From Long-Awaited Launch to Rapid Redesign
After more than a decade of users asking for it, Instagram finally released a native iPad app late last year, promising an experience tailored to bigger screens. The most striking element of that Instagram iPad app redesign was a Reels-first layout: opening the app dropped users straight into Reels instead of the traditional Home feed. Instagram framed the decision as a response to how people supposedly use tablets for “lean back entertainment” and to the reality that Reels have become a primary discovery surface on the platform. But the new Instagram user interface immediately divided opinion. Many who had waited years simply wanted the iPad app to mirror the familiar iPhone experience rather than act as a dedicated video portal, setting the stage for a swift backlash and, ultimately, a rethink of the design.
Why the Reels-First Layout Failed on Tablets
The Reels-first layout misjudged how tablet users think about app hierarchy and control. On phones, Reels already sit one tap away, but the main Home feed still anchors Instagram’s identity. By putting Reels front and center on iPad, Instagram blurred the line between a social feed and a video streaming app. Users opening Instagram to check posts from friends were instead greeted by a full-screen, algorithmically driven video stream. That shift felt intrusive rather than convenient, especially on a large display where people often multitask or browse more deliberately. Reddit threads and other feedback channels show users repeatedly saying they wanted Instagram on iPad to “feel like Instagram,” not a different product. For tablet app design, where space invites more complexity and flexibility, a single content format dominating the entry point came across as a mismatch with expectations.
Back to a Familiar Instagram User Interface
In response, Instagram is rolling back the Reels-first approach and moving closer to the standard mobile layout. Instead of launching directly into Reels, the iPad app now opens on the usual Home feed that blends posts from accounts you follow with suggested content. Reels regain their dedicated tab, echoing the iPhone structure and restoring a sense of navigational clarity. Instagram is also removing the redundant ‘Following’ tab, which overlapped with existing ways to see posts from followed accounts, simplifying the interface. Importantly, this isn’t a complete retreat from tablet optimisation. The app still leverages the bigger screen by letting users scroll comments while watching Reels and view their DM inbox alongside an open conversation. The result is a more familiar Instagram user interface wrapped around features that genuinely benefit from the iPad’s larger canvas.
Balancing Algorithmic Discovery with User Expectations
Instagram’s brief experiment underscores the tension between maximising algorithmic content discovery and respecting established user habits. Reels are a major growth engine, but making them the default iPad entry point treated all use cases as passive entertainment. Tablet users often treat their devices as halfway between a phone and a laptop—good for reading, multitasking, and managing multiple feeds at once. A phone-first mindset imposed on that environment created friction. The reversal suggests Instagram recognises that algorithmic surfaces work best when they are easily accessible yet optional, rather than forced. For designers, the lesson is that tablet app design can’t simply upscale mobile priorities; layout choices must reflect context of use, not just engagement metrics. Instagram’s course correction shows that even large platforms must occasionally step back when growth-focused interfaces collide with what users actually want from familiar apps.