Apple's ultra-thin OLED iPad Pro fails to spark sales surge

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in iPad

Apple's OLED iPad Pro, hailed for its display and ultra-thin design, is reportedly struggling to capture consumer interest as sales plummet well below expectations.

Person using a stylus on a tablet displaying a vibrant digital cityscape with colorful signs and traffic lights.
Apple's ultra-thin OLED iPad Pro fails to spark sales surge



Apple's first-generation OLED iPad Pro, launched with much anticipation in May, delivered groundbreaking features such as the thinnest design in the market and the best tablet display ever. However, as of the third quarter of 2024, sales have fallen far behind initial projections.

According to Display Supply Chain Consultants (DSCC), what was expected to be a highly successful product has seen a significant decline in demand.

Apple OLED iPad Pro



The OLED iPad Pro entered the market with two screen sizes, 11.1-inch and 13-inch, and was hailed for its impressive display technology, which includes tandem OLED stacks and LTPS backplanes, all within a super-slim 0.2mm panel. When it launched, Apple expected to ship 10 million units in 2024.

However, the reality has been quite different. By the third quarter, panel shipments had dropped by 40%, with a further 30% decline expected by the end of the year. The larger 13-inch model, priced higher than its smaller counterpart, has been the hardest hit, with a 90% drop in shipments predicted for Q4 2024.

Why sales are falling



Despite its cutting-edge features, several factors contribute to the iPad Pro's underperformance. One of the primary reasons is its high price point.

The 11.1-inch OLED iPad Pro costs $999, while the 13-inch model costs $1,299. For many consumers, these prices are too steep, especially considering that tablets are often viewed as complementary to smartphones or laptops.

Stacked bar chart showing quarterly data for 11.1 and 13 inches with varying heights; highest in Q2'24, lowest in Q4'24.
Quarterly OLED iPad Pro Panel Shipments by Size and Time Period. Credit: DSCC



As a result, potential buyers may see the iPad Pro as a luxury rather than a necessity, making it easier for Apple to justify such premium prices.

Another factor is iPad longevity. Unlike smartphones, which tend to be upgraded more frequently, tablets have a longer life cycle.

The introduction of a faster M4 processor and superior OLED display hasn't convinced many users to upgrade from their iPads, particularly when rising costs for essentials like food, housing, and energy are putting pressure on household budgets. In that context, upgrading to the latest iPad model is a lower priority for many consumers.

Finally, the need for OLED technology in tablets is limited. While the OLED display offers impressive visual quality, many users aren't swayed by the difference, especially given that the previous iPad Pro models with M2 processors and MiniLED displays still perform exceptionally well.

The shift to OLED doesn't offer enough of a significant upgrade to justify the extra cost for most users, further limiting the overall demand for these high-end tablets.

Apple's earnings are on October 31. More light will be shed on the sales situation then.



Read on AppleInsider

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Comments

  • Reply 1 of 34
    Perhaps the biggest factor is Apple's decision to keep iPadOS hamstrung. Unless you are an artist or someone who uses an iPad in tablet-mode all the time, iPadOS is pretty weak. This coming from someone who spent $2400 on the newest M4 iPad, with Apple keyboard case and pencil. But I'm not an artist, and FAR prefer typing versus writing, so the pencil sits uncharged, and my iPad is ALWAYS on the case in laptop mode, but the iPad is weak as a laptop. I love my iPad for reading/movie watching in the evenings, with it on my lap in the case holding it for me. Although the new one is VERY unstable and wants to fall backwards always, compared to my 2018 iPad Pro in keyboard case. They moved the center of mass about 1/2-1" backwards and that makes it always want to fall over, unless I am holding my hand on the trackpad, very annoying. Love having the function keys, but maybe the trackpad didn't need to get larger to enable those. All in all, the new one I barely notice a difference, and in many ways (as I've been saying) my actual use-case, the new one is worse, outside of being a bit lighter and thinner.

