Apple: iPad Sales at High End of 'Internal Expectations', 2/3 of Users New to Device

by

During Apple's earnings call today, Apple shared new details on the state of the iPad, including information on sales expectations, the launch of Microsoft Office for the device, the education market, and the use of the tablet compared to competitors.

ipad_air_family_20136
While the company's 16.35 million in iPad sales fell short of analyst expectations, Apple notes that sales came in at the high end of its internal expectations. Company executives cited two main factors: an increase in iPad channel inventory in the March 2013 quarter which artificially increased sales and that was "significantly" reduced this year; it also mentioned that it ended the December 2012 quarter with a substantial backlog of iPad mini orders that didn't shipped until 2013. The company added that it hit iPad supply/demand balance earlier in the launch cycle this year.

Apple also noted that two-thirds of people activating an iPad in the last six months were new to the device, while half of people registering an iPhone had never owned one before. Citing research from App Annie and Chitika, the company stated that the iPad generated four times the mobile web traffic as all Android tablets combined, and that two-thirds of US consumers that planned to purchase a tablet in the next 3 months would be purchasing an iPad.

CEO Tim Cook commented on the recent launch of Microsoft Office for the iPad, stating that the addition of the productivity suite "helps" and that it would have been financially beneficial for Microsoft to release the program "earlier". Overall, Cook noted that customers were "responding well" to Office in a field of many alternatives that were brought to the market, including Apple's own iWork suite for the iPad as well as competitors from other developers.

Cook also noted that Apple has a 95% share in the education market and that the company's focus was on getting more iPads into classrooms. He says the iPad is "the fastest growing product in Apple's history", and that the company is determined to stay focused on the things "we do best" and said that the company focuses on getting the details the right as opposed to simply being the first to launch.

Apple is expected to introduce updated models of the iPad Air and Retina iPad Mini this year, with some rumors suggesting that the company will add a larger "iPad Pro" to its tablet lineup in the near future.

Related Roundups: iPad mini 5, iPad

Top Rated Comments

(View all)
Avatar
82 months ago


that two-thirds of US consumer that planned to purchase an iPad in the next 3 months would be purchasing an iPad.



Really:rolleyes:
Score: 5 Votes (Like | Disagree)
Avatar
82 months ago
I have an iPad 1 with no plans for an upgrade so there's that.
Score: 3 Votes (Like | Disagree)
Avatar
82 months ago

This is nothing but a corporation putting a good spin on declining sales. The competition offers better products for less if you want a different ecosystem. I prefer iPad's but the whole product line has gotten too predictable and stale.


And this is nothing but speculation and ignoring facts that were put in front of you.
Score: 3 Votes (Like | Disagree)
Avatar
82 months ago
This is nothing but a corporation putting a good spin on declining sales. The competition offers better products for less if you want a different ecosystem. I prefer iPad's but the whole product line has gotten too predictable and stale.
Score: 3 Votes (Like | Disagree)
Avatar
82 months ago
Sold my iPad Air. It had the worst screen of all the iPads I've had. It feels cheap almost like plastic. It makes cheap, hollow, tappy sounds when you use it too. Very annoying.
Score: 3 Votes (Like | Disagree)
Avatar
82 months ago
I wonder if the iPads will get TouchID this year...
Score: 3 Votes (Like | Disagree)

Top Stories

Apple-Acquired Dark Sky Officially Shuts Down Android App

Saturday August 1, 2020 3:43 pm PDT by
Apple in March purchased weather app Dark Sky, and at that time, Dark Sky's developers said that the app's Android version would be discontinued on July 1, 2020. However, instead of shuttering the app on that date, the app's developers announced that the discontinuation would be delayed for another month. Now that it's August, Android users are no longer able to access the app, and...

Apple May Launch This Year's 'iPhone 12' Lineup in Two Stages, With 6.1-inch Models Debuting First

Monday August 3, 2020 3:14 am PDT by
Apple last week confirmed that its "‌iPhone‌ 12" launch will be delayed this year due to the ongoing global health crisis and restrictions on travel. Apple last year started selling iPhones in late September, but this year, Apple projects supply will be "available a few weeks later," suggesting a release sometime in October. We're expecting a total of four OLED iPhones in 5.4, 6.1, and...

