Apple Sold Fewer iPads Year Over Year for 13th Straight Quarter as Tablet Market Shrinks to Five-Year Low

[Mark Holmes]

I'll say it, again. iPads are limited by their lack of trackpad support and sales will continue to slide until iOS becomes an OS that is functional in laptop mode. You can't sell us on the idea of iPad replacing laptops as long as we have to reach up to touch the screen to navigate basic functions. There is a cognitive disconnect between Apple telling us there is no place for touch in MacOS, while telling us that an iPad can replace a laptop.
I say this, as a dedicated iPad user. I literally use my iPad Air 2 for HOURS every single day. But when I need the laptop form function, I use a laptop. I recently tried, again, with a sturdy stand, to try and use my iPad on the desk where I keep my laptop. But reaching up constantly for scrolling, basic navigation, etc., just doesn't make sense.
Mr. Cook, Mr. Ive, whoever makes this decision: add trackpad support to iOS for iPad and watch sales take off again.

 

[dan110]

Allowing tablets to have multiple accounts means that the devices can be shared; obviously. Shared machines reduces the need to purchase fewer machines for a household family. Apple wants each person to have his/her own device since that means more sales.
its all about the money.

In my home, we have no less than five Apple computers and one Win Machine- all with the ability to be shared. Conversely, we have two iPad Minis. One for me and one for the wife.

I like my iPad set up a certain way and my wife likes her's set up a certain way that's completely different. We realized that an iPad for the two kids would be money poorly spent. Plus, there's no robust way to cordon off and monitor their usage if we bought them one or if they used ours. Hence, they got both got an Amazon Fire for $60 or so.

IF in the unlikely event, Apple decided to make the iPad truly customizable with shared accounts and/or serious parental monitoring and controls, then I wouldn't mind dropping $500 per unit on one for the both of them to share or probably one for each. So, for now, the $60 Kindle will do.

In summary, your assumption isn't necessarily true.

 

[RHammer]

The market is saturated.

Unlike smartphones, there is no urgency updating tablets.
I have a first generation iPad Air, and it is still working fine for the things I got it for:
Browsing the internet, reading emails, and watching Netflix.

 

[nt5672]

I was ready to upgrade my first gen iPad Air to a maxed out iPad Pro, if they hadn't stuck with Lightning months after their MacBook Pro line clearly already signalled that USB-C is the future.

Yep Apple's current line-up is a mess. This is one difference between Jobs and Cook.

 

[hybrid_x]

For many people, there really isn't a good business case for ongoing investment in a tablet. I'd guess that 90% of people use it for browsing, light email, and media consumption (Netflix, etc.). None of these activities require 18- to 36-month upgrade cycles the way regular computers do.

Even with a keyboard, the iPad is pretty mediocre and frustrating as a platform to do real work with. So it's for entertainment only. How many upgraded their iPods before they really needed to? (Lost, stolen, broken, or maxed-out capacity.)

I'm still using my first iPad (a 16 GB 4th-generation model), and while its limited RAM and storage make it challenging sometimes, I see very little upside to upgrading a device I only use for leisure purposes.

 

[44267547]

Reading through these posts, I think the general consensus is that other iPad models are still fully functional and meet most needs, where they don't feel the need to upgrade on an annual basis as they would an iPhone. Apple makes a great device and is supported for a decent amount of time, where are these other iPads that are newer, may not offer the necessity of functions that some may not find appealing with the Apple Pencil or the Smart Keyboard to Justify an upgrade.

I Personally question how much functionality can Apple really add to an iPad, aside by continuing to improve iOS for the iPad and the hardware itself.

However, I still think it was a brilliant move by Apple making a lower-cost iPad for the $329 model to draw in the demographic who wanted an iPad, but perhaps didn't want the Pro model which may have been out of their price range.

 

[JMacHack]

Even with a keyboard, the iPad is pretty mediocre and frustrating as a platform to do real work with. So it's for entertainment only. How many upgraded their iPods before they really needed to? (Lost, stolen, broken, or maxed-out capacity.)