    I seriously consider getting a $950 MacBook Air and skipping iPadOS for good going forward. MacOS is more powerful, but worse for me in a lot of ways as well, and I have a 16" MacBook Pro M3Max as well, but it is too big/heavy for my evening reading/surfing/movie watching, but losing the touchscreen also loses some, I love having the ability to mess with the screen sometimes on the iPad, and sometimes the trackpad. Never been a proponent of putting a touchscreen on a Mac, but if iPad remains neutered, then maybe that is the better answer...
    williamlondonAnilu_777OferappleinsideruserelijahgMisterKitwatto_cobra
  • Reply 2 of 34
    netroxnetrox Posts: 1,497member
    My main issue is the Apple Pencil not being compatible with it. I have two Pencils for my M2 iPad Pros and they don't work with M4 Pros. WTH? 
     
    That means that I would have to pay a lot more to get M4 plus new Pencils. No thanks. 


    williamlondonappleinsideruserelijahgwatto_cobra
  • Reply 3 of 34
    blastdoorblastdoor Posts: 3,566member
    I actually upgrade my Mac more often than my iPad these days. 
    williamlondonkdupuis77watto_cobra
  • Reply 4 of 34
    Even with the improved hardware, it’s useless without compelling software to utilize the capabilities. Apples needs to further unshackle IpadOS. There has to be a good reason to upgrade other than a select few cases. I as many others want a good reason to upgrade, but thus far Apple refuses to give any such incentives. I got the M1 IPad Pro because of Stage Manager and external monitor support. Those additions have greatly impacted my workflow. Look at your competition for ideas, listen to the feedback from your clients. Otherwise be satisfied for the little sales you are getting on your products.
    muthuk_vanalingamwilliamlondonOferappleinsideruserelijahgmattinozwatto_cobra
  • Reply 5 of 34
    DAalsethDAalseth Posts: 3,017member
    I have an M1 iPP that I use all day, every day for art, writing, and more. There is however, no reason for me to upgrade. I expect to keep this one running for another 3 to 5 years. Maybe more. Maybe the problem isn’t the new tech, or the cost. Maybe it’s that those of us who need one, have one, and don’t have a reason to upgrade. 
    williamlondonjahbladeBGnATCdewmewatto_cobra
  • Reply 6 of 34
    blastdoorblastdoor Posts: 3,566member
    DAalseth said:
    I have an M1 iPP that I use all day, every day for art, writing, and more. There is however, no reason for me to upgrade. I expect to keep this one running for another 3 to 5 years. Maybe more. Maybe the problem isn’t the new tech, or the cost. Maybe it’s that those of us who need one, have one, and don’t have a reason to upgrade. 
    Right, and also maybe the market for the iPad Pro is just a lot smaller than what Apple hoped. Which is fine -- it is what it is. 


    DAalsethwatto_cobra
  • Reply 7 of 34
    jdiamondjdiamond Posts: 133member
    From a non artist user:  Yeah - for me it's the luxury issue - I barely need an iPad at all, let alone the best one.   I got a previous iPad Pro model on sale for less than half the price.  So now it's doubly hard to justify $1,500 for an iPad when the older one is still more powerful than I need.  For me, the really big deal is getting the 13" light enough to be able to hold in my hands - to finally upgrade from 11".  This iPad was a step in the right direction, but realistically I feel like I have a one pound limit.  The OLED screen for me is a little worrisome - not sure yet how the longevity stacks up to the IPS screens.  Yes, I also enjoy using my iPad as a netbook for light work in small spaces, but the point there is to have it much lighter than a laptop and not cost $1,500.

    And here's the shocking thing - my daughter is still using my old 10.5" iPad Pro from ~2017.  So we were all excited to see the apps that were slow and stutter run faster on a brand new iPad Pro - but - they weren't any faster and still stuttered! (Talking PDF viewers and note takers.) Maybe they are performance bound by flash speed, or maybe the rate the programmer set interrupts at or something unrelated to the processor?

