iPad Pro M4: Market researchers see abuse of cheaper models

A look at Apple’s latest quarterly figures shows that the company’s tablet business is particularly struggling. Sales grew 23.7 percent to US$7.2 billion compared to the same quarter last year – half a billion less than analysts were expecting. This is because in the second quarter, after not releasing a single new device in 2023, Apple finally managed to overhaul its iPad lineup with a new Pro M4 and a new Air M2. However, it was still unclear how sales were distributed. There’s now a First analysis by market researcher CIRP,

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Shrinkage on Air and Mini

So Consumer Intelligence Research Partners believes the iPad refresh is basically in the works. However, the iPad Pro M4 outperforms even the cheaper models. It has clearly become a hit with customers thanks to the new OLED screen and its thin design. According to CIRP, both Pro models, which are available in 11 and 13 inches, were up 43 percent in the June quarter. This is 5 percent more than the same quarter last year.

This has resulted in iPad Air and iPad mini sales declining — though the Air did see substantial improvements with the M2 SoC and new 13-inch variant. (However, as with the iPad mini, people are still buying a lot of older tech.) CIRP also reports that the Air now accounts for 12 percent of all iPad sales, down 3 percent from the same quarter last year. The iPad mini shrunk from 12 to 10 percent. Standard iPads, which have recently been overhauled as the iPad 10 from 2022, account for 35 percent, which hasn’t changed from the June quarter of 2023.

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Additional fee for Pro is accepted

The analysis, which is based on market estimates, shows that Apple has clearly failed to differentiate the Air from the Pro better. It probably didn’t help that it’s now released in two versions, 11 and 13 inches. However, if you want to upgrade from the Air to the Pro you’ll have to spend a lot more money.

iPad Air M2 The 11-inch one costs 500 euros less iPad Pro M4 with the 11-inch. The 13-inch iPad Air M2 is also 600 euros less than the 13-inch iPad Pro M4. The differences are less if you compare the 13-inch version of the Air M2 with the 11-inch version of the Pro M4: here the surcharge is 250 euros.

(B.Sc.)