Does that last paragraph confirm we won’t be seeing new 14 and 16” mBp until 2023?
Apple saw a sharp decline in iPad sales in fiscal 2022, according to earnings results for the fourth quarter that were shared today. iPads brought in $29.2 billion in 2022, down from the $31.8 billion in sales Apple saw in 2021.
For most of 2022, iPads saw little attention and supplies were notably constrained. Apple refreshed the iPad Air in March, but did not introduce a new design, focusing primarily on the addition of an M1 chip.
No other iPads were refreshed during the fiscal 2022 year, and while the iPad Pro and iPad just received updates, those sales will be counted in the first quarter of fiscal 2023 due to the timing of the launch. Apple has said multiple times this year that it has faced supply issues with the iPad, which may have impacted sales.
In the fourth quarter of 2022, iPads brought in $7.17 billion in revenue, down from $8.25 billion in the year-ago quarter. The year over year comparison is difficult as Apple introduced new iPads during the fourth quarter last year.
While iPad sales faltered in fiscal 2022, Mac sales were up even though there have been a limited number of refreshes. Apple revamped the MacBook Air and 13-inch MacBook Pro models in June, but we are still waiting on refreshes of other models like the Mac mini and the 14 and 16-inch MacBook Pro.
Apple also saw supply constraints with Macs throughout the course of the year, but interest in the M1, M1 Pro, M1 Max, M1 Ultra, and M2 chips has resulted in steady sales. Mac revenue was at $11.5 billion in the fourth quarter of 2022, up $2.5 billion year over year. In fiscal 2022, Macs earned a total of $40.1 billion, up $5 billion from the $35 billion that Macs earned in fiscal 2021. The Mac is attracting new customers, and in Q4 2022, half of Mac buyers were new to the product line.
During today's earnings call, Apple CFO Luca Maestri said that Mac revenue will decline substantially in the holiday quarter on a year over year basis due to the Mac launches that came last year.
Article Link: Apple Sees Falling iPad Sales in Fiscal 2022, But Mac Sales Up
Got a tip for us?
Let us know
Become a MacRumors Supporter for $50/year with no ads, ability to filter front page stories, and private forums.
Apple Sees Falling iPad Sales in Fiscal 2022, But Mac Sales Up
- Thread starter MacRumors
- Start date
- Sort by reaction score
Make the entry point iPad actually usable, so that people buy more iPads than the PCs (not just the Macs).
You're both basically right with a relatively small number of exceptions out there. It really is best to buy a device that knows what it is and is optimized for what it is. I know a few people who swear by iPads with keyboards and some who love their laptops that "convert" into bulky tablets.
But even for the folks who do like those form factors, I have seen the novelty wear off. They buy it, use it a ton initially and talk about it and then slowly start using the device in a single form factor (tablet or laptop) or stop using it altogether.
I have a close friend who swore by his iPad Air with Magic Keyboard when he got it. He loved it. Over time the novelty wore off and he basically realized he just wanted a laptop and his new M2 MacBook Air arrives tomorrow.
I was the same way with my iPad 2 (maybe iPad 4?) when I got a Zagg keyboard cover for it. At first I was all excited, but eventually the keyboard just got in the way of using the iPad like a tablet so I bought a Smart Cover and started leaving the keyboard at home.
The only iPad keyboard that I find unobstructive is the origami-style Smart Keyboard Cover they originally sold with the iPad Pro 10.5-inch and is now functional with the 9th-gen (and 8th-gen) iPad and iPad Air gen-3. For the most part, your could treat that lightweight keyboard like a Smart Cover and just fold it behind the iPad when you did not want to use it. And when you did want a keyboard, it was there and ready to be used. However, you may want to keep track over time of how often you actually use it as a keyboard. It became very rare for me -- but at least the keyboard did not add too much bulk or get in the way so it did not detract from the iPad experience.
