In recent years, Apple’s iPad upgrades have been fairly modest, but an anticipated 2024 overhaul of the iPad Pro promises a departure from this trend. It stands poised to be the most significant update to the line since 2018, aiming to rekindle consumer interest in the tablet market and change the game once again for the world’s most iconic tablet brand.
A NEW ERA FOR IPAD
Apple’s iPad lineup, once viewed as the natural successor to the Mac, is currently generating the least revenue among Apple’s primary segments. With unit shipments decreasing by 17% in the second quarter and iPad revenue falling 20% YoY during its fiscal third quarter, the tablet market is in a slump, and Apple has not been immune to making comparisons a convoluted affair for potential buyers. Additionally, recent improvements to the Mac lineup have, ironically, cannibalized iPad sales. Moreover, Apple’s approach to iPad software has remained perplexing, with multitasking features like Stage Manager not user-friendly. In short, critics agree that Apple has a lot of work to do if it wants the iPad back in top form.
