iPad and the whole tablet market had a bad September quarter. But the slowdown in Apple’s shipments in the product category is partially self inflicted.
Nevertheless, iPad shipments are up considerably over what they were before the pandemic.
Blame Apple for part of iPad quarterly shipment decline
Apple does not reveal how many iPads it ships, but it does say how much total revenue it brings in from tablets. In the third quarter of 2023, that figure was $6.4 billion, a 10% year-over-year decline.
It’s up to market-analysis firms to take that data and make their own estimates of how many units shipped. The analysts at Canalys and IDC agree that the total is 12.5 million, down from about 14.5 million in the same quarter a year ago.
Apple is somewhat to blame for the decline in tablet shipments. New models bring a surge of buyers, but there were no new iPads introduced at all in 2023. Those looking for something new supposedly have to wait until March 2024.
iPad shipments lose only some of their pandemic boost
Another reason for the decline in iPad shipments is the end of COVID-19 pandemic. Working and taking classes from home required a surge in computer sales. iPad shipments in the September 2020 quarter were up 47% year over year, according to Canalys. But with all that behind us, many people are still using the iPads they bought during the rush.
But that doesn’t mean iPad shipments have returned to where they were before the pandemic. The September 2019 quarter was considered a strong one for iPad, but only 10.4 million units shipped back then, according to Canalys. Compare that to shipments last quarter and you’ll find a significant 20% increase after four years.
It seems clear the pandemic brought a swell in iPad usage that hasn’t faded.
Beating the competition
Even those critical of a decline in iPad shipments should take note that the total for Apple tablets more than doubled the shipments of its closest competitor.
Samsung shipped about 6 million, according to both IDC and Canalys. And Lenovo’s total was only 2.6 million.
