The iPad Pro is now Apple’s best-selling iPad by a large margin. In the last quarter, the Pro model has gained a significant share of the market, showing a shift in consumer preferences towards more powerful and feature-rich tablets, even with a higher price. Some of this can be explained by the introduction of the new M4 iPad Pro back in May, but what sticks out in the data is how poorly the iPad Air is doing (given that it, too, was given a refresh back in May).
This article looks at the details of the iPad sales landscape, focusing on the iPad Pro’s strong performance and the reasons behind this change. Recent analysis indicates that the iPad Pro is now Apple’s top-selling iPad model, while sales of the iPad Air and iPad Mini have declined. This change reflects evolving consumer preferences and Apple’s strategic position in its tablet lineup.
Power Play: iPad Pro Dominates Sales
The recent CIRP data for Q2 2024 paints a clear picture: the iPad Pro has taken a commanding lead in Apple’s tablet sales. Grabbing 43% of the market share, it’s the preferred choice for many iPad buyers.
Pro’s Surge, Air’s Stall
While the iPad Pro saw its market share jump 5% compared to last year, other models experienced a decline. The iPad Air, previously a strong contender, saw its share dip noticeably. This is of concern to Apple because they just launched the M2 Air and you would figure that would boost sales. Many analysts are still confused over why the iPad Air even exists and there’s a chance it could be discontinued in the future to simplify the lineup.
The standard iPad held steady, while the iPad mini, now somewhat dated, continues to maintain a small but dedicated following.
Image Credit: https://cirpapple.substack.com/p/ipad-refresh-looks-like-its-working
Why the Shift?
The iPad Pro’s popularity boost likely stems from the May 2024 launch of new models sporting the powerful M4 chip. These high-performance tablets, with their advanced features and capabilities, seem to be hitting the sweet spot for many users.
Price Isn’t Everything
Interestingly, the 11-inch iPad Pro is the bigger seller compared to its 12.9-inch counterpart. This suggests that even in the premium segment, price remains a factor for some buyers. The iPad mini, despite its aging design, holds a 10% market share, perhaps signaling a demand for a compact yet capable tablet.
What’s Next?
CIRP anticipates that the iPad market will stabilize in the coming quarters. This will provide a clearer picture of whether the iPad Pro’s dominance is a lasting trend or a temporary surge due to new releases.
iPad Sales Market Share
| Model | Q2 2024 | Q2 2023 |
|---|---|---|
| iPad Pro | 43% | 38% |
| Standard iPad | 35% | 35% |
| iPad Air | 12% | 15% |
| iPad mini | 10% | 12% |
Short Summary:
- The iPad Pro has outperformed the iPad Air and iPad Mini in sales.
- Apple’s overall tablet sales have been declining, prompting upcoming updates to the iPad line.
- The introduction of the M4 chip and OLED screens are part of Apple’s refresh strategy.
This week, data from Consumer Intelligence Research Partners (CIRP) has revealed a significant shift in Apple’s tablet sales dynamics with the iPad Pro emerging as the dominant top-selling iPad model. This change has come at the expense of the iPad Air and iPad Mini, both of which have seen a decline in sales. Analysts attribute this trend to consumers gravitating towards premium models, particularly during new product launches.
“The basic iPad continues to hold steady, capturing roughly one-third of all iPad sales,” noted CIRP, suggesting that Apple’s pricing strategies and product upgrades have influenced consumer choices significantly.
Historically, Apple has made its mark in the tablet market with its wide range of offerings, boasting a total of 37 distinct iPad models since the product’s inception in 2010. The tech giant holds a dominant position in the tablet market, with its iPads claiming about 55.03% of the global market share, according to Statista. The iPad Pro has particularly catered to professionals and high-end consumers, while the basic model continues to appeal to cost-conscious buyers.
“Apple’s Mac and iPad segments make up approximately 15% of our total revenue,” a company spokesperson shared, signifying the role of these devices in Apple’s financial health.
In comparison, the iPad Mini and iPad Air have not fared as well. Data showing average revenue figures highlight a decline in iPad Air and Mini sales as consumers pivot toward models emphasizing superior performance and features. The introduction of the iPad Air 6 and the iPad Pro 13” in early 2024 is expected to revitalize interest in these segments. The newer iPad Air will feature the M2 chip, aiming to harness enhanced computing power and provide a competitive edge in the market.
Industry experts suggest that with the new updates and features, Apple is likely to attract a more diverse range of consumers—from students needing a reliable device for education to professionals seeking high-end capabilities.
Amidst these product developments, the basic iPad has continued to maintain its performance by accounting for nearly one-third of all iPad sales during the June 2024 quarter, despite previous upgrades taking place in mid-2022. The pricing strategy seems to drive consistent sales performance for the base-level device, allowing it to compete effectively with more expensive options.
Consumer preferences are, undoubtedly, a key driver in these shifting dynamics. The inclination towards the iPad Pro models reflects an ongoing willingness to invest in higher-end technology that promises advanced features and enhanced user experiences. According to reports, consumers are now more inclined than ever to opt for premium devices as they prioritize quality, performance, and features, particularly for work and creative endeavors.
Apple’s executives are clearly aware of these trends and are making strategic moves in anticipation of consumer demands. The anticipated launch of updated versions of the Apple Pencil and Magic Keyboard showcases Apple’s commitment to providing a comprehensive ecosystem for its tablets. Additionally, the forthcoming Vision Pro headset is likely to further enhance the overall Apple product ecosystem and cater to the increasing demand for mixed-reality experiences.
“We’re excited about the innovations on the horizon. Our team is always working hard to meet and exceed user expectations,” remarked Apple CEO, Tim Cook, during a recent shareholder call.
Apple plans to keep improving its iPad and MacBook products to boost sales – with refreshes of both lines still upcoming later this year. Notably, the iPad Standard version is expected to get a new 11th generation in October 2024 – Early 2025. There’s no question that businesses and schools worldwide are still heavily reliant on iPads for work, not just for personal use.
Apple’s good reputation and loyal customers will likely help it sell more iPads in the future, however, there is a lot of competition and Samsung wants a bigger piece of the pie. People are waiting to see if the new launches bring more interest to the iPad lineup or if major changes will be in store in the future to make it easier to differentiate between all the models.
