In recent months, the launch of new models iPad Pro with OLED displaypresented in May, has attracted considerable interest among consumers and technology enthusiasts.
Recent analysis provided by Display Supply Chain Consultants (DSCC) has revealed a phase of disappointment for Apple’s top management, as demand for these high-end tablets appears to be falling compared to initial expectations.
Ambitious sales targets, set at around 10 million units for the current year, have been revised dramatically, with forecasts indicating an actual estimate of just 6.7 million units shipped. This situation raises important questions about the factors that may lead consumers to reconsider purchasing a premium product like the iPad Pro.
Factors behind the decline in iPad Pro sales
According to DSCC analyst Ross Young, Sales declines are particularly significant in 11-inch and 13-inch models, with sales expected to decline by 40% and 50% respectively in the third quarter, even reaching an incredible -90% for the 13-inch model in the last quarter.
One of the main factors behind this trend is undoubtedly the high price.
With costs starting at 1,099 euros for the 11-inch model and reaching a maximum of 1,449 euros for the 13-inch one, many consumers may feel dissuaded from making such a significant investment, especially when these machines are perceived as a surplus compared to the functionality already offered by smartphones and laptops.
The combination of a high price and the aforementioned limitations of iPadOS have made the offer less attractive, despite the performance improvements of the M4 processor.
Apple’s response and next strategies
Although the sales data may seem worrying, Apple does not appear worried and seems to already have new strategies in store. OLED technology is also expected to be introduced on a future version of the iPad Air, expected in 2026, thus demonstrating the company’s willingness to continue to innovate and invest in new technologies.
However, this move could put it in a precarious position, as current iPad models continue to dominate the market, and the effect of the release of a new model with OLED will have a direct impact on overall iPad sales during that time. This scenario could lead to a further decline in demand while waiting for a new release, further complicating the landscape.
Opportunities for MacBooks
In the broader context of Apple’s product portfolio, the future looks brighter for MacBooks. Young says the 14- and 16-inch Pro models will switch from mini-LED to OLED technology as early as 2026, a move that should meet much greater demand than iPads.
The visual and performance benefits of OLED, such as higher brightness, greater contrast and extended battery life, will help improve the user experience and attract customers willing to invest in the new models, aligning Apple with current market trends.
The comparison between the decline in sales of the iPad Pro and the potential of the MacBook represents a challenge and at the same time an opportunity for Apple, called to redefine its approach to innovations and consumer expectations.
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