Dive Brief: 

• Apple has revealed it will unveil new iPad versions at an event on Oct. 16th. 
• The tech giant is hoping new features and options will help iPad make up a bigger portion of Apple's sales so it is less dependent on the iPhone, which currently makes up half of the brand's annual revenue. 
• Sales of Apple's iPad are down 13% this year, and Samsung's tablets have been gaining serious ground with a 26% sales increase in the first six months of the year—an indicator Apple has some serious marketing work to do with the new iPad model.

Dive Insight: 

A launch event for Apple is always a big deal, and as usual few details are available about the upcoming event. If the brand wants iPads sales to improve it will need some serious upgrades and marketing savvy. Time will tell if a new round of iPads will boost sales or if the phablet craze on the iPhone 6 Plus will win out.