There has been a shocking long-term trend in Apple (AAPL) iPad tablet sales. Despite the much bally hoed launch of the new iPad Air 2 and iPad mini 3, sales of Apple’s iPad have sunk to their lowest level since the 2011 introduction of the iDevice.This chart from Business Insider shows the decline of iPad sales.
Apple CEO Tim Cook was unfazed about the iPad’s plunging sales. During Apple’s latest earnings call Apple’s Cook said, “I’m very bullish on where we can take iPad over time.”
Users don’t want a tablet
Despite CEO Cook’s optimism, research from Kantar Worldpanel Comtech is not so sure. In an analysis of the tablet market, they found that consumers believe that they need the latest iPad. Or any tablet for that matter.
Their conclusion is based on research which found:
- A majority of U.S. non-tablet owners said they would not buy a tablet in the next 12 months.
- Of those who will not buy a tablet, 725 said that their PC or laptop was “good enough” as the reason why they are not buying a tablet in the next year.
- Tablets are not seen as an alternative to smartphones.
Carolina Milanesi, chief of research at Kantar Worldpanel laid out four reasons why tablets sales are not growing at the rate many had expected.
Replacement cycles are longer for tablets than smartphones. Ms. Milanesi explains,”Software upgrades help refresh the devices, and carriers do not provide incentives/subsidies to encourage replacements every two years, as they do with smartphones.“- Tablets are not as personal as smartphones. “While there is no question that tablets are more personal than PCs, if less personal than smartphones, they still land in between the two,” the Kantar chief of research says.
- Tablet owners hang on to their old tablet when they get a new one. Smartphone users tend to turn in their old smartphone when they upgrade to a newer one according to Kantar Worldpanel data:
- 36% of current tablet owners plan to keep their tablets even after upgrading to a new one.
- 18% plan to pass their old ones on to a friend or relative, according to Kantar Worldpanel data.
- Finally, the value proposition of tablets remains weak.They report that only 3% of U.S. non-tablet owners said they will definitely buy a tablet in the next 12 months.
rb-
I thought that tablets were going to take over the world.
So what is the use case for tablets?
If the Apple fanboyz and gurls aren’t buying new iPads why should anyone else?
Related articles
- The one reason tablet sales are slowing (itproportal.com)
Ralph Bach has been in IT long enough to know better and has blogged from his Bach Seat about IT, careers, and anything else that catches his attention since 2005. You can follow him on LinkedIn, Facebook, and Twitter. Email the Bach Seat here.




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