iPad Pro Sales Plunge After Strong Second Quarter [Report]

Demand for the new OLED iPad Pro has dropped significantly after a strong Q2, according to a new report from Display Supply Chain Consultants. This is despite the new tablets having the best displays ever with tandem OLED stacks, LTPS backplanes, and a thickness of just 0.2mm.

Despite superior displays and an attractive form factor, 2024 panel shipments for the 11.1″ and 13″ iPad Pro’s are expected to fall way short of initial expectations. While initial expectations were as high as 10 million (M), we now see just 6.7M as shown below by display size. Preliminary Q3’24 figures show a 40% decline in OLED iPad Pro panel shipments and Q4’24 is expected to be down over 30%. The higher priced 13″ models are seeing the largest reductions as shown below, down over 50% in Q3’24 and are expected to be down 90% or more in Q4’24.

The second quarter likely saw robust sales due to pent-up demand for an OLED display from early adopters. Analysts speculate that several factors contributed to a drop in demand for the third quarter. Firstly, the iPad Pro carries a hefty price tag, starting at $999 for the 11.1-inch model and $1299 for the 13-inch version, making it a substantial investment for a device that often complements a smartphone or laptop. Secondly, tablets have long lifespans, leading to extended replacement cycles and less frequent upgrades. Thirdly, for many users, the M4 processor and enhanced OLED display add minimal utility to the tablet experience. The upgrades are viewed as “nice to have” rather than “need to have,” especially since the tablet’s limitations are more rooted in software than hardware.

While the drop in demand for OLED panels in iPad is concerning for suppliers, DSCC doesn’t necessarily see this same thing happening with the move to OLED MacBooks. The analysts believe there is stronger pent-up demand for a OLED MacBooks and note that PC manufacturers are making the move to OLED as well.

If you’re interested in a OLED iPad Pro, but are concerned about the high price tag, today’s Prime Big Deals Day offers the lowest prices we’ve seen yet.

● 11-inch M4 iPad Pro: $849 ($150 off)
● 13-inch M4 iPad Pro: $1149 ($150 off)

More details in the full report linked below…

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