Low-priced iPad boosts tablet shipments

James Marshall
August 3, 2017

Apple this afternoon reported iPad sales of more than 11.4 million units for the quarter ended July 1, a 15 percent increase that bucked the trend of declining sales for the company's iconic tablet.

The company's conference call with analysts and investors is under way now. That year-on-year growth hasn't happened 2013.

At that attractive price point it's seen as a flawless update for Apple fans who've been plodding on with an iPad 2, for example.

Overall tablet sales dropped 3.4 percent from the same period previous year to 37.9 million, according to a survey by research firm IDC.

"With revenue up 7 percent year-over-year, we're happy to report our third consecutive quarter of accelerating growth and an all-time quarterly record for Services revenue", he added. That suggests to me, strongly, that this sales bump was driven strongly by the new 9.7-inch iPad that starts at $329. To get to an average of less than $490, you need a lot of sales of models costing less than that - and Apple only offers two of those. The only other comparable model by price is the aging iPad mini 4 which retails for $399. Which leaves the new $329 9.7-inch model.

Apple's iPads are making their way back into schools.

Apple also released a new 10.5-inch iPad Pro in the quarter, but it's unclear how well that did. It's also one we thought likely to succeed. Cut to mid-2017, tablet shipments are under 40 million.

But for those folks who recognize the value, quality and ecosystem that the iPad affords, the $300 price tag has clearly proven too good to pass up.

Other reports by Click Lancashire

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