Apple introduced the affordable model of the iPad tablet, but analysts say PCweek, the company was late with this decision. Despite the fact that Apple CEO Tim cook optimistic about the future of the line, the facts say otherwise — the sale of the pioneer modern tablet market continuously declined.
According to IDC, in 2016 Apple has shipped 42.6 million tablets, whereas the previous year at 49.6 million For the year, shipments were down 14.2%. Apple’s sales decline can be explained by the fact that the market is declining for the ninth consecutive quarter, but that’s not the only reason. In June last year Apple brought to the attention that the iPad 2, iPad 3 and iPad mini first generation will not get the updates to iOS 10. It is worth noting that at that time they accounted for as much as 40% of all iPads sold.
The calculation of the company was based on the fact that is known for its commitment to Apple products users will want to upgrade to a new device. Unfortunately, it is not justified. Another problem is waiting for the Cupertino-based company in the education sector: schools prefer kromboom. First, these devices are cheaper than the iPad, and second — they have more opportunities. Unlike iOS, Google’s Chrome OS is an open system, written under her software is released under open source license and it is easier to install.
As of March 2017 more than half of all computers used in American schools and universities, is Chromebook. Share Mac, for comparison, does not hold up to 20%. In this situation, Apple is the new most affordable in the history of the line of 9.7-inch iPad. The basic version with Wi-Fi module and 32 GB of memory costs only us $ 329. According to observers, the primary audience owners of the new iPad can be it students in schools and universities, and not ordinary users. And significantly cheapened the device is intended to be a serious competitor to the Chromebook, restoring lost ground to Apple in education.
However, as practice shows, one goes the way of cheapening their products, the manufacturer will be difficult to deviate from it. Such examples abound, take at least some Chinese manufactures, which due to the constant cheapening of production had to leave the market. Just at some point they ceased to be profitable to produce tablets and they switched to more profitable products.
Lowering the price, Apple certainly knew what to do, maybe even that she used a last resort to reduce the decline of its market share, both globally and educational markets. But this is not enough. The first signs of slowing sales of the iPad were revealed in late 2012 to early 2013, in 2014 they became apparent, and the company responded to them only this year. Analysts fail to believe that Apple do at the time, the price of tablets more competitive, it would be easier to revive sales, not to save a dying product.
Moreover, it does this at a time when the buzz around the iPad has died down. This, of course, still popular, but not top product. Evidence of this is that the company is not conducted for the new iPad special presentation.
An important factor contributing to the interest in the iPad, is the output of the 5.5-inch iPhone Plus. In fact, the iPhone 6 Plus has become a competing product to Apple, his appearance had an immediate impact on their implementation.
Not yet clear whether the company learned a lesson from the past, but according to rumors, jubilee iPhone 8 will cost $1 000. At this price it will be difficult to fight for buyers in the crowded market of smartphones. As for tablets, Apple is unlikely to return to sustainable growth — loss of much time, besides the tablet market, it seems, follows on the heels of the PC market.