Top Stories: Try the 5.4-Inch iPhone 12 Display Size, Blockbuster Earnings, Tim Cook at Antitrust Hearing

Saturday August 1, 2020 6:00 am PDT by
Another busy week of Apple news and rumors has wrapped up, with a lot of focus on Tim Cook's appearance at a Congressional antitrust hearing and a blockbuster earnings report. Subscribe to the MacRumors YouTube channel for more videos. We continued to hear rumors about the upcoming iPhone 12 lineup, including a rare admission from Apple that the lineup will launch "a few weeks later" than...

Just How Small Will the 5.4-Inch iPhone 12 Screen Be? Try It Out for Yourself

Tuesday July 28, 2020 12:57 pm PDT by
As rumors of the iPhone 12 have continued to build over the past few months, the one model that has the most excitement around it is the smallest 5.4" model. The iPhone 12 is believed to be coming in 5.4", 6.7", and 6.1" sizes. Dummy models have shown how much smaller the 5.4" is compared to the rest of the iPhone lineup. The upcoming 5.4" iPhone falls in-between the size of the original...

Unreleased iPod Touch with Mac Pro Glossy Black Finish Shared Online

Sunday August 2, 2020 11:32 am PDT by
Twitter user @DongleBookPro has today posted images of what seems to be a first-generation iPod Touch prototype with a 2013 Mac Pro-style glossy black finish. The Twitter user claims that the iPod Touch prototype pictured has "the same coating as the 2013 Mac Pro." Had the finish been selected for the final product, it also would have been similar to the metallic glossy black finish that...

Apple Confirms This Year's iPhone 12 Models Will Be a Little Bit Late

Thursday July 30, 2020 2:34 pm PDT by
During today's earnings call covering the third fiscal quarter of 2020 (second calendar quarter) Apple CFO Luca Maestri confirmed that Apple is expecting to release this year's iPhones later than usual. Maestri said that Apple last year started selling iPhones in late September, but this year, Apple projects supply will be "available a few weeks later." Multiple rumors have suggested that ...

Battery Likely for Upcoming Apple Watch Series 6 Filed in Certification Listings

Saturday August 1, 2020 5:46 am PDT by
A battery likely for the upcoming Apple Watch Series 6 has been filed at the Korea Testing and Research Institute and discovered by a Twitter user @yabhishekhd. Certification for a 1.17Wh battery with a capacity of 303.8mAh was issued on June 23 by the KTR, a Korean regulatory body that approves and tests new hardware ahead of public sale. The battery seems to be destined for a future...

Apple Watch Series 6 to Feature Blood Oxygen Monitoring Sensor

Friday July 31, 2020 1:56 am PDT by
The Apple Watch Series 6 will add blood oxygen monitoring to its features list when it's launched later this year, according to a new report from DigiTimes. Apple Watch 6 will feature biosensors that can monitor sleeping conditions, detect blood oxygen and measure pulse rates, heartbeats and atrial fibrillation, and will also incorporate MEMS-based accelerometer and gyroscope, all allowing the ...

Apple Marks Return of NHL With New 'Hockey Tape' Ad Shot on iPhone 11 Pro

Saturday August 1, 2020 2:33 am PDT by
Apple today marked the return of NHL hockey with a new "Shot on iPhone" ad on its YouTube channel in Canada. Titled "Hockey Tape," the 30-second video features Vegas Golden Knights players Marc-André Fleury and Mark Stone having some on-ice fun with the iPhone 11 Pro, which they attach to the boards, a hockey stick, and a skate with hockey tape. "See the game like never before with Ultra ...

Emails Reveal Why Steve Jobs and Phil Schiller Blocked In-App Purchase of Kindle Books

Friday July 31, 2020 6:25 am PDT by
Internal Apple emails, made public by the House Judiciary Committee's antitrust inquiry, have revealed information about why Apple blocked in-app purchases of Kindle books on iOS devices, reports The Verge. Two sets of emails between Steve Jobs, Phil Schiller, Eddy Cue, and various other senior Apple executives, disclose the exact thinking behind how Apple approached Kindle on iOS. The...