This makes me laugh, I still have my fully-functional 2006 iPod nano, the first and only iPod I ever bought. (tried to upgrade to a Zune in 2009 on a friends recommendation, it was garbage and quit working within a week).

 

[Paul Dawkins]

Well if you fragment it more next year i'm pretty sure you will sell more iPads ... wait that didn't sound right.

 

[bluespark]

I use my iPad Air 2 more than any other device. I love it. Totally.

For what I use it for (web surfing and YouTube and magazines), there's absolutely no reason to upgrade.

Completely agree. Plus, I use the excellent Qode keyboard case with mine, so it feels exactly like an iPad Pro.

 

[CrystalQuest76]

What if I want offline access to this media? Also does media in iCloud Drive show up in the Music and TV apps? Can you use iCloud music library outside of iTunes?

You can download the media in iCloud when you have access. That media will still be on your iOS device when you loose connection. I am not sure about the answers to your second question. I don't understand your third question. Give it a try and see what happens.

 

[Mr. Dee]

I was hoping for a new iPad Pro last year when I visited the states in November. They didn't update it, so I saved my money.

Also, iOS needs to stop acting like immature brat and gain some adult features like proper window management, local file manager (even if its integrated with iCloud), a smart cover with similar tactile feedback like the Touch Cover and function keys that are powerful for a number of task. Don't skimp on features either: 3D Touch should be an obvious feature and it should be system wide, I should be able 3D touch every object or file with sensible options.

 

[Westside guy]

We have 6 iPads in the house, not one of them is less than 2-3 years old. They don't need to be upgraded like phones.

Yup. We just bought an iPad Mini 4 to replace my wife's iPad 2... and in a few months we're going to buy another Mini 4 to replace my original Mini.

So that's a useful life-cycle of - what, 4-5 years?

Incidentally, I had purchased an iPhone 6 Plus in part to see if that could completely replace the Mini for me; but in my case it turns out the compromises are more than I want to deal with. So when I do replace the phone (in another year or two), I'll be downsizing again.

The iPad Mini is really the perfect size!

 

[MacManTexas56]

The problem with the iPad and i think the main reasons why people don't upgrade them often is that they don't do anything really different from the newer one if you are a basic user. I used to love the iPad and have had every model, but have stopped at the iPad Air 2. I have rarely used it in the past year. My iPhone does everything i need it to do and more. Besides the Air 2 being bigger, it doesn't offer anything my phone doesn't do. It's awkward to type on and if i wanted to type a lot i would just jump on my macbook air. It's just a bigger phone is all it is in my eyes....same with lots of people that I know. My sister still rocks an original iPad bc there isn't really anything different that new iPads would do for her. Sure they are slimmer, but for her, the ipad 1 still handles everything she wants to do.

Also, for me, they haven't made it exciting enough to want to upgrade. The same issue with the iPhone, i used to upgrade every year, but lately, nothing has really changed all that much so not worth it anymore. If they made an iPad hybrid like the surface they would sell a ton, but again, Apple is always so restrictive on what they want to do. I think it's finally catching up to them as consumers have gone elsewhere or they decided just not to upgrade as often bc it's not worth it. I know i'm in that boat, anyone else?

 

[Soccertess]

When will Timmy get replaced.

Honestly, if you have an ipad, there is no reason to upgrade. It's just the same piece of hardware, with spec bumps. Until Ipads utility change, sales will continue to slump.

Not sure Timmy has any vision left, he is basically retired, working on social causes. TIME TO LEAVE!

 

[tongxinshe]

A fundamental error in this study -- you need to count all detachable 2-in-1s into the tablet category!
[doublepost=1493922172][/doublepost]

Update the 12.9" with what? Hardware isn't the problem with iPad, software is. One thing I wish Apple would do is require every iPad app to support split view. And find a way to make drag and drop work between apps when in split view mode. Also finally give us a file manager so we don't have to use itun3s on the desktop to load media or other files onto the device. There has to be a way they can do this and still protect people from messing anything up. I want to be able to load audio and video onto the device (and have access to it) without needing desktop iTunes. I want to be able to edit metadata without needing to use desktop iTunes. My guess is it's not a technical issue but management being stubborn in how locked down they want iOS to be.

