iPad Pro Shipment Projections Slashed on Sluggish OLED Panel Demand

[MacRumors]

Apple's M4 iPad Pro models with OLED displays are reportedly facing weaker-than-expected demand since their debut in the second quarter, according to a new analyst report.

Released in May of this year, the 11-inch and 13-inch devices marked Apple's first use of OLED technology in larger screens and were initially projected to ship up to 10 million units in 2024. However, in its latest analysis, market research firm Display Supply Chain Consultants (DSCC) has significantly lowered that forecast to just 6.7 million units.

DSCC's Ross Young reports that shipments of the 11-inch model are likely to decrease by 40% in the third quarter and a further 30% in the fourth quarter compared to the previous quarter. The larger 13-inch model is said to be experiencing an even steeper decline, with shipments projected to drop by over 50% and 90% in the third and fourth quarters, respectively.

Young attributed the lukewarm reception to several factors. The high price point, starting at $999 for the 11.1-inch model and $1,299 for the 13-inch version, may be deterring potential buyers who view tablets as complementary devices to smartphones or laptops. That's not to say that the new M4 processor and advanced display technology aren't impressive, but they may not provide enough incentive for consumers to upgrade their existing tablets. The limitations of Apple's iPadOS software could also be a factor.

The situation raises questions about the viability of OLED technology in maintaining Apple's premium pricing for tablets. Young noted that in the TV market, OLED has successfully competed with mini-LED technology, but the price differential remains a significant hurdle in the tablet space.

Apple is also said to be working on an OLED version of the iPad Air, and prior rumors have suggested that it will be released in 2026. However, due to sluggish sales of OLED iPad Pro models, Young expressed concern that the iPad Air's switch from LCD to OLED could be delayed by more than a year.

Despite the disappointing sales figures for the OLED iPad Pro, Young remains optimistic about the future of OLED in Apple's MacBook lineup. The analyst has previously predicted that the 14-inch and 16-inch MacBook Pro models will switch from mini-LED to OLED as early as 2026. Young said he still expects stronger demand for OLED laptops compared to tablets, pointing at the increasing adoption of OLED displays by PC manufacturers.

MacBooks with OLED displays would offer increased brightness and improved contrast ratio compared to LCD models, and the displays would also be more power efficient for longer battery life. The switch to OLED displays could also contribute to future MacBook Pro models having a thinner design.

Article Link: iPad Pro Shipment Projections Slashed on Sluggish OLED Panel Demand

 

[acblue94]

Shrink those ugly bezels for starters.

 

[Docsta80]

iPadOS has held back the iPad for years now.

 

[Dawn of Individual Merit]

The iPad will continue to be useless because of its OS limitations as long as Cook is too afraid of cannibalising the Mac.

 

[MaximizedAction]

Well we planned to and bought two of those on release and are quite happy with them.

If I had to guess a weakness, it’d be the pretty simplistic OS holding back the hardware’s potential and more use cases in people’s lives.

 

[SicTransitGloriaMundi]

Shrink those ugly bezels for starters.

those bezels are excellent if you actually hold the tablet in your hands.

ps: in before, "i'm still using my 2018 ipad pro and it still runs flawlessly"

 

[starlabjump]

The main reason is currently very limited iPadOs. More people realise that ipados is significantly behind the advancement of ipad hardware and its high price

 

[djc6]

Maybe its because older models are still plenty powerful for what most people do with an iPad.

Are M1/M2 iPad Pro users going to notice a serious difference?

 

[fwmireault]

those bezels are excellent if you actually hold the tablet in your hands.

They could have an hybrid software tweak where a digital bezel with a dead zone appears when the iPad is not docked to a keyboard. Because I agree that the bezels are huge

 

[DoctorMesmer]

I have a 2021 IPad Pro 12.9 inch that I mainly use as a coffee table and audio recording device, secondary to my M1 MacBook Air.. It has more than enough storage, processing power and the screen is great. For my use case, it’s probably overpowered and I can’t imagine upgrading to a newer model for a long time yet.

I suspect a lot of 5th & 6th Gen iPad Pro owners are in a similar position.

