iPad Pro and iPhone 6S advertise 4K video editing capability that's only possible with custom chips, re-architected motherboards, etc. They could again be first in the industry to do something noticeably different. Here they're giving cheaper, low power, mobile devices capabilities that are otherwise only possible on desktops. Preferably $3000+ machines. That's what their vertical integration allows.

Although currently this 4K video editing on iPads is not working well.