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Sharp cuts production of 9.7" iPad screens, demand may be shifting to Apple's iPad mini

post #1 of 108
Thread Starter 
Sharp is said to have "nearly halted" production of 9.7-inch panels for Apple's full-size iPad ??a change made as sales are predicted to shift to the 7.9-inch iPad mini.

Two sources signaled to Reuters that production of 9.7-inch LCD displays has "fallen to a minimal level" at its Kameyama plant in Japan. Friday's report indicated that a slowdown began at the end of 2012.

"The sources didn't say how much of the slowdown was due to seasonal changes in demand or consumers opting for the smaller iPad mini," the report said, "and were unable to characterize Apple's overall tablet sales."

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While the sources reportedly characterized the changes as inventory management by Apple, some market watchers believe the new iPad mini may have had a significant effect on sales of the full-size iPad. Data from NPD DisplaySearch published in December indicated the iPad mini is already on pace to outsell the iPad.

A breakdown of iPad versus iPad mini sales for the holiday quarter is not likely forthcoming, however, as Apple does not detail sales of individual products. The company is set to report its quarterly earnings next Wednesday, a call that has been declared the company's most important in a decade.

The report of iPad panel orders being slashed at Sharp comes as Apple has already been hit with rumors that the company has drastically cut iPhone 5 component orders in response to weakening demand. However, many analysts have stood by Apple, dismissing the apparent order reductions as typical supply chain management and not a sign of consumer demand.

A drawdown in component orders for the iPad could also be a sign that Apple is preparing to launch a new model. One report from earlier this month claimed Apple plans to debut a fifth-generation iPad in March.

Analyst Ming-Chi Kuo of KGI Securities, who has a strong track record in predicting Apple's next moves, said this week that he has been told Apple's next iPad will be "significantly lighter and slimmer." The so-called "iPad 5" is expected to have a narrow border design, similar to the one found on the iPad mini.
post #2 of 108
The new ipad should be awesome! I love the big screen. A thinner lighter New iPad will decimate WinPC sales
Edited by ifij775 - 1/18/13 at 5:39am
post #3 of 108
There are several possible explanations. First, I do think the iPad mini is very popular. It was priced right to be a holiday gift. It may also be the right size for the long term, being bigger and more readable than the silly "phablets" but smaller and more portable than the 9.7" and even bigger Android tablets, which will probably eventually see more competition from Windows 8.

Second, it could mean a 5th generation is on its way, with a more substantial redesign to address the size and weight.

Third, the holiday season has passed.
post #4 of 108
I seriously hope that the ones doing this are put in jail. This is criminal.
post #5 of 108

Are they winding down production of the old iPad to flush out stock before a new one is unveiled in March?  I mean the screen is one component, which they probably have stock of, which needs to be flushed out into assembled iPads, which they probably also have stock of, which need to be flushed out to stores, which also have their own stock.

 

On a semi-unrelated note, I hope they come out with a bigger iPad. I only use my first gen iPad for email, web-browsing, music and videos so Retina+faster processor really isn't enough to justify an upgrade, especially since 64 GB capacity is a must.  A 13" screen on the other hand...

 

I just can't see Apple not addressing the larger touch screen device market now that all these Windows 8 devices are coming out. A frankenstein MacBook hybrid won't happen, so that really only leaves a larger iPad. Timing is perfect for Apple to show the world how to "do it right", plus now as Android tablets gain credibility and market share it gives Apple a new high end.

post #6 of 108
Unless iOS 7 really ups the anti, I'll be switching to WP 8 I reckon... I'm not surprised demand has fallen for iPhone 5.
post #7 of 108
Quote:
Originally Posted by bluefish86 View Post

Are they winding down production of the old iPad to flush out stock before a new one is unveiled in March?  I mean the screen is one component, which they probably have stock of, which needs to be flushed out into assembled iPads, which they probably also have stock of, which need to be flushed out to stores, which also have their own stock.

On a semi-unrelated note, I hope they come out with a bigger iPad. I only use my first gen iPad for email, web-browsing, music and videos so Retina+faster processor really isn't enough to justify an upgrade, especially since 64 GB capacity is a must.  A 13" screen on the other hand...