Personally, I love the iPad as a tablet with the Apple Pencil. Features like Scribble that emphasize the tablet form factor are great -- as is the new Apple Pencil "hover" feature. I love it when Apple focuses on the tablet side of iPad rather than the pretend-laptop side of iPad. For the most part, the pretend-laptop stuff is accomplished through accessories, but moving the FaceTime camera on the 10th-gen iPad was definitely geared at the pretend-laptop form-factor. I get that even without a keyboard, the Smart Cover props up the iPad in landscape mode, but I often hold my iPad during a FaceTime call and if the person I am calling is using an iPhone, it is better for me to use portrait orientation so my image shows up better on their iPhone.
For the record... I did oooh and ahh when I first used the Magic Keyboard trackpad with iPad. I think I would love that feature for about 1 to 3 months before I just started pulling out my MacBook instead.
This is it exactly. Even in Apple's own product demos trying desperately to show work being done on an iPad, it just seems forced. They are excellent consumption devices.
Multitasking is not the problem, and that's all Apple seems to think is an issue. On something like an iPad, only being able to run apps from the App Store is a much clearer issue.
Edit: Ha and see even reactions to this are strong, one disagree (feel free to comment and tell me why I'm wrong) and one love. Even the people can't seem to agree on what it should be, so I see why Apple is confused.
If someone is an artist or photographer, and likes to draw on it or use it to show pictures, or maybe a realtor to show houses. It's not that it can't be used for work, I just don't think Apple should lean so hard into that.
Macs are outselling iPads, confirmed again today. I don't see anything wrong with emphasizing the iPad more as an entertainment device. The iPad Pro is a fantastic portable TV.
Last edited:
That is a good question. I think M1P/M are selling well and they don't need to rush a new product now. Also they may be waiting for the 3nm process prices to go down or they risk increasing the prices too much or giving too few differences to M2 versus M1. I am on the fence, my wife needs a better computer and my M1 Air is enough for her. I also find the 13" screen too small and being eyeing a 16 for some time. But it will be a bummer if I pull the trigger and 1 month down the road (or less) new hardware comes out with similar price.
However, as I am in Europe, prices are going up even on not new hardware (iPad Air and mini for instance) and maybe I get a better deal buying now.
Decisions, decisions...
This mirrors my experience as well. After the battery in my 2016 or 2017 (or whatever the one with the terrible keyboard was) exploded, I decided to try the iPad life. Got the magic keyboard, the pencil, a dongle... rented tons of software. But after about a year, I traded all of that to someone for their M1 Air. It was so refreshing to be able to actually do things again. And without the ridiculous amount in rental costs for subscription software that attempts to replicate functionality of an actual computer.
I eventually bought an iPad Mini and I use it for content consumption and scribbling, which are things iPads excel at. Definitely not a laptop replacement for anything I do.
The current iPad offerings are one of the most confounding and least compelling product lineups from Apple in decades. A self-inflicted mess from a CEO who knows nothing about brand strategy.
And notice that the iPad mini is the one iPad that knows exactly what it is: a tablet. Apple does not even make a keyboard cover option for it (though some third-parties do and bluetooth keyboards work). The mini is too small for a properly sized keyboard and it is so small, it just wants to be held (usually in portrait orientation unless gaming or watching a movie). The mini is almost liberating because you don't think about using it like a laptop and so you don't try.
I am a bit confused about one thing... what did you mean by "rental costs for subscription software that attempts to replicate functionality of an actual computer". Are you talking about how iPad apps typically require the annual subscription rather than being a one-time purchase?
This nails it. I bought an Air for content consumption, also considered an e-ink device, but after seeing how slow those screens are and the price they go for on decent sizes (I wanted something for PDF and not just some weekend reading) I decided to go for the Air. I can use it as a second monitor or even playing some video or following a course while I work on the computer. For me a computer is invaluable as a tool, iPad is a great consumption device, but not to create for me. Mind you I am not very good with hands, so drawing or even writing with the pen is a chore for me.
To each his own. I have a friend who bought the 12.9 and since she is an artist she draws wonderful things with it.
iPad will continue to suffer because Apple doesn’t seem to know what it wants it to be or how to position it against Macs. Not to mention, the lineup is a complete mess right now.
