Following the announcement of surprisingly strong iPad revenues in August, it appears things are returning to normal for Apple’s struggling tablet division. Demand for the latest iPad Pro has fallen well below the numbers Apple initially predicted, according to a new report.
Earlier this week, Display Supply Chain Consultants (DSCC) published an analysis (you’ll need to subscribe to read the full article) indicating that demand for the OLED panels used in the new iPad Pro models “really slowed after a strong second quarter of 2024”. .” Shipments were down 40% in the third quarter and are expected to fall another 30% by the end of the year. The larger 13-inch model is expected to see an astonishing 90% drop in shipments in the fourth quarter.
DSCC contrasts this worrying decline with its opinion that the 2024 Pro has the best screen and thinnest design on the market. But having the best screen and thinnest design won’t get you very far if your tablet costs so much that people can’t afford it — and even the smaller of the two 2024 iPad Pro models starts at $999 , much more than most potentials. customers would be looking to spend. The iPad user base is mostly dominated by casual users who have absolutely no need for the high-end specs and features offered by the iPad Pro and who, for that matter, have no need for upgrade their devices regularly, which is bad news for the latest edition of the iPad Air and the impending new versions of the standard iPad and iPad mini.
Shortly after these positive sales figures this summer, I argued that it was simply a temporary increase in sales caused by stifled demand after a long period without new models and that the fundamental problems – not enough business customers, too many casual customers with little interest in upgrading regularly, iPadOS having failed to convince as a working operating system, remained. I challenged the iPad to continue its momentum into the next quarter and predicted it wouldn’t. I take no pleasure in being right.
$969.52
