Is the iPad dead? No, or a minimum of not yet. And a brand-new report recommends Apple’s tablet technique is getting more things right than incorrect.
CIRP (Consumer Intelligence Research Partners) has actually published to Substack a post called iPad Refresh Looks Like It’s Working (by means of MacRumors). This exposes that clients are progressively turning to the iPad Pro, at the expense of sales of the iPad Air and iPad mini.
In the 2nd quarter of 2023, according to the company, iPad sales were divided as follows:
iPad (requirement): 35%.
iPad Pro: 38%.
iPad Air: 15%.
iPad mini: 12%.
But for the very same quarter in 2024, percentages had actually moved in favor of the Pro:.
iPad (requirement): 35%.
iPad Pro: 43%.
iPad Air: 12%.
iPad mini: 10%.
The intriguing thing here is that this year Apple introduced brand-new designs of the iPad Pro and iPad Air: if anything, it may appear instinctive to anticipate those 2 to increase share and the other 2 to drop. Yet the Air dropped and the basic iPad held constant. Why could this be?
Well, to start with the vanilla iPad might not have actually got a brand-new design, however it did get the next best thing, a rate cut, especially for a gadget that we broadly liked however rather overpriced at launch.
And while the iPad Air got a brand-new design (or more brand-new designs, with the brand-new screen size), it wasn’t much of an upgrade. Apple continued to press hard on its upsell technique; every part and function choice appeared to have actually been made to denigrate the Air and motivate users to purchase the Pro rather. The Air got an M2 processor, a 6.1 mm chassis, and a laminated LED screen, while the Pro was handed a clearly exceptional M4 chip, a 5.3 mm chassis, and a tandem OLED screen. As I’ve composed in other places, the Air looked like an odd afterthought that was simply there to make the other iPads look much better.
So perhaps this isn’t as much of a surprise as you may believe. And it’s definitely great news for Apple: pressing more Pros is precisely what it wished to do. Possibly now it will release brand-new variations of the basic iPad and iPad mini and improve sales at the other end of the marketplace.
