Apple did amazing things in 2014, but when it comes to growth, the iPad wasn’t exactly a blockbuster success. In fact, they’ve been slumping. Although Cook views slowing iPad growth as a “speed bump,” iPad upgrades are inarguably closer to the upgrade rate of laptops than smartphones.
Cook’s optimistic. “Because we’ve only been in the market for four years, we don’t know how long the upgrade cycle will be for people,” Cook said during the October earnings call. “So that’s a difficult thing to call.”
So what does 2015 hold for the iPad? Sadly, it’s not clear.