(Daily Mail) It was billed as a ‘revolutionary device’ when it was first unveiled back in 2010.
But the latest financial results from Apple suggest that this could be the beginning of the end for the iPad.
While the tech giant raked in a staggering $23 billion quarterly profit – an increase of 11 per cent – this was largely down to rising iPhone sales, which were up by 2.8 per cent.
In contrast, iPad sales slumped by 10 per cent, marking the fourth quarter in a row of declining sales.
So, is the death of the iPad really imminent? MailOnline spoke to experts to find out.
It was billed as a ‘revolutionary device’ when it was first unveiled back in 2010. But the latest financial results from Apple suggest that this could be the beginning of the end for the iPad
While the tech giant raked in a staggering $23 billion quarterly profit – an increase of 11 per cent – this was largely down to rising iPhone sales, which were up by 2.8 per cent. In contrast, iPad sales slumped by 10 per cent, marking the fourth quarter in a row of declining sales
The iPad aimed to fill a gap between smartphones and laptops by offering a new portable option for consumers.
Speaking at its launch, Jobs said: ‘iPad creates and defines an entirely new category of devices that will connect users with their apps and content in a much more intimate, intuitive and fun way than ever before.’
The iPad was hugely popular in the years following its launch, generating a record $32 billion in revenue in 2013 – about a quarter of Apple’s total global revenue.
Speaking to MailOnline, Rebecca Crook, Chief Growth Officer at CI&T, said: ‘When it was launched, the iPad created a name for itself as the accessible go-to tablet for consumers.’
However, this was a time when smartphones were nowhere near as advanced as they are now.
‘Today, smartphones have much larger screens and can be used for content consumption,’ Ms Crook explained.
First launched in 2010, the iPad was a pioneer in the tablet market, described by Apple co-founder, Steve Jobs, as a ‘magical and revolutionary device’
‘Furthermore, iPads don’t support many apps, which means you still need your phone, and they aren’t ready to replace laptops either.
‘Even for reading books, there are much lighter, easier, and most importantly, cheaper alternatives on the market such as the Amazon Kindle.’
Ms Crook claims that the iPad needs a ‘total overhaul’ to win back consumers.
‘Unless Apple does a total overhaul and goes back to basics on why consumers would need an iPad when their phones can do everything, I predict the market sales of iPad’s will continue to decline,’ she added.
So, why exactly are consumers choosing not to buy iPads?
According to Paolo Pescatore, Founder of PP Foresight, there are ‘many factors’ to consider.
‘There are too many factors to consider including seasonality, people relying more on than smartphones, the challenging macro-economic environment and cost of living crisis,’ he told MailOnline.
‘People are now more wary of their disposable income and are keeping devices for longer as well as giving them to other members of the family.’
