Apple on Tuesday announced a new version of its 9.7-inch iPad, and a special edition of the iPhone 7 and iPhone 7 Plus.
Apple sold nearly 13.1 million iPads during the holiday shopping season, Apple announced in January, a
19 percent decline from the prior year. Still, Apple's management told analysts that iPads saw double-digit growth in Mainland China and India, where the market was expanding.
"I still feel very optimistic about where we can take the product," CEO
Tim Cook said in January.
Apple has also leveraged its growing roster of enterprise relationships to get iPads into the hands of businesses.
Health care providers, for example, have had access to special software in Apple's HealthKit.
Apple has also upped its
advertising on the iPad, touting cybersecurity features and productivity tools.
This time last year, Apple released the
9.7-inch iPad Pro, priced from $599, which featured Apple Pencil compatibility, and an improved display. Since then, Apple has focused on major overhauls to iPhones, MacBooks, Apple Watch, and software like the TV app.
Apple shares closed at an all-time high of $141.46 a share on Monday.
— Reporting by CNBC's Josh Lipton and Sally Shin