Free Quote

Find us on SAP Ariba

Please Leave a Review

AliTech Solutions


Apple's Strategy: Revamped iPad Pro to Spark New Life into Stagnant Tablet Market

Apple’s Strategy: Revamped iPad Pro to Spark New Life into Stagnant Tablet Market

Apple’s Strategy: Revamped iPad Pro to Spark New Life into Stagnant Tablet Market

In the ever-evolving landscape of technology, Apple is once again ready to captivate the market with its innovation. The tech giant is gearing up to launch a revamped iPad Pro, with the intention of rejuvenating the sluggish tablet market. With the upcoming iPhone 15 and Apple Watch event scheduled for September 12, and the anticipation surrounding iOS 17, Apple’s strategic moves are poised to reshape the industry.Apple's Strategy: Revamped iPad Pro to Spark New Life into Stagnant Tablet Market

A Deep Dive into the Tablet Market Slump

Apple’s iPad Pro is on the cusp of its first major overhaul in five years, a much-anticipated development that couldn’t have arrived at a more opportune time. The tablet market, which was once perceived as the heir apparent to traditional computers, is currently grappling with a lackluster performance. In fact, the entire tablet category is experiencing a dip in fortunes, reflecting a significant decline in revenue generation when compared to Apple’s other key segments.

Recent sales figures paint a somber picture – sales have plummeted to their lowest levels since the onset of the pandemic in early 2020. The second quarter alone witnessed a 17% dip in Apple’s unit shipments, according to IDC data. While Apple attributed part of this decline to the tough comparison with the previous year’s iPad Air launch, it’s evident that there’s a broader issue at play.

The tablet market’s slump isn’t unique to Apple; major manufacturers such as Samsung Electronics Co. and Lenovo Group Ltd. are also grappling with shrinking sales. The situation is exacerbated by changing consumer preferences – larger-screen smartphones have taken center stage in recent years, minimizing the need for a tablet.

Apple’s Own Role in the Decline

Apple’s own decisions and strategies have played a significant role in the waning interest in its tablets. A series of factors have contributed to this situation:

  1. Incremental Updates: Apple’s recent iPad updates have been rather incremental, failing to generate the kind of excitement that fuels consumer demand. While the 10th-generation iPad introduced last October was promising, the iPad Pro and iPad mini have seen few significant updates in the past couple of years.
  2. Confusing Lineup: Navigating Apple’s lineup of iPads has become an arduous task for potential buyers. The array of models and generations, each with distinct features and price points, can be overwhelming. The disparity in features between models, such as the iPad Pro and iPad Air, has led to a lack of clear differentiators.
  3. Competition from Macs: The strides made by the Mac lineup, especially with the transition to in-house chips, have inadvertently created competition for iPads. With Macs becoming more durable and cost-effective, consumers are finding Macs to be more versatile alternatives.
  4. Software Complexity: Apple’s approach to iPad software, particularly its multitasking feature called Stage Manager, has been met with mixed reactions. Its functionality has proven challenging to users, and the platform’s lack of alignment with Mac-like features has hindered its potential.

Apple’s Anticipated Resurgence

Despite the challenges, Apple remains a dominant force in the tablet market, boasting a staggering 37% of shipments in the last quarter. While sales may be dwindling, Apple’s competitors are faring even worse. The company has a golden opportunity to breathe new life into the market with a groundbreaking release – the revamped iPad Pro.

Codename J717, J718, J720, and J721, the next iPad Pro models, are expected to incorporate the next-generation M3 chip and OLED displays. These displays, renowned for their vividness and accuracy, have been a staple of iPhones since the iPhone X’s debut in 2017. With a choice between 11-inch and 13-inch models, the new iPad Pro lineup caters to various user preferences.

An exciting addition to the new iPad Pro models is the revamped Magic Keyboard. Addressing user feedback, this accessory enhances the device’s laptop-like appearance and includes a larger trackpad, facilitating an improved user experience.

The Road Ahead for Apple’s Tablet Strategy: The revamped iPad Pro models are poised

The revamped iPad Pro models are poised to reinvigorate Apple’s tablet sales. While these models won’t be unveiled at the upcoming September event, their impending release in spring or early summer holds significant promise. As for the iPhone 15 and Apple Watch event, scheduled for September 12, it’s expected to follow Apple’s pattern of a prerecorded video presentation, accompanied by in-person hands-on experiences for attendees.

Moreover, Apple’s software updates are on track, with iOS 17 and watchOS 10 entering their final stages of refinement. These updates promise enhanced performance and a polished user experience. The release of macOS Sonoma is also anticipated, likely aligning with Apple’s previous October releases.

In conclusion, Apple’s strategic moves signal a dynamic shift in its tablet approach. The revamped iPad Pro, coupled with the impending iPhone and Apple Watch event and software updates, underscores the company’s commitment to innovation and user satisfaction. As the tech world eagerly awaits these developments, it’s clear that Apple’s influence in the industry is far from waning.


Q1: When was the last major overhaul of the iPad Pro? A1: The upcoming revamp marks the first significant update for the iPad Pro in five years.

Q2: What factors have contributed to the decline in tablet sales? A2: Factors include incremental updates, a confusing lineup, competition from Macs, and software complexity.

Q3: What distinguishes the new iPad Pro models? A3: The new models feature the next-gen M3 chip, OLED displays, and a revamped Magic Keyboard.

Q4: When can we expect the new iPad Pro models to be unveiled? A4: The models are not expected to be unveiled at the September event but are likely to debut in spring or early summer.

Q5: What is the focus of the September event? A5: The September event will showcase the iPhone 15 and Apple Watch, with a prerecorded video presentation and in-person experiences for attendees.


Leave a Comment

Your email address will not be published. Required fields are marked *

Recent Posts