Will the iPhone 6 Launch Exacerbate the iPad’s Sales Decline?

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3Q 2014 | IN-1019719

Apple’s Continuing Decline in iPad Sales and the Market Implications


Apple has reported a second successive quarter of declining sales of its popular iPad, shipping 13.3 million devices in 2Q 2014, representing a reduction of almost 20% (18.8%) from the 16.4 million sold in the previous quarterand a drop in year-on-year sales of 9.1%. Wi-Fi-only devices accounting for the majority of sales (82.7%). Despite its mediocre revenue performance in comparison to the figures generated by the iPhone, which has traditionally accounted for around 50% of Apple's total annual revenue, it still seems somewhat surprising that CEO Tim Cook has expressed little to no concern at the waning performance of a product that helped significantly to further establish the Apple brand within the consumer electronics industryand in the enterpriseparticularly, where its once-unchallenged leadership worked as a beachhead into the enterprise firewall. Apple is therefore increasingly reliant on the iPhone, which reinforces ...

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