Apple’s M4 iPad Pro model with an OLED display has reportedly faced lower-than-expected demand since its debut in the second quarter, according to a new analyst report.
The 11-inch and 13-inch devices, launched in May this year, marked Apple’s first use of OLED technology for large screens, and were initially expected to ship up to 10 million units in 2024. In the market research firm’s latest analysis, Display Supply Chain Consultants (DSCC) has revised its forecast significantly downward to just 6.7 million units.
DSCC’s Ross Young reports that shipments of 11-inch models were down 40% in the third quarter compared to the previous quarter, and could drop another 30% in the fourth quarter. Sales of large 13-inch models are expected to decline even more sharply, with shipments expected to decline by more than 50% and 90% in the third and fourth quarters, respectively.
Young attributed this lukewarm response to several factors. High prices, starting at $999 for the 11.1-inch model and $1,299 for the 13-inch model, may deter potential buyers who see the tablet as a complementary device to their smartphone or laptop. That’s not to say the new M4 processor and advanced display technology aren’t impressive, but they may not provide enough incentive for consumers to upgrade their existing tablets. Limitations in Apple’s iPadOS software may also be a factor.
This situation raises questions about the viability of OLED technology in maintaining premium pricing for Apple’s tablets. Young pointed out that while OLED has successfully competed with mini-LED technology in the TV market, price differences remain a major hurdle in the tablet space.
Apple is also said to be working on an OLED version of the iPad Air, with previous rumors suggesting it would be released in 2026. However, poor sales of the OLED “iPad Pro” model led Young to express concern that the iPad Air might switch away from the OLED version. The transition from LCD to OLED could be delayed by more than a year.
Despite disappointing sales numbers for the OLED iPad Pro, Young remains optimistic about the future of OLED in Apple’s MacBook lineup. The analyst previously predicted that 14-inch and 16-inch MacBook Pro models would switch from mini-LED to OLED as early as 2026. Young said he expects demand for OLED laptops to remain strong compared to tablets, noting that OLED laptop adoption is increasing. PC manufacturer’s OLED display.
MacBooks with OLED displays offer increased brightness, improved contrast ratio, and improved display power efficiency for longer battery life compared to LCD models. The switch to OLED displays could also contribute to the thinner design of future MacBook Pro models.
