This month, Apple finally rolled out an update for its entry-level iPad after more than two years of waiting. However, intriguingly, the new model features a less powerful chip than anticipated and lacks Apple Intelligence. A recent analysis by CIRP, though, may shed light on the situation.
iPad lineup refreshed, but one model misses out on Apple Intelligence
Apple has been actively refreshing its iPad lineup over the past year.
- A stunning new M4 iPad Pro has been introduced, featuring an incredible display, a top-notch Magic Keyboard, and more.
- The updated iPad mini is equipped with a powerful A17 Pro chip that enables Apple Intelligence and supports the Apple Pencil Pro.
- There have even been two updates to the iPad Air, including the addition of a new 13-inch variant.
Yet, there’s one model that has not fared as well.
The base iPad received a modest spec update after an unusually long hiatus, and it has the distinction of being the first product within an AI-supported ecosystem that does not support Apple Intelligence.
What’s the reasoning behind this?
CIRP’s new research on iPad sales over the years provides some insights.
Sales trends necessitated holding back the base iPad
Take a moment to examine this CIRP chart depicting five years of iPad sales:
An analysis of the left side of the chart indicates why Apple felt compelled to delay the latest iPad.
The basic iPad has been consistently gaining market share from Apple’s other models.
The budget iPad’s sales have increased significantly:
- 15% of total iPad sales in 2021
- 21% in 2022
- 30% in 2023
- A remarkable 38% last year
While all sales contribute to revenue, Apple would surely prefer customers to invest in its higher-end models.
However, it appears that a growing number of consumers believe the base iPad sufficiently meets their needs.
In response, Apple decided on a strategy.
First, it prolonged the wait for the base iPad’s update. Then, upon its arrival, the update included minimal changes and notably excluded support for Apple Intelligence.
Now, the rationale has become clear.
What are your insights regarding this iPad sales chart? Share your thoughts in the comments.
