The iPad isn't doomed, but Apple must ensure its platform grows

The iPad isn't doomed, but Apple must ensure its platform grows
The iPad is down but definitely not out

As ever, Apple is apparently doomed. You might not think so from its most recent quarterly results, which showed the company enjoying record Q3 sales and profits, growing its cash mountain to a colossal $164.5 billion. But there's always something for analysts to pick at, and this time it was the iPad.

There's no hiding from the fact sales fell. During the last quarter, Apple sold 13.3 million tablets, down from both the previous quarter (16.3 million) and also the equivalent quarter in 2013 (14.6 million).

Analysts fumed and frothed, but Apple CEO Tim Cook countered that the figures were at the high end of Apple's own expectations, and were somewhat gated by inventory issues. Cook also reasoned the tablet market was still in its infancy, and had room to grow in terms of business use and innovation.

IPad or iFad?

The question, then, is whether there really is a problem. Even this very site quipped we could be seeing the end of an 'iFad', and most tech pundits are furiously typing away, mostly trying to figure out precisely how doomed the iPad is - and where is that iWatch anyway?

If the argument is that the iPad is no longer hitting expectations, it's necessary to unpick whose expectations you're talking about. With analysts, it's clear even if Apple sold 50 million iPads, they'd be griping about something, and so they can largely be ignored. The bigger question is if the sales slump is being hit by user expectations, and whether Apple can do anything about that.

For those heavily immersed in technology, there was probably the assumption the iPad would be an iPhone-style hit, whereas it's in fact transformed into a second-tier device, albeit one selling in the many millions and outperforming the Mac.

The mobile market's transformed around Apple's devices, with people increasingly relying on smartphones as their primary computing device; with smartphone screens increasing in size (and the iPhone rumoured to follow suit this year), the tablet may increasingly be seen as more of a luxury, especially in a time of relative economic hardship.

Shelf life

But there are other issues, too. Tablets clearly have a longer life than smartphones, and so many who've already bought one won't upgrade until the device is effectively useless, rather like with a PC.

Tablets arguably still don't enjoy a level of ubiquity in home or business use. And the influx of cheap Android tablets is almost certainly hitting Apple's sales and also knocking people's experiences of tablets in general, perhaps hampering potential future iPad purchases.

Maybe the biggest issue, though, is the lack of anything obviously new from the iPad in quite a while. The third-generation iPad got a Retina display, and the Air is lighter than its most recent predecessors, but iOS has stubbornly stopped short of evolving in key areas.

Although it's undoubtedly found its place in certain work and educational environments and for some home use, it nonetheless also frequently frustrates those used to working on PCs and Macs, through certain common tasks taking longer and being more awkward than they really should be.

A change in the iPad air

The future, however, could be rosy. Most obviously, the downturn in sales could just be a blip - the result of the inventory issues Cook alluded to, or down to other market forces.

Moreover, the imminent arrival of iOS 8 and the recent deal with IBM provide great potential for change and a boost in sales. The latter gives Apple significant leverage in enterprise, and the former should open up the platform significantly, making it simultaneously more powerful and usable.

In a year, we'll know for sure. If iPad sales again drop for equivalent quarters, there clearly is a problem, and perhaps the iPad will at best have to settle for being whatever sits between a car and truck in Steve Jobs's vehicle-based tech analogy from 2010.

But anyone claiming the iPad (or the tablet market as a whole) has already failed or is a flash in the pan is at best jumping the gun, relying on a short memory that forgets markets ebb and flow and that trends are rarely apparent by looking at one quarter's results - or even a year's.

TOPICS
Latest in iPad
MacBook Air M4
Apple's rumored foldable iPad tipped to launch sooner than expected with an exciting software twist
iPad Air M3 11-inch and 13-inch on an orange background next to TechRadar deals price cut badge
Wait, what? The brand-new iPad Air just launched and it's already on sale on Amazon
Three photos of the iPad Air M3 and its camera
iPad Air M3 review roundup – should you buy Apple's new mid-range tablet?
iPad Pro 13-inch 2024 on a table
The OLED iPad Pro is reportedly less popular than expected – and that could mean these changes to Apple's OLED iPad plans
iPad Air M3
The new iPad Air M3 is good value – but I’d still buy this iPad Pro model instead
iPad Air M3 on a green background next to TechRadar big savings badge
Get the brand-new iPad Air (M3) from just $249 at Best Buy with a trade-in
Latest in News
DeepSeek
Deepseek’s new AI is smarter, faster, cheaper, and a real rival to OpenAI's models
Open AI
OpenAI unveiled image generation for 4o – here's everything you need to know about the ChatGPT upgrade
Apple WWDC 2025 announced
Apple just announced WWDC 2025 starts on June 9, and we'll all be watching the opening event
Hornet swings their weapon in mid air
Hollow Knight: Silksong gets new Steam metadata changes, convincing everyone and their mother that the game is finally releasing this year
OpenAI logo
OpenAI just launched a free ChatGPT bible that will help you master the AI chatbot and Sora
An aerial view of an Instavolt Superhub for charging electric vehicles
Forget gas stations – EV charging Superhubs are using solar power to solve the most annoying thing about electric motoring