    So for me, the biggest deal is upgrading the 13" to make it lighter - as a portable device - rather than heavier - as a laptop.  My killer app for the iPad is still as a reader - as a replacement for a printer.  And please come up with a light keyboard cover again, akin to the 6 ounce one from the 10.5" iPad Pro.  I don't need to double the weight of the iPad just so it can rise a half inch above the table.  (Amazingly, even the Apple bluetooth Mac keyboard is significantly lighter, and it has no need to be.) Another killer feature would be if they could find a way to iPads could hold their charge for days when off.  Typically, whenever I reach for my iPad, it's empty.  
    williamlondonappleinsideruserwatto_cobra
  • Reply 8 of 34
    danoxdanox Posts: 3,368member
    When did the M4 iPad Pro come out? According to Apple’s third quarter earnings report the iPad Pro was released six weeks before the end of Apple’s third quarter which means according to the numbers Apple sold more iPads than they sold last year at the same time. How is that possible?

    https://www.apple.com/newsroom/pdfs/fy2024-q3/FY24_Q3_Consolidated_Financial_Statements.pdf  2024 third quarter ended on June 29, 2024 (can Apple sell 1.4 billion more iPads in a month and a half? In the USA, the world according to the earnings report that appears to be what they did.

    Whatever happened sales did not drop 40% iPads, Apples earning reports are available to the public and the overall numbers went up, not down from the same time last year, if Apple or any company expects to sell more if you have an opportunity to upgrade and release your product in a timely manner that is the only chance you have to increase your sales, has Apple upgraded the iPad or the certain desktop Mac computers in a timely manner since the introduction of the M1 Apple Silicon chips many have been missing in action, no upgrades for years, even though the processors are available It’s almost like Intel all over again.
    williamlondonjahbladewatto_cobra
  • Reply 9 of 34
    melgrossmelgross Posts: 33,625member
    This is interesting, but I wonder how truthful it is. Last quarter, Apple’s iPad sales overall was UP 24% from the year before quarter. Much of that ruse was attributed to the new iPad Pro models.

    so now we get this. We know the sales rise was real, along with the ruse in sales by dollar, so how real us thus, and if so, what does it mean? A rise in sales if 24% these days, is a lot. We can go back a bunch of years to look at iPhone sales to possibly make some sense of it. When Apple first came out with the big screen iPhones, sales jumped as people were really hyped over it. I warned people, here and elsewhere, that it would affect sales the next year and likely the year after that. So when sales were down about 15% next year, everyone was shocked, and we got more articles about peak iPhone sales and how that was the year before. Then, the next year, sales were flat to the “peak” sales, and the year after, sales rose again.

    what happened? When the large screen phones came out a lot of people who would have upgraded the next year, upgraded that year. We also saw some people who would have upgraded two year later upgrading, though in smaller numbers. So when next year came, a lot of people who would have upgraded had already done so the year before and so sales fell. The second year after saw sales flat as some of those who would have bought phones had also already done so. By the third year after, sales were on their normal upward trajectory as very few people upgraded three years early to get the bigger phones.

    we know that iPad sales overall had reached a peak, years ago and are down from that. They’re “too good”, which is everyone’s nightmare, if you’re a manufacturer. So it becomes really hard to have new features that move the needle enough to significantly boost sales.

    i doybr very much if ipadOS has much to do with thus. I use mine for some heavy purposes and the OS has very little to do with it. I know a bunch of leopard,ex who also have complex apps who don’t let the OS limitations cause them problems. There are a small umber of very vocal people who keep that argument going. It’s not that I wouldn’t want to see some significant OS upgrades, but it doesn’t stop the device from being an excellent tool.

    then, as we’ve seen in the forums here, there are those who are opposed to Apple adding these features to iPadOS. They believe that the iPad should be streamlines and straightforward to use. Both views are correct. Apple has been walking a tightrope between trying to add these significant feature sets for this who what mire control and keeping the UI simple for these who want that. It’s not easy. I’m convinced we’ll get more, as Apple adds them, they get criticized for nit being exactly what some people want, and of course, I’m reading how people differ in what they want.
    danoxjdiamondwatto_cobra
  • Reply 10 of 34
    danoxdanox Posts: 3,368member
    melgross said:
    This is interesting, but I wonder how truthful it is. Last quarter, Apple’s iPad sales overall was UP 24% from the year before quarter. Much of that ruse was attributed to the new iPad Pro models.