You can always use AirDrop to load files to your iPhone or iPad. You can also put those files onto your iCloud Drive and then access them on your iPad.

 

[rumplestiltskin]

Yeah; we're in the "post-PC era". Right. I have a bridge I'd like to sell you...

 

[shurcooL]

My iPad mini (with LTE) has replaced my phone for me. I use it and rely on it every day. It's really nice.

But I still haven't upgraded from iPad mini 2, because iPad mini 3 was a joke (added Touch ID, nothing more), and iPad mini 4 was nice but kinda outdated on release (using A8 when A9 was already out, barely better than my A7). Still waiting for a good new iPad mini to be released...

 

[GrahamHedrick]

Apple, you got your butt tanned by the surface. The iPad is still for consumption, not creation. I want to run photoshop and Lightroom on the iPad

 

[guzhogi]

Where I live, the market seems fairly well saturated. A lot of people already have smart phones, computers/tablets. Plus, IMO, there hasn't been enough of an improvement between each generation to warrant a purchase. But then again, I just check e-mail, watch Netflix. Nothing too demanding.

 

[JGIGS]

Tablets are squeezed between smartphones with larger displays and notebooks with better performance and access to desktop apps.

This is the exact reason I've never bought a tablet. Prefer using a notebook/laptop or whatever the kids call them these days. Not to mention notebooks are also getting so much lighter and more compact.

 

[ThisBougieLife]

Yeah; we're in the "post-PC era". Right. I have a bridge I'd like to sell you...

I still use desktops, so I'm back in the stone age I guess

 

[SeattleMoose]

I have an iPad G4 (2012/9.7') with 128GB that I use EVERY DAY. It is an integral part of my life (music, books, lyrics, song composition using GBand, movies, surfing/mail, etc.) even though when the iPad was first announced I was put off by Jobs hype as it being "magical" and such. But that turned out to be short lived. When I played with one in The Apple Store...the lightbulb went on. Why try to do anything useful (books, GBand, etc.) on a tiny little screen when you can do so on a bigger one? Fact is my iPad still "just works" and iOS updates are still being supported for my "old" device. I have zero reason to update but I have to admit the one with the large screen is tempting. It is bigger, faster, and lighter. Maybe I should get it before they remove the headphone jack?

 

[fathergll]

I find ultrabooks much better to use. I really like iPads for browsing some things and its great to fool around using google maps but for input its no where near as good. For example just browsing a forum and typing is much easier on a laptop especially when you can rest it somewhere.

 

[macdragonfl]

Reading through these posts, I think the general consensus is that other iPad models are still fully functional and meet most needs, where they don't feel the need to upgrade on an annual basis as they would an iPhone. Apple makes a great device and is supported for a decent amount of time, where are these other iPads that are newer, may not offer the necessity of functions that some may not find appealing with the Apple Pencil or the Smart Keyboard to Justify an upgrade.

I Personally question how much functionality can Apple really add to an iPad, aside by continuing to improve iOS for the iPad and the hardware itself.

However, I still think it was a brilliant move by Apple making a lower-cost iPad for the $329 model to draw in the demographic who wanted an iPad, but perhaps didn't want the Pro model which may have been out of their price range.

I definitely agree with your analysis as my tried and true iPad 4 with 64 gb is still going strong, wow it's been almost 5 years! The new low end option is one to consider, but will most likely go with the next pro. But thought is was a great move to introduce that one! Also some loss in sales has come from the larger screen iPhones. Some may be able to afford only one device and go with a plus phone as opposed to a mini now and save money.

 

[Swazaloo]

I have an iPad mini 2, and it's slow to the point that I don't even want to use it anymore. I'll be upgrading to the new iPad soon. iPad is still my favourite way to consume content.