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iPad Lifecycle Mirrors Macs and Maybe Even TVs Rather Than iPhones
The CIRP report, which surveyed 2,000 U.S. customers who purchased an iPhone, iPad or Mac in 2013, shows that almost half of iPad owners will go without their tablet, waiting a week or more to replace a broken, lost or stolen device. They also are twice as likely as iPhone owners to give their older iPad to friends or family members.
"We think Apple would prefer the iPad become a big iPhone," the report concludes. "We suspect, though, based on recent CIRP data about how buyers use them, that it's as much like a Mac, TV, or iPod, with less frequent replacement."This replacement rate could affect future sales, driving them down as the tablet market becomes saturated. In this scenario, consumers would hold onto an iPad for a longer period of time, and future first-time iPad owners would be more likely to receive an older iPad than buy a new one.
Even as competition increases and the tablet market slows, Apple still is the top tablet vendor worldwide with 36 percent market share, according to Gartner's March 2014 report. The Cupertino company sold a record 26 million iPads in Q1 2014 and 195 million tablets overall.