    so now we get this. We know the sales rise was real, along with the ruse in sales by dollar, so how real us thus, and if so, what does it mean? A rise in sales if 24% these days, is a lot. We can go back a bunch of years to look at iPhone sales to possibly make some sense of it. When Apple first came out with the big screen iPhones, sales jumped as people were really hyped over it. I warned people, here and elsewhere, that it would affect sales the next year and likely the year after that. So when sales were down about 15% next year, everyone was shocked, and we got more articles about peak iPhone sales and how that was the year before. Then, the next year, sales were flat to the “peak” sales, and the year after, sales rose again.

    what happened? When the large screen phones came out a lot of people who would have upgraded the next year, upgraded that year. We also saw some people who would have upgraded two year later upgrading, though in smaller numbers. So when next year came, a lot of people who would have upgraded had already done so the year before and so sales fell. The second year after saw sales flat as some of those who would have bought phones had also already done so. By the third year after, sales were on their normal upward trajectory as very few people upgraded three years early to get the bigger phones.

    we know that iPad sales overall had reached a peak, years ago and are down from that. They’re “too good”, which is everyone’s nightmare, if you’re a manufacturer. So it becomes really hard to have new features that move the needle enough to significantly boost sales.

    i doybr very much if ipadOS has much to do with thus. I use mine for some heavy purposes and the OS has very little to do with it. I know a bunch of leopard,ex who also have complex apps who don’t let the OS limitations cause them problems. There are a small umber of very vocal people who keep that argument going. It’s not that I wouldn’t want to see some significant OS upgrades, but it doesn’t stop the device from being an excellent tool.

    then, as we’ve seen in the forums here, there are those who are opposed to Apple adding these features to iPadOS. They believe that the iPad should be streamlines and straightforward to use. Both views are correct. Apple has been walking a tightrope between trying to add these significant feature sets for this who what mire control and keeping the UI simple for these who want that. It’s not easy. I’m convinced we’ll get more, as Apple adds them, they get criticized for nit being exactly what some people want, and of course, I’m reading how people differ in what they want.

    I can’t disagree, my only problem with Apple recently is not making the back to school and Christmas buying seasons with new Mac computers with upgraded processors, ready to sell with plenty of run-up beforehand, for instance they have missed the back of school season this year with new M4 Macs most schools are now in session for fall 2024 and the buying decisions have already been made for sometime. In short every little bit counts at the end of the year.
    williamlondonwatto_cobra
  • Reply 11 of 34
    DAalsethDAalseth Posts: 3,017member
    I had another thought on this. If I had to replace my iPad Pro today I’d get…an Air. I got the Pro because it was the only model that could accept input from an Apple Pencil. That capability has now been added to the Air. As long as I can paint on my iPad I don’t need the Pro, the Air is plenty powerful enough for what I do - Painting and Writing and it comes in a 13 inch model. 
    edited October 9 jdiamondwatto_cobra
  • Reply 12 of 34
    I love my M4 iPad Pro which replaced my previous 6 year old 2018 version which was still working fine. My iPad is my main computer so I wanted the amazing screen (and it is), more storage and ability to run Apple Intelligence, so here I am.

    But, if I didn’t have an iMac I don’t know how keen I’d be. I’m in a choir and get sent mp3 rehearsal parts, try adding those to Apple Music on an iPhone or iPad to listen to when out and about, it’s not possible as you need a Mac. It’s hardly a “Pro” feature! It’s lots of silly niggles like this that tarnish using the iPad at times. When an Intel Mac from 10 years ago can add a sound file to your music library but a brand new M4 powered iPad PRO can’t it does make you wonder …
    muthuk_vanalingamjdiamondjahbladeappleinsideruserwatto_cobra
  • Reply 13 of 34
    charlesncharlesn Posts: 1,132member
    Direct quote from Apple's third quarter earnings call when it reported on August 1st: "‌iPad‌ revenue was $7.2 billion, 20% higher year over year, on the back of the new 11- and 13-inch ‌iPad Air‌, as well as the new ‌iPad Pro‌." 

