view full-size Reels with comments shown alongside. Direct messages now appear in a split-screen format, similar to Facebook Messenger on desktop, with the inbox and active chats visible at once.
Stories remain accessible at the top of the home screen, and users can switch to a “Following” tab to view content in a chronological feed, closer to the traditional Instagram experience.
Instagram head Adam Mosseri previously stated that the company had deprioritized the iPad due to a relatively small user base. But with the platform investing more heavily in Reels and short-form video, the iPad now plays a role in that broader content strategy.
In recent months, Instagram has extended the length of Reels, introduced reposting tools, and allowed fast-forwarding — all aimed at increasing engagement.
Instagram targets creators and competitive edge
The release of the Instagram iPad app also reflects a growing effort to support content creators who work across multiple platforms. Earlier this year, Instagram was reportedly reaching out to popular TikTok influencers, encouraging them to bring their videos to Reels.
By launching a fully optimized version for tablets, Instagram positions itself to capture more viewing time and expand its reach in the short-form video space. The move also reinforces Meta’s wider plan to make Reels a central feature across devices.
