In a note to clients — as noted by MacRumors — Display Supply Chain Consultants Analyst Ross Young says that M4 iPad Pros with OLED displays are facing weaker-than-expected demand.
He says that sales of the 11-inch model are likely to decrease by 40% in the third quarter and a further 30% in the fourth quarter compared to the previous quarter. The larger 13-inch model is said to be experiencing an even steeper decline, with shipments projected to drop by over 50% and 90% in the third and fourth quarters, respectively, Young says.
The analyst attributed the lukewarm reception to several factors. The high price point, starting at $999 for the 11.1-inch model and $1,299 for the 13-inch version, may be deterring potential buyers who view tablets as complementary devices to smartphones or laptops. The limitations of iPadOS software could also be a factor.
The Sellers Research Group (that’s me) does think that iPadOS is one reason many folks don’t buy an iPad. However, I don’t think sales will be down as much as Young predicts — if they’re down at all. After all, Apple saw a 14% rise in iPad sales year-over-year in the second quarter of 2024, according to data from Counterpoint Research.
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