Yea, that seems about as likely as that 27" tablet
post #8 of 108
Quote:
Originally Posted by frxntier View Post

Unless iOS 7 really ups the anti, I'll be switching to WP 8 I reckon... I'm not surprised demand has fallen for iPhone 5.

Dare I ask why?
post #9 of 108
Quote:
Originally Posted by AppleInsider View Post

... The so-called "iPad 5" is expected to have a narrow border design, similar to the one found on the iPad mini.

 

I don't see this. The mini has a "narrow border design" to make it possible to hold with one hand. The 9.7" iPad held with one hand is always going to have a thumb planted firmly on the screen, and while they could probably accommodate that in software, it still means a thumb planted on the screen, covering up what's displayed, so you have to either keep moving your thumb, or, if the app allows it, scrolling the screen up and down to see what's there. Sounds like an ergonomic nightmare.

 

The only reasoning here is that the "narrow border design" is "the new design trend", but I don't see that as a valid conclusion, nor supported by any evidence.

post #10 of 108

I went several times during the holiday to the Apple store next door and I was able to make one of the guys talks about sales.  They never gave me precise numbers of course, but they did said the mini was outselling the regular ipad, with one giving a hint the ratio was about 2 ipad mini sold for 1 regular ipad.

 

That being said, because of the growth in that market I think Apple will be able to sell just a little less 9.7" ipads than last year. So they may have sold 13 millions 9.7" ipads and about 8 millions ipad mini for a total of 21 millions, which is still better than last year 15 millions. This is good but expect Apple market share to be in free fall as other tablets are selling a lot more.

 

Apple is getting squeeze by price in all markets, and with competition catching up on the tech side, they are taking a hit. Hopefully, for shareholders, they will react and come up with something. imo the most urgent matter is multiple iphone models and lower price across all product lines or they must come out with better products to justify the premium. Personnaly I wish they address the broader market and not just the high end to avoid a repeat of the 1980's. I am affraid its already to late and Android as become the "windows" of the mobile world. At some point, critical mass will make everyone go with android and Apple will niche itselft with very low sales.


Edited by herbapou - 1/18/13 at 5:56am
post #11 of 108
Unless Sharp is cutting back on old iPad screen technology but they and others are ramping up a new screen technology, this cut in production is not a good sign for sales. But as Cook and all have said repeatedly, they are not concerned about the iPad-mini, for example, cutting into the sales of the larger iPad -- they move in the direction the public wants.

One thing is clear for Apple, if recent reports are accurate, is that Apple's mindshare among the younger generation has declined, and moved to Samsung's junkier models. The question for Apple is how to excite the 30-somethings and below again, while maintaining quality.

I know my daughter, until recently, had thought the iPhone and iPad were expensive toys that I waste money on, and mere status symbols for the upper income crowd. Fresh out of college and moving into the work world, she is finally understanding that her MBP, iPad-mini, and iPhone are not just for fun, but for the business of making a living, for continuing one's education through ebooks and also, for maintaining contacts and support among her friends and colleagues. And, for entertainment, after a hard day's work.
post #12 of 108

Could Apple just shift the production of the 9.7" screens to LG and let Sharp make the smaller ones?
 

post #13 of 108
Quote:
Originally Posted by bluefish86 View Post

Are they winding down production of the old iPad to flush out stock before a new one is unveiled in March?  I mean the screen is one component, which they probably have stock of, which needs to be flushed out into assembled iPads, which they probably also have stock of, which need to be flushed out to stores, which also have their own stock.

On a semi-unrelated note, I hope they come out with a bigger iPad. I only use my first gen iPad for email, web-browsing, music and videos so Retina+faster processor really isn't enough to justify an upgrade, especially since 64 GB capacity is a must.  A 13" screen on the other hand...

I just can't see Apple not addressing the larger touch screen device market now that all these Windows 8 devices are coming out. A frankenstein MacBook hybrid won't happen, so that really only leaves a larger iPad. Timing is perfect for Apple to show the world how to "do it right", plus now as Android tablets gain credibility and market share it gives Apple a new high end.

iOS in a 13 inch tablet would be a waste. If such a tablet had desktop style multitasking then it would make sense but until then. No.
post #14 of 108
Quote:
Originally Posted by ifij775 View Post

Dare I ask why?

