In terms of numbers the week did not start for the Cupertino as well. Earlier this week Apple said it sold 13.1 million iPads in the first quarter of 2017, covering the Christmas shopping season, compared to 16.1 million in the same quarter last year. As Jason Snell pointed out in Six Colors, it is almost half of iPads that the 26 million that Apple sold during the same period in 2013.
Before the results Apple said it underestimated the holiday demand for the iPad quarter, and that aggravated a problem of supply with one of its suppliers. Apple also reduced channel inventory by 700,000 units. Last year, Apple increased the channel inventory by 900,000 units as the iPad Pro was launched.
Falling numbers in the tablet market
Technically, the tablet market is attractive to consumers, just as happens with technological devices, still a few years away it is considered that its price is quite accessible.
According as outlined in macrumors the price remains a "key point" for consumers looking to adopt high - end tablets like the iPad Pro, which has created space for small vendors that capitalize tablets low price, according to Strategy Analytics. Lenovo, for example, shipped an estimated 4.2 million tablets and grew 21% year-on-year in the quarter.
Samsung was Apple's closest competitor with an estimated 8.1 million tablets shipped in the quarter by 12.8% market share, according to Strategy Analytics. Lenovo, Huawei and Amazon completed the top five with an estimated 4.2 million, 3.7 million and 3.4 million shipments in the quarter, respectively.
Tim Cook: Good things come for the iPad
Given the situation and the expectation of a renewal of the line iPad for the second quarter of 2017, Apple CEO Tim Cook said:
We have some interesting things on the iPad and I'm optimistic about where things are headed. " "Customer satisfaction is through the roof, iPad Pro to 99%, so I see many good things and hope better results.
One thing is certain: consumers are not upgrading their tablets as often as smartphones. In order to revive iPad sales, Apple will have to add attractive new features that appeal to the existing large iPad owners base to exchange their current "good enough" for a new one.