Home The iPad’s Demise Has Been Greatly Exaggerated

The iPad’s Demise Has Been Greatly Exaggerated

Apple had a pretty good quarter in the April-June period. It pulled in $37.4 billion in revenue, with a quarterly net profit of $7.7 billion, a healthy increase over $35.3 billion in revenue and a net profit of $6.9 billion in the year-earlier quarter.

But there’s one thing that could keep CEO Tim Cook, new CFO Luca Maestri and the rest of the Apple crew from high-fiving: limp iPad sales. Again.

The iPad’s Doing The Electric Slide

Compared to a year earlier, iPhone unit sales were up 20% t0 32.5 million; Macs were up 18%. iPad unit sales, however, dropped 9% to 13.3 million tablets. And so the iPad’s slow downward slide continues.

See also: Why Apple’s iPad May Have Peaked

Over the past four quarters—from July 2013 to June 2014—the iPad sold 69.8 million units. That’s down 1.7% from the previous 12 month period, during which Apple sold 71 million tablets.

Cook waved away any concerns over the tablet’s apparent slide. At least “iPad sales met Apple’s expectations” (whatever that is), even if it “didn’t meet yours,” he said, citing customer satisfaction and inroads made into BRIC countries (Brazil, Russia, India and China). 

What’s Tim Cooking Up?

Slouching figures and a CEO in denial don’t generally bode well for a product’s future, but the iPad could be the exception to the rule.

Sales are likely to pick up later this year, particularly around the holiday season, especially if the latest rumors pan out. A thinner iPad Air mini and a 12.9-inch iPad Pro are said to be in the works and likely due out before Christmas. 

So don’t count the Apple tablet out yet. Yes, the competition is heating up, but if those stories are true, both would represent the biggest changes to the product line in two years (when the iPad mini was first introduced). 

Photo by GDS-Productions. 

About ReadWrite’s Editorial Process

The ReadWrite Editorial policy involves closely monitoring the tech industry for major developments, new product launches, AI breakthroughs, video game releases and other newsworthy events. Editors assign relevant stories to staff writers or freelance contributors with expertise in each particular topic area. Before publication, articles go through a rigorous round of editing for accuracy, clarity, and to ensure adherence to ReadWrite's style guidelines.

Get the biggest tech headlines of the day delivered to your inbox

    By signing up, you agree to our Terms and Privacy Policy. Unsubscribe anytime.

    Tech News

    Explore the latest in tech with our Tech News. We cut through the noise for concise, relevant updates, keeping you informed about the rapidly evolving tech landscape with curated content that separates signal from noise.

    In-Depth Tech Stories

    Explore tech impact in In-Depth Stories. Narrative data journalism offers comprehensive analyses, revealing stories behind data. Understand industry trends for a deeper perspective on tech's intricate relationships with society.

    Expert Reviews

    Empower decisions with Expert Reviews, merging industry expertise and insightful analysis. Delve into tech intricacies, get the best deals, and stay ahead with our trustworthy guide to navigating the ever-changing tech market.