After more than a decade of requests from users, Instagram has finally launched a dedicated iPad app. For years, the platform remained confined to iPhone and web experiences, despite the iPad’s popularity among creators, travelers, and casual users alike. Meta’s decision to release an iPad version in September 2025 signals more than just filling a long-standing gap—it represents a clear strategic shift. At the forefront of this new app experience is Reels, Instagram’s answer to TikTok’s dominance in short-form video.

By prioritizing Reels in its interface, Instagram positions itself not just as a photo-sharing network optimized for larger screens but as a serious player in the global short-form content race. This launch also arrives at a time when TikTok faces mounting challenges in several markets, offering Instagram a timely opportunity to strengthen its hold on younger audiences.

Reels—First Experience on the Big Screen

The iPad app launches directly into the Reels feed, making short-form video the main attraction. Instagram describes this as “lean-back entertainment,” designed for passive consumption similar to television. With Reels already accounting for more than 20% of the time users spend on Instagram, the move underlines how central video has become to the company’s growth strategy and how much it wants to compete directly with TikTok.

Familiar Instagram Features, Optimized for Tablets

While Reels lead the way, the new app does not abandon Instagram’s familiar features. Stories remain at the top of the screen, while a new “Following” tab provides three feed views—All, Friends, and Latest. This allows users to customize their experience: from algorithmic recommendations to a chronological timeline. The app strikes a balance between Instagram’s traditional photo-sharing roots and its modern video-driven direction.

Smarter Layout for Larger Displays

The iPad’s larger screen allows for design improvements that make navigation easier. Direct Messages open in a split-screen view, letting users keep conversations visible while browsing content. Comments on Reels expand without pausing or blocking the video, encouraging real-time interaction. The overall interface feels closer to desktop messaging apps, making multitasking seamless and more natural.

A Shift in Meta’s Priorities

For years, Instagram’s leadership downplayed demand for an iPad app, arguing that the user base was too small to justify development. This sudden turnaround reflects larger industry shifts: the explosive growth of short-form video, TikTok’s uncertain regulatory future, and the rise of tablets as entertainment devices. Meta now sees the iPad not as a niche, but as a valuable platform for keeping audiences within its ecosystem.

Looking Ahead: Android Tablets Next

The iPad app is rolling out globally and is available on devices running iPadOS 15.1 or later. Meta has also confirmed that an optimized Android tablet version is on the way. By extending Instagram beyond the smartphone, the company aims to create a more immersive experience that matches how people consume video today—on bigger, more versatile screens.