The interface is cleaner. And it's more productive. Merging text and email into 'People'. Having messaging, Facebook and email all in the one place is easier. It's just a more efficient interface. The live tiles show great info straight on the start screen without needing to go into apps. It's nicer than android. It's simpler than android. It's more efficient than iOS. The only problem is the app ecosystem, which will be hard to give up. WP8 is definitely on the right path to a real smartphone. iOS hasn't changed since the first iPhone. It really hasn't. They need to step up because there are better interfaces out there now.
post #15 of 108
9to5Mac made mocks of an iPad with Mini Bzels. It looks good but it doesn't look functional.



post #16 of 108
Another FUD article based on unnamed sources and the doom and gloom ensues. Geez people, buck up already. Wait for Apple's earnings call where we get real information and not rumors from unnamed sources used to bring the stock down. 1rolleyes.gif
post #17 of 108
How ironic that the mini size is such a big hit.
{2010 Mac Pro-6 core 3.33-12gb 1333 ram-ati5870-velociraptor 600's-SL/win7/64-Konnekt Live/Onkyo-Dell3007wfp}
{2008 Mac Pro-8 core 3.2's-16GB-evga285} {MBP17}{ipad}{iphone 4 blk16gb}
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{2010 Mac Pro-6 core 3.33-12gb 1333 ram-ati5870-velociraptor 600's-SL/win7/64-Konnekt Live/Onkyo-Dell3007wfp}
{2008 Mac Pro-8 core 3.2's-16GB-evga285} {MBP17}{ipad}{iphone 4 blk16gb}
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post #18 of 108
Quote:
Originally Posted by waldobushman View Post

Unless Sharp is cutting back on old iPad screen technology but they and others are ramping up a new screen technology, this cut in production is not a good sign for sales. But as Cook and all have said repeatedly, they are not concerned about the iPad-mini, for example, cutting into the sales of the larger iPad -- they move in the direction the public wants.

One thing is clear for Apple, if recent reports are accurate, is that Apple's mindshare among the younger generation has declined, and moved to Samsung's junkier models. The question for Apple is how to excite the 30-somethings and below again, while maintaining quality.

I know my daughter, until recently, had thought the iPhone and iPad were expensive toys that I waste money on, and mere status symbols for the upper income crowd. Fresh out of college and moving into the work world, she is finally understanding that her MBP, iPad-mini, and iPhone are not just for fun, but for the business of making a living, for continuing one's education through ebooks and also, for maintaining contacts and support among her friends and colleagues. And, for entertainment, after a hard day's work.

I agree on your first point about Sharp winding down old tech screen and increasing production on we tech screens.

As far as mind share? No young people love and aspire to own Apple products. The problem is price and that's why they buy cheaper devices.

It's not that Apple isn't cool. If they had the choice they would have MacBooks iPads and iPhones. I'm at a college now and everyone I know has MacBooks iPhones and iPads and the people that don't wish they did.

Only nerds and geeks love their Linux and androids.
post #19 of 108
Quote:
Originally Posted by herbapou View Post

...imo the most urgent matter is multiple iphone models and lower price across all product lines.

 

I hope Apple's smarter than to try and race everyone to the bottom. Their market share is shrinking, but their share of the industry's *profits* is still huge. That's where Apple excels. As long as they hold on to the high end, they're fine with a 20-30% market share by device count.  The days of Apple having >50% market share are gone, it was only like that because there was no one who could compete. Now there are other companies flooding the market with low-end devices, but low end = low profit, even if you sell a lot of them. Apple just needs to keep innovating to hold on to the high end, keeping their competitors on their heels.

 

I know a lot of people would disagree, but I stand by my prediction that it's getting close to time for a larger iPad. More and more consumers are buying tablets instead of laptops/desktops. Most consumers don't actually *need* a laptop or desktop, but the ~10" screen size of iOS/Android tablets is very limiting.  Windows 8 is a frankenstein monster, but it also has no competition in the larger touch screen device market.

