According to a report on securities analysis, it is expected that the sales volume of Apple's iPad tablet PC will drop by about 30% year-on-year this year, the largest drop in history. KGI expects iPad sales in 2014 to be between 44 million and 45 million units. According to KGI’s forecast, iPad sales have started to decline, and it is forecast to fall by more than 50% in the first half of the year. In the first quarter of this year, iPad sales will decline by 52.7% from the previous month to 10.1 million units; Apple sold 21.4 million iPads in the previous quarter.
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Previously, IDC also released a report that in 2014, Apple still occupied the top position in the global tablet market, but its market share is slowly being eroded by competitors, mainly Android tablet manufacturers.
Of course, Cook is still full of confidence in the development of the iPad. Cook also said that there will be new growth opportunities in the future. For example, Apple has formed a partnership with IBM to expand the enterprise market for iOS devices. In addition, Apple will launch a large-size iPad product.
If the securities analysts' forecasts are accurate, then what makes the Apple iPad gradually lose its market appeal? In fact, there are several factors that restrict the iPad from continuing to triumph.
One is that Apple introduced the iPhone6 ​​Plus itself, which is a kind of encroachment for the iPad. When Apple started to launch large-screen mobile phones, behind the big ones, some applications that should have been on the iPad can easily have a good experience on the big-screen iPhone. At this time, the user's choice will be one. The mobile phone is just needed, and naturally it is necessary to abandon the iPad, so the decline of the iPad's attraction is also inevitable.
The second is that the iPad itself is not just needed, so the pace of iteration is not too fast. Due to the limited frequency of use of the iPad, the possibility of damage is also reduced, the demand for replacement is not too strong, and the mobile phone is just needed, the usage rate is high, and the elimination rate is also high. The iPad is becoming more and more a game toy and reader, but now with the continuous penetration of large-screen phones, the replacement for the iPad is too great.
The third is that the innovation of the Apple iPad is not enough. At one time, the market rumored that Apple would launch a large-screen (12-inch) iPad, but it was too late to go public. The market share of the original size of the iPad has already occupied a certain share. And the competition from the Android camp is also intensifying, there are more advantages in terms of price, more importantly, the Android camp has more product changes, such as combination, keyboard, detachable and other products, are eating a part of users. On the contrary, the iPad's changes are not obvious, just a Mini iPad.
The four full-platform strategies of Microsoft's access to Windows, especially the free strategy of Windows 10, will also grab some iPad users, such as Microsoft's Surface products.
The fifth is that Apple's dependence on the iPhone is too high. At present, more than half of Apple's revenue comes from the iPhone, which is also a potential crisis for Apple. The other products for Apple are a kind of suppression, and there is a possibility of mutual inclination. The gradual saturation of the iPad's market demand also makes it difficult for Apple to gain greater value-added opportunities in the tablet market. Although Apple hopes to continue to suppress the market share of the notebook market by launching large-size products. However, based on the current innovation of the Apple iPad, it is really not as strong as the innovation of Microsoft Surface.
The sixth is that the Apple iPad is getting harder and harder. It is reported that Apple will launch two new products in the next step: one is a large-screen iPad and the other is a small-sized MacBook Air. Moreover, their screen size seems to be 12. 5 inches, then, how does Apple let them coexist in the market? Can the system difference between MacOS X and iOS be networked to different user groups? Although the iPad is maneuverable and entertaining. Mobile is very strong, but mobile business capabilities have always been shortcomings. This undoubtedly restricts the iPad from getting into a dilemma. In fact, if there are more innovations in this area, it will affect the market opportunities of MacBook Air. For Apple, this is obviously difficult to give up.
The last thing to note is that when Apple launches a large-sized iPad, will it also carry more accessories, such as a physical keyboard? Learn from Microsoft Surface. If Apple does not innovate on the iPad, then the decline in share is inevitable, and even pessimistically, it is not alarmist to gradually withdraw from the mainstream market in the future.
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