The iPad’s value prop was destroyed with the introduction of M1 Macs which gave Macs the same speed, instant on/off, and long battery life of iPads, but with a more capable software at a lower cost.
The iPad’s value prop was destroyed with the introduction of M1 Macs which gave Macs the same speed, instant on/off, and long battery life of iPads, but with a more capable software at a lower cost.
Totally agree. Way too many options. Just keep the cheap iPad and Pro’s.
Also - amazing to me that the first update to Pad Pro’s in 18 months was just a spec bump. Apple had 18 months to change more the M1 to M2. Resting on previous laurels will not help your business and just seems lazy, especially when I am a die hard iPad fan.
That is the issue, the ipad has ultimately nowhere to go.
The macbook air at $1K is becoming VERY powerful with each iteration, and getting lighter and smaller. Apple does not want to trade selling a $1K/$1,250 device for a $500 ipad, so it intentionally limits the ipad capabilities and OS.
I personally cannot see the ipad existing or being anything but a niche product in 2-3 years. I still have mine from 2011 or so and rarely use it. If I get a MBA, it will really have no use.
The new iPad 10th gen with the silly keyboard thing costs more than i bought a base model m1 Macbook Air for if you compare the 256gb storage tier of each.
The Mac brings in more revenue than the iPad if we strictly look at hardware sales. When Apple sells a Mac to a customer, that’s it. That customer no longer brings in any meaningful inocome after that one hardware sale. iPad users on the other hand hold on to their device longer on average and they keep paying for apps and in-app purchases over many years. Apple makes 30% of every transaction in the iPad App Store. I wouldn’t be surprised if the iPad is just as profitable as the Mac or even more if we put it all in context.
Last edited:
Well surprise surpise Tim. Nobody wants toys to do real work.
Moving the camera from one position to another is a design refinement, not a world shattering new feature. iPads do not have potential. They've reached a preliminary peak in their development. The M2 iPad Pro isn't significantly faster and wouldn't gain anything from being much faster. A new trajectory of improvement must be found to make a difference.
I suppose I can understand their logic for ProMotion only on the Pro, but the rich sounding quad speakers on the lower models would be a smash hit.
I just returned a 2022 11" after owning it for one day and confirming that my 2017 10.5" still offers what I need.
2 years ago I bought my wife a new iPad right before (like 1 week) the M1 Mac Air was released. My wife bought a keyboard to go with the iPad.....which made it more expensive than if I had bought her the M1. In addition:
Unless something absolutely spectacular happens with the iPad in the next few years my next replacement for my 2018 iPad will be a Mac Air.
- The battery would last longer.
- It could have run more programs including a Word Processor and light photo editing.
- The screen would have been bigger.
Unless something absolutely spectacular happens with the iPad in the next few years my next replacement for my 2018 iPad will be a Mac Air.
While the iPad doesn’t outsell ALL PC’s, they HAVE sold more than the entire laptop lines of HP, Dell, etc. individually. I haven’t seen any recent analysis comparing iPad sales since Apple got to the point where they’re unable to make enough.
iPads returned less revenue than Macs, but iPads have been returning less revenue BUT outselling Macs in unit sales for years. I wouldn’t be surprised if it was still the case even with these low numbers. People in general would really rather have fantastic portable TV’s than Macs! (except for Mac people)
Of course, it has to be said, people in general (not Mac people) are using pretty much ANY device they have access to as a TV. The fact that they go for the cheaper TV is not surprising.
Difficult to compare as the average selling price of an iPad is much lower. Suggests that the iPads that move in numbers are the low end models, the people buying those are not really the same people buying Macs.
Would be interested to see iPad Pro sales vs the entry level mac models (MBA, MBP 13)
Yes! Anything that gets Apple to focus back on real computers is great in my book.
I think Apple knows what they want it to be and they’re working towards that. I think there were people with Macs awhile that bought the iPad, maybe because of the Apple logo. But, as the iPad isn’t and likely won’t become a Mac, those Mac folks went back to the Mac. That’s not surprising at all.