Tim Hardwick
Apple's iPad Pro M4 models with OLED displays have seen weaker-than-expected demand since their debut in the second quarter, according to a new report from analysts.
The 11-inch and 13-inch devices, released in May this year, were Apple's first use of OLED technology in large screens, and were initially expected to ship up to 10 million units in 2024. However, in its latest analysis, research firm Display Supply Chain Consultants (DSCC) has significantly reduced that forecast to just 6.7 million units.
DSCC's Ross Young says shipments of the 11-inch model are likely to fall by 40% in Q3 and another 30% in Q4 compared to the previous quarter. The larger 13-inch model is said to be in for an even steeper decline, with shipments forecast to fall by more than 50% and 90% in Q3 and Q4, respectively.
Young attributed the cool reception to several factors. The high price, starting at $999 for the 11.1-inch model and $1,299 for the 13-inch version, could be a deterrent to potential buyers who view the tablets as complementary devices to their smartphones or laptops. That’s not to say the new M4 processor and advanced display technology aren’t impressive, but they may not provide enough incentive for consumers to upgrade their existing tablets. The limitations of Apple’s iPadOS software could also be a factor.
The situation raises questions about the viability of OLED technology in supporting Apple’s premium tablet prices. Young noted that OLED has successfully competed with mini-LED technology in the TV market, but the price difference remains a significant hurdle in the tablet space.
Apple is also reportedly working on an OLED version of the iPad Air, with previous rumors suggesting it would launch in 2026. However, due to sluggish sales of the OLED iPad Pro models, Young expressed concern that the iPad Air's switch from LCD to OLED could be delayed by more than a year.
Despite the disappointing sales figures for the OLED iPad Pro, Young remains optimistic about the future of OLED in Apple's MacBook lineup. The analyst previously predicted that the 14-inch and 16-inch MacBook Pro models would switch from mini-LED to OLED as early as 2026. Young said he still expects higher demand for OLED laptops than tablets, pointing to the growing adoption of OLED displays by PC makers.
MacBooks with OLED displays will feature increased brightness and improved contrast ratios compared to LCD models, and the displays will also be more energy efficient for longer battery life. The move to OLED displays could also contribute to future MacBook Pro models having a thinner design.
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