 

So my prediction: either this year or next, Apple will release their take on the larger touch screen device.  Windows 8 has proven that taking a desktop OS and making it more like a tablet is a bad idea.  Apple will go about it the other way - make a larger iOS device with additional capability bringing it closer to a desktop OS (closer to, not on par with). It will be enough to fully replace a laptop for most consumers, and the OS X line will persist for pros and the remainder of consumers.

post #20 of 108
Quote:
Originally Posted by xgman View Post

How ironic that the mini size is such a big hit.

How ironic that the cheaper one is more poplar than the more expensive one. 1smile.gif
post #21 of 108
Quote:
Originally Posted by frxntier View Post

Unless iOS 7 really ups the anti, I'll be switching to WP 8 I reckon... I'm not surprised demand has fallen for iPhone 5.

 

Except it hasn't. 

post #22 of 108
Quote:
Originally Posted by ifij775 View Post


Dare I ask why?

Science doesn't have an answer. Some people like self-inflicting pain and suffering. Like bullwhipping. Why? Who knows...

post #23 of 108

"The sources didn't say how much of the slowdown was due to seasonal changes in demand or consumers opting for the smaller iPad mini," the report said, "and were unable to characterize Apple's overall tablet sales."

 

Come on Sam  ?   This story is clearly a plant to affect AAPL on option expiration today  -  and absent any news from Apple,  price is sure to hover around 500 strike -  Second time this week.

 

 

As with the WSJ story on Monday,    headline is wildly reckless and a conclusion only available to people with far more information.   
post #24 of 108

The bezels on the full-size iPads are fine the way they are. It's the weight that's the key area for improvement.

post #25 of 108
Why does AI even report on this shit? Unnamed sources, zero context. All it's good for is driving the stock price down which is good for some investors. Isn't anyone at least a little bit curious why these stories are popping up right before earnings release (during a "quiet period" when Apple refuses to talk about the company). Why does AI feel the need to join in? 1rolleyes.gif
post #26 of 108
Quote:
Originally Posted by blackbook View Post


iOS in a 13 inch tablet would be a waste. If such a tablet had desktop style multitasking then it would make sense but until then. No.

 

Oh I agree 100%. Maybe not "desktop-style" multi-tasking, since the concept of windows doesn't work well on a tablet, but real multitasking nonetheless.

 

One possibility:

It's "natural" orientation is landscape, as opposed to the iPad which is portrait.  The resolution is exactly two iPads side by side, so you could display two native iPad apps at the same time. Updated apps would be able to grow to fill the whole screen if you wanted.  The improved app switcher could be somewhat like mission control on OS X, with all running apps in a grid in the bottom 2/3rds of the screen, and the "screen" on the top so that you could drag running apps into either side of the "screen" or drag one out and the remaining app grows full size.

post #27 of 108
Quote:
Originally Posted by xgman View Post

How ironic that the mini size is such a big hit.

I guess small is the new big.

Seriously, though, it shouldn't be too much of a surprise. The mini is the "new" product. When it comes to tablets and iPads the average person doesn't care about the processor inside or the GPU. These are mostly used for reading, browsing, and light gaming. The iPad has been around for a few years and the basic design is the same. The mini is both cheaper and more portable. It's a lot more convenient on a train or bus, and to carry around along like a (paper) notebook.

People make such a big deal about Steve Jobs' comments in 2010 but that was probably typical bluster. It was clear from the Samsung trial testimony that Apple had long given serious consideration to the smaller tablet size. And the 16x9 7" Android tablets of 2010 were cheap knockoffs and did not take off, just as Jobs predicted.
post #28 of 108
Quote:
Originally Posted by frxntier View Post

Unless iOS 7 really ups the anti, I'll be switching to WP 8 I reckon... I'm not surprised demand has fallen for iPhone 5.

 

Please provide a link from the only source in the know (namely Apple) that shows demand is off. Good luck with that. For what it is worth, Nokia makes a good phone. 

post #29 of 108
Sharp, LG and Samsung provide screens for the iPad. Sharp supply the fewest units compared to the others and were the 3rd supplier to be chosen by Apple. Stands to reason that now the holidays have passed they are no longer required for production volume.
post #30 of 108
Quote:
Originally Posted by AppleInsider View Post

Sharp is said to have "nearly halted" production of 9.7-inch panels for Apple's full-size iPad ... some market watchers believe the new iPad mini may have had a significant effect on sales of the full-size iPad. ...