 

[rappr]

I’m confused why he anticipates a better reception for OLED Macbooks than the iPads. Laptops aren’t really good form factors for media consumption

 

[Kylo83]

Because screen upgrade and thinner doesn’t make most people update

 

[Kylo83]

M1 Max MacBooks and m1 12.9 mini led iPad Pro is still amazing and doesn’t need an update we need major changes

 

[dricci]

You can get a Windows tablet and run full blown Windows desktop programs including WSL with a Linux command line environment. You can get a ChromeOS device and run full Linux desktop programs, including a full Linux command line. You can pay a lot for a super powerful iPad and run....a big version of the iPhone OS. I guess if all you do is doom scroll TikTok all day and want it to be big and fast, then iPad is for you. If you actually want to do something with your computer (yes, an iPad is a computer, albeit a very artificially limited one) and take advantage of the full power of those chips then an iPad is not a wise choice.

 

[neuropsychguy]

If an analyst firm's expectations are 30+% too high, is the problem with the product/demand or the expectations?

I could publish a report saying I expect Apple to sell 500 million iPad Pros every year. I could base it on incorrect assumptions, biased survey samples, and fancy but faulty (but seemingly reasonable) statistical modeling. Then months later I could release a new report called, "Apple is DOOMED!!1!! DOOMED, I tell ya!" when I update my predictions to be much lower.

Maybe the initial estimates were correct but maybe they were widely and wildly off because my data were incomplete or just wrong. Figuring out how and why they are incorrect requires assessing potential internal factors that biased the models as well as looking for external factors.

The real question is how many iPad Pros Apple realistically expects to sell each year. If the actual sales are off too much from predictions, then there are problems (unless sales are much higher than expected).

 

[GMShadow]

Analyst makes up numbers and then cuts them while claiming “lower demand”.

Numbers at no point had information from Apple or basis in reality.

Everyone still tries to draw conclusions.

 

[Filero]

Porsche hardware + FIAT operating system @ Apple (crazy) prices.

 

[Zapski]

I got the M4 iPad exclusively for the display, but other than that, it’s really no different than any other iPad. I’m hoping that future updates will leverage the power of it, but for now I’m reasonably satisfied. It’s still my primary device, just overpowered and a bit overpriced

 

[DrJR]

My iPad is now more expensive and more powerful than my work MacBook Air. I take a lot of pride in that.

 

[turbineseaplane]

They are all too expensive for what they do and are used for

 

[citysnaps]

Previous generation iPads are fine for the *majority* of Apple customers (ie those that don't hang out on tech forums and *always* needing the best).

Despite what many here proclaim, not everyone needs the latest and greatest tech in a tablet that for many is used casually.

 

[turbineseaplane]

I have a 2021 IPad Pro 12.9 inch that I mainly use as a coffee table and audio recording device, secondary to my M1 MacBook Air.. It has more than enough storage, processing power and the screen is great. For my use case, it’s probably overpowered and I can’t imagine upgrading to a newer model for a long time yet.

I suspect a lot of 5th & 6th Gen iPad Pro owners are in a similar position.

I have a 9th gen iPad hand me down that fills my "larger iPad" role beautifully

It's just a content viewer -- some video, some websites, check weather

Lower down the totem pole than the Pros, but I totally get what you mean

iPads can have enormously long lifespans with how a lot (maybe most?) people use them

 

[Apple_Robert]

I have been very pleased with my M4 13”. I just ordered a M4 11” from Apple to use at work.

 

[H.E. Pennypacker]

Who’s surprised? We are talking about a $2500 fully loaded product that’s limited by its OS for $500 more I can get a more capable MacBook Pro. Improve to OS to not be so limiting and maybe people will consider.

 

[SmugMaverick]

Who’s surprised? We are talking about a $2500 fully loaded product that’s limited by its OS for $500 more I can get a more capable MacBook Pro. Improve to OS to not be so limiting and maybe people will consider.

Exactly.

And the design hasn't changed in 6 years, oh but it got thinner 🤣

Lazy, lazy and lazy from Apple.