Apple’s ultra-thin OLED iPad Pro failed to spark a sales surge
Apple’s OLED iPad Pro has been praised for its display and ultra-thin design, but sales are far below expectations and the device is reportedly struggling to gain consumer interest.
Apple’s first-generation OLED iPad Pro launched in May with much anticipation, offering breakthrough features including the thinnest design on the market and the best tablet display ever. However, as of Q3 2024, sales are well below initial expectations.
According to Display Supply Chain Consultants (DSCC), demand for a product that was expected to be very successful has dropped significantly.
Apple OLED iPad Pro
The OLED iPad Pro is launched in two screen sizes, 11.1-inch and 13-inch, and is praised for its impressive display technology featuring a tandem OLED stack and LTPS backplane, all within an ultra-thin 0.2mm panel. I did. At the time of its release, Apple expected to ship 10 million units in 2024.
However, the reality was completely different. By the third quarter, panel shipments were down 40% and are expected to drop another 30% by the end of the year. Larger 13-inch models, which are more expensive than smaller models, have been hit the hardest, with shipments expected to decline by 90% in Q4 2024.
Why are sales declining?
Despite its cutting-edge features, there are several factors that can slow down the iPad Pro’s performance. One of the main reasons is the high price.
The 11.1-inch OLED iPad Pro costs $999, and the 13-inch model costs $1,299. For many consumers, these prices are too high, especially considering that tablets are seen as a complement to smartphones and laptops.
Quarterly OLED iPad Pro panel shipments by size and time period. Credit: DSCC
As a result, potential buyers may view the iPad Pro as a luxury rather than a necessity, making it easier for Apple to justify such a premium price.
Another factor is the iPad’s lifespan. Unlike smartphones, which tend to be upgraded frequently, tablets have a long lifecycle.
The introduction of a faster M4 processor and better OLED display hasn’t convinced many users to upgrade from their iPads, especially when rising costs of necessities like food, housing, and energy are straining household budgets. yeah. In such a situation, upgrading to the latest iPad model is a low priority for many consumers.
Finally, the need for OLED technology in tablets is limited. While OLED displays offer impressive visual quality, many users prefer them, especially considering that previous iPad Pro models with M2 processors and MiniLED displays still perform very well. Don’t be upset by the differences.
The move to OLED won’t provide a significant enough upgrade for most users to justify the additional cost, further limiting overall demand for these high-end tablets.
Apple’s financial results are due on October 31st, and we’ll likely know more about sales at that time.