 

This is ridiculous.  The next iPad and the iPad mini are supposed to be using IGZO screen technology.  If that's true then all production of current screens is due to wind down. 

There is no reason at all to take this as an indication of product popularity (or lack of it).  

post #31 of 108
Quote:
Originally Posted by matrix07 View Post


How ironic that the cheaper one is more poplar than the more expensive one. 1smile.gif


Is the iPad Mini made of wood??!! j/k

 

Seriously, though, has it been established beyond a doubt that price is the main reason for its popularity?

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post #32 of 108
Quote:
Originally Posted by Gazoobee View Post

This is ridiculous.  The next iPad and the iPad mini are supposed to be using IGZO screen technology.  If that's true then all production of current screens is due to wind down. 
There is no reason at all to take this as an indication of product popularity (or lack of it).  

BINGO... the article does not state which Technology is being used in The production that is being cut...

Sharp could be winding up the Production of IGZO screens, and article would still be correct...
post #33 of 108
Quote:
Originally Posted by xgman View Post

How ironic that the mini size is such a big hit.

Please explain the irony.

 

(Lesson in Irony)

post #34 of 108

I think Apple is getting ready for a major technology change. Old LCD technology is being replaced with the new IGZO screens that Sharp has pioneered. IGZO (Indium, Gallium, Zinc-Oxide) screens are sharper, thinner, lighter, flexible and use about 80% less energy than the current LCD screens used in tablets and smartphones. Another interesting feature of these IGZO screens is that they can maintain an image on screen without using energy to constantly refresh. These screens would make future iPads and iPhones lighter, thinner and effectively double the battery life.

 

Check out this link to the IGZO presentation Sharp did at this years CES: http://www.youtube.com/watch?v=SnUUXoFsjoY

post #35 of 108
Quote:
Originally Posted by pedromartins View Post

I seriously hope that the ones doing this are put in jail. This is criminal.

It wouldn't hurt to be clearer as to why you think this.

Quote:
Originally Posted by frxntier View Post

Unless iOS 7 really ups the anti, I'll be switching to WP 8 I reckon... I'm not surprised demand has fallen for iPhone 5.

You mean ante. Anti meains against, not or opposite.

Quote:
Originally Posted by xgman View Post

How ironic that the mini size is such a big hit.

That it is a hit is not really a big surprise to me. Also, the iPod mini was the most popular iPod when it was available. And the iPod mini had more against it, not as big of a reduction in size or cost, but a big reduction in capacity. It was more rugged though. iPad mini is pretty nice, generally nicer in screen area, rigidity and feel than the 7" 16:9 tablets except for speaker placement. The iPad mini's lower price and easier handling help a lot too.
Edited by JeffDM - 1/18/13 at 10:58am
post #36 of 108
What about apple switching to IGZO screens? that would explain the order cut. IGZO has alot better power profile and screens can be thinner (and flexible). They also can have a higher PPI. Sharp already has a smart phone that use's and IGZO screen, but no tablets yet. If apple goes with it for a new iPad it could give them an advantage and they would probably be able to be exclusive(other than maybe a sharp tablet) for 6 months to a year. I think the only issue would be yields, which might drive the cost of the screen higher..
post #37 of 108

Demand for iPhone 5 has gone down. But iPad demand was up.

 

No, no, no. 50M iPhones were sold. But iPad screen production has been halted.

 

The rumor mill is yo-yoing back and forth. Yet everyone is reacting to every single one of them.

 

Chill. Wait a week or so and then whine (or wine and dine) about it.

post #38 of 108
Oh no! Here come the "I like Apple but let's face it this proves they need to be more innovative like the Microsoft Surface and galaxy s3 ps I have a Mac two iPhones an iPod and I named my dog Steve" concern posts...

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #39 of 108

I've known since I first picked a mini at the Apple Store that my next device would be an LTE 64GB once it has Retina.
Add phone capabilities, and it would replace my iPhone as well.

post #40 of 108
"Sharp is said..."

More unsubstantiated rumor and click whoring by AI.
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