    So, yeah, sales are just collapsing. Apple is doomed. Get ready for more iPad disaster when Apple reports 4th quarter earnings on 10/31. "The horror! The horror!"  
    edited October 9 williamlondonDAalsethjahbladekiltedgreenwatto_cobra
  • Reply 14 of 34
    dymmasdymmas Posts: 37member
    I have an 3rd gen iPad Pro 12.9, which has the Apple Pencil and Magic Keyboard with trackpad. Absolutely loved this thing since 2018 until I dropped it on one of its corners and the screen smashed a month or so ago. Up to that point I had no reason to upgrade to the various new iterations. The A12X chip could handle anything, never got a sense that it was underpowered for iPadOS. ProMotion and FaceID made it really no different from all further iterations.
    I have considered one of the new iPad pros as a replacement given the screen is too smashed up to be useable. They are just way too expensive. 3 grand AU to replace everything my current one has is just too much money, as I doubt I’ll notice any performance improvement over my current one given the limitations of iPadOS.

    elijahgwatto_cobra
  • Reply 15 of 34
    I kept my 10.5” iPad Pro for 7 years so yeah it’s not something that needs upgrading like a phone does. But I do love the M4 13”! It’s fast and the display is brilliant! Still debating which keyboard to buy. Apple’s Magic Keyboard, Logitech Combo Pro or ESR Rebound. 
    williamlondonwatto_cobra
  • Reply 16 of 34
    Anilu_777 said:
    I kept my 10.5” iPad Pro for 7 years so yeah it’s not something that needs upgrading like a phone does. But I do love the M4 13”! It’s fast and the display is brilliant! Still debating which keyboard to buy. Apple’s Magic Keyboard, Logitech Combo Pro or ESR Rebound. 
    I’m reading this on my 8 year old iPad Pro 9.7”. Stutters like hell over the last couple of years. But feels so nice and curvy comfortable in hand. Hate the sharp edges of the new ones.
    watto_cobra
  • Reply 17 of 34
    The new iPad Pro is a phenomenal piece of hardware but as many say the software is limiting.

    Honestly I think there should only be an iPad, iPad mini and something at the iPad Air price level. Too many models and pro products have gotten really expensive lately. 

    Really the storage upgrade prices are the worst part.
    paisleydiscomuthuk_vanalingamgatorguywilliamlondonelijahggrandact73watto_cobra
  • Reply 18 of 34
    jdwjdw Posts: 1,439member
    New hardware doesn't appeal to me personally because I want something groundbreaking to happen in iPad OS first.  I've not purchased in iPad in YEARS, and have no plans to buy one until I see real SOFTWARE INNOVATION happen. From the sound of it, a lot of would-be iPad buyers are just like me.
    muthuk_vanalingamappleinsideruserelijahgwatto_cobra
  • Reply 19 of 34
    charlesncharlesn Posts: 1,132member
    Here's a killer product that Apple could make today, but they won't: the MacPad Pro.  Essentially, it's a 13" iPad Pro form factor that can boot into either MacOS or iPadOS, depending on user choice. M chips are perfectly capable of this. Boot into iPadOS, and it behaves like a normal iPad. Boot into MacOS and the screen becomes non-touch, so you connect a Magic Keyboard and operate it like a normal Macbook. Best of both worlds in one device and no need to figure out how to kludge a touch-based OS onto MacOS. 
    muthuk_vanalingamappleinsideruserelijahgwatto_cobra
  • Reply 20 of 34
     Let it run macOS. It will sell like hit cakes. I would immediately buy one. 

    Software is what is killing the iPad. 
    williamlondonelijahgwatto_cobra
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