Apple’s recent refresh of its iPad lineup, including upgrades to both the iPad Pro and iPad Air, appears to be resonating well with consumers. Launched in May 2024, these new models feature faster processors, enhanced displays, and sleeker designs, which have led to an increase in market share, particularly for the iPad Pro.
Surge in iPad Pro Sales
In the June 2024 quarter, the iPad Pro models—both 11-inch and 13-inch—accounted for 43% of total iPad sales, up from 38% in the same period last year. This growth suggests that consumers are gravitating towards Apple’s premium offerings, driven by the appeal of the new features.
Impact on Other iPad Models
Interestingly, the surge in iPad Pro sales has seemingly impacted the sales of the iPad mini and iPad Air. Despite the simultaneous launch of upgraded Air models, it appears that early adopters prefer the high-end iPad Pro models. Meanwhile, the basic iPad remains a steady performer, contributing about one-third of all iPad sales, consistent with last year.
While the initial data is promising, it will take another quarter or two to fully assess the long-term impact of Apple’s latest iPad refresh. However, the early signs indicate that the strategy of enhancing high-end models is paying off, reinforcing Apple’s position in the tablet market.
