Apple's ultra-thin OLED iPad Pro fails to spark sales surge
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Apple's OLED iPad Pro, which has won acclaim for its display and ultra-thin design, is reportedly struggling to gain consumer interest as Sales are falling well below expectations.
Apple's first-generation OLED iPad Pro, released to great anticipation in May, showcased groundbreaking features like the thinnest design on the market and the best tablet display ever. However, as of the third quarter of 2024, sales are significantly behind initial forecasts.
What was expected to be a highly successful product has seen a significant drop in demand, according to Display Supply Chain Consultants (DSCC).
Apple OLED iPad Pro
The OLED iPad Pro came to market in two screen sizes, 11.1 inches and 13 inches, and was praised for its impressive display technology, which includes tandem OLED stacks and LTPS backplanes, all in an ultra-thin 0.2mm panel. At launch, Apple expected to ship 10 million units in 2024.
However, the reality turned out to be very different. By the third quarter, panel shipments had fallen by 40%, and another 30% drop is expected by the end of the year. The largest hit was the larger 13-inch model, which was more expensive than its smaller counterpart, and shipments are projected to fall by 90% by the fourth quarter of 2024.
Why Sales Are Falling
Despite its advanced features, several factors contribute to the iPad Pro’s poor performance. One of the main reasons is its high price.
The 11.1-inch OLED iPad Pro costs $999, while the 13-inch model costs $1,299. For many consumers, these prices are too high, especially considering that tablets are often viewed as complements to smartphones or laptops.
Quarterly iPad Pro OLED panel shipments by size and time period. Credit: DSCC
As a result, potential buyers may view the iPad Pro as a luxury rather than a necessity, making it easier for Apple to justify such high prices.
Another factor is the longevity of the iPad. Unlike smartphones, which tend to be updated more frequently, tablets have a longer life cycle.
The arrival of the faster M4 processor and superior OLED display has not convinced many users to upgrade from their iPads, especially when rising costs for essentials like food, housing, and electricity are putting pressure on family budgets. In this context, upgrading to the latest iPad model is less of a priority for many consumers.
Finally, the need for OLED technology in tablets is limited. While the OLED display offers impressive visual quality, many users are underwhelmed by the difference, especially considering that previous iPad Pro models with M2 processors and MiniLED displays still perform exceptionally well.
The move to OLED doesn’t offer a significant enough upgrade to justify the extra cost for most users, further limiting overall demand for these high-end tablets.
Apple’s earnings are set to be announced on October 31, which will shed some light on the sales situation.
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