iPad Pro Accounted for Less Than One-Third of Apple's Tablet Sales Last Quarter

[MacRumors]

While the iPad Pro lineup has increased Apple's tablet revenue based on higher price points, helping offset a lengthy slide in units sold, the latest data from market research firm IDC claims the iPad Air and iPad mini lines accounted for more than two-thirds of Apple's tablet shipments in the fourth fiscal quarter.

Apple officially reported 9.26 million iPads sold in the quarter, representing late June to late September, but it does not break down its tablet sales by individual model. IDC did not share its methodology behind calculating iPad Pro sales specifically, but vaguely notes that it uses proprietary tools and research processes.

Despite selling some 600,000 fewer iPads compared to the year-ago quarter, Apple's tablet revenue remained flat at just over $4.2 billion in the quarter. The reason: iPad Pros cost more. The higher ASP is important for Apple as the worldwide tablet market continued its slump last quarter.

IDC estimates tablet shipments dropped to an estimated 43 million units in the quarter, marking a 14.7% year-over-year decline. Apple led all vendors with 21.5% market share, up slightly from 19.6% in the year-ago quarter, while Samsung trailed in second with an estimated 6.5 million shipments and 15.1% market share.

Amazon and Chinese competitors Lenovo and Huawei rounded off the top five with an estimated 3.1 million, 2.7 million, and 2.4 million tablet shipments respectively in the quarter. Amazon saw explosive 319.9% growth due to its Amazon Prime Day sale in early July that led to a huge surge in shipments of its Fire tablets.

During its recent earnings call, Apple financial chief Luca Maestri said the company is "highly successful" in the tablet market, with 82% market share of premium tablets priced above $200. Meanwhile, IDC said other vendors are "racing to the bottom" with low-cost, sub-$200 traditional and detachable 2-in-1 tablets.

"The race to the bottom is something we have already experienced with slates and it may prove detrimental to the market in the long run as detachables could easily be seen as disposable devices rather than potential PC replacements," said Jitesh Ubrani, senior research analyst with IDC.

Article Link: iPad Pro Accounted for Less Than One-Third of Apple's Tablet Sales Last Quarter

 

[OldSchoolMacGuy]

Not surprising.

All those general users that have no need for the additional features and price of the Pro. Think about all the iPads sold to be used as cash registers. Not at all surprising that most of the iPad buyers didn't opt for the Pro.

Guess what? The Porsche 918 made up less than 1% of Porsche's sales last year.

 

[Rob_2811]

"What is a computer ..?"










(about three grand in Apples world...)

 

[slimothy]

Well... not sure what anyone was expecting...

 

[Justind]

maybe bring force touch to the screen. I returned mine because it doesn't have it.

 

[Jaymes]

Everyone was waiting for the new MacBook Air instead. You know ... a computer.

 

[Hirakata]

I wouldn't doubt if this was accurate for all of Apple's products with the "Pro" moniker.

 

[soupcan]

Well, of course. Not everybody needs an iPad Pro or wants one because of the $100 premium over an Air.

 

[pat500000]

Update the hardwares with current tech. Stop with mobile crap..it's not healthy for anyone. Tim, let's use mediation and seek out visions....breath in.....breath out...again...breath in...breath out. Find your inner abusive self.

 

[TMRJIJ]

There needs to be something on iPad Pro in terms of software that could justify it, IMO. The displays and performance are great but not many apps out there that takes full advantage.
Otherwise my iPad Air 2 is staying put.

 

[Art Mark]

Do we have actual sales numbers for Amazon's Fire tablets? I mean, explosive growth of 319% could mean a lot of things. Are they even selling 1 million units a year? I have the large iPad Pro and use it for traveling and work. So I guess I've used it to replace a laptop for such events. My laptop stays at home more and more. But I still use it.

 

[Uni Grad]

Tablet?

I thought the iPad Pro was Apple's Super. Computer.

 

[formerapplefan]

No ****. The big one is a niche product that is impractical for most people, and the small one is like an Air 2 but more expensive and with the annoying camera bump in the rear.

 

[paulryp]

I would love one but they are STUPIDLY priced and so far away from a casual purchase at this point. Apple have lost the plot and their products are floundering now that the competition has caught up at a fraction of the price.

 

[btrach144]

I'm not surprised. You pay so much, yet get so little.

 

[Scottsoapbox]

I'm surprised it's that high a percentage. Seems like a pretty niche product to me.

 

[Bobby Corwen]

I think everyone had an iPad already and didnt have an extra 900$ around.

I use my 13 every day though.

Best content consumption device ever!

 

[HappyMacGuy]

I guess we'd just better discontinue it then.

 

[npmacuser5]

Well, of course. Not everybody needs an iPad Pro or wants one because of the $100 premium over an Air.

I believe the real premium is $360, if one wants all the functionality.

 

[tkukoc]

That's because they were on sale everywhere! The price completely dropped out on the pro market ipad's, of course they were 1/3 of their sales.

 

[gnipgnop]

iPad Pro 12.9" + Apple Pencil is the best drawing/art stylus combo I've ever used, including desktop Wacom Cintiq. Zero lag regardless of how fast you move the stylus or what type of drawing media the app is simulating. Pixelmator never seems to slow down regardless of how many layers you have in high-resolution. Same for Procreate. It crushes any previous desktop powered software/stylus I've used. Really drives home the usefulness of customized hardware at every level of user interaction.

 

[Polaroid]

maybe bring force touch to the screen. I returned mine because it doesn't have it.

Yeah Im not buying it until it has force touch, newer touch ID etc etc.. seems silly buying when it is using older technology lol

 

[Michael Scrip]

Do we have actual sales numbers for Amazon's Fire tablets? I mean, explosive growth of 319% could mean a lot of things. Are they even selling 1 million units a year?

Amazon has never shared sales numbers... but they must be selling them.

They sell them in a six-pack! You can buy six of the lil buggers for the price of one mid-priced tablet!

Volume!

 

[raybo]

No ****. The big one is a niche product that is impractical for most people, and the small one is like an Air 2 but more expensive and with the annoying camera bump in the rear.

Yeah the camera bump is a real deal breaker as nobody puts their iPad in a case....

 

[Blackstick]

Not a surprise. The iPad Pro remains so expensive and the accessories (pencil and keyboard) are also crazy money.