Dive Brief:

• Analysts say Apple will face challenges attracting businesses to its new iPad Pro because companies are reluctant to switch software vendors, Reuters reports. It doesn't help that the iPad Pro has few business apps as of yet.
• Apple wants to grow its enterprise business as the company saturates the personal device space.
• Forrester predicts tablet sales to businesses will represent as much as 20 percent of the overall tablet market by 2018.

Dive Insight:

At the Sept. 9 Apple event announcing the iPad Pro, Phil Schiller, Apple senior vice president of worldwide marketing, called the iPad Pro "ideal for professional productivity."

But analysts say it could be a tough sell. A Forrester survey of more than 4,000 office workers last year found most rely on laptops at work and that the majority of companies use applications and databases that aren’t compatible with Apple's iOS.

"They've tried to ..focus on the enterprise but over the last two years it has really not been successful," Daniel Ives, a senior analyst at FBR Capital Markets, said of Apple.

Apple recently entered into partnerships with IBM and Cisco aimed at creating more enterprise-friendly software to run on iOS. Microsoft, meanwhile, has had fair success with its Surface Pro in the business market. Microsoft said its Surface line of tablets brought in $888 million in the most recent quarter, up 117 percent from the year prior.