I think "iPad is a big iPod" worked great, but then they brought out the iPad Pro. That thing was supposed to be for Professionals doing Professional Work Things. After that came the iPad Mini, which is an iPad but smaller (so it's an iPod but bigger but smaller?).
Weirdly enough, I don't think the iPad Pro is more than just the iPad but faster and bigger. There are tons of model-based software restrictions between the different models for what I assume are market segmentation reasons.
Meanwhile, Samsung has had Dex for a few years now, and it works great. It's included on any midrange product and up and it feels like what you would expect from "what happens when I plug my phone/tablet into a USB C dock".
Apple's reveal of their weird multitasking iPad interface was quite humorous to me. It just screams "don't try to do anything professional on here" compared to the existing solutions Samsung have provided for years.
Too bad Qualcom/Samsung/Mediatek can't figure out how to compete with Apple. Dex on an iPad could replace many people's laptops and desktops and compete with Microsoft's Surface series.