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According to Tim Cook, upcoming surprises will benefit iPad sales

In terms of numbers, the week didn’t start for Cupertino’s too. Earlier this week Apple reported that it sold 13.1 million iPads in the first quarter of 2017, covering the Christmas shopping season, compared to 16.1 million in the same quarter last year. As noted by Jason Snell at Six Colors, that’s almost half the 26 million iPads Apple sold during the same period in 2013.

In response to the results Apple said it underestimated the demand for holidays for the iPad quarter, and that it aggravated a supply problem with one of its suppliers. Apple also reduced channel inventory by 700,000 units. Last year, Apple increased channel inventory by 900,000 units as the iPad Pro was launched.

Numbers fall in the tablet market

According to Tim Cook, upcoming surprises will benefit iPad sales
According to Tim Cook, upcoming surprises will benefit iPad sales

Technically, the tablet market is attractive to consumers, but as is often the case with technological devices, it is still a few years away from being considered fully affordable.

As outlined in macrumors , price remains a “key issue” for consumers looking to adopt high-end tablets such as the iPad Pro, which has created space for small sellers to capitalize on low-priced tablets, according to Strategy Analytics. Lenovo, for example, shipped an estimated 4.2 million tablets and grew 21% year over year in the quarter.

Samsung was Apple’s closest competitor with an estimated 8.1 million tablets shipped in the quarter for 12.8% market share, according to Strategy Analytics. Lenovo, Huawei and Amazon completed the top five with an estimated 4.2 million, 3.7 million and 3.4 million shipments in the quarter, respectively.

Tim Cook: Good things come for the iPad

Given the situation and the expectation of a renewal of the iPad line for the second quarter of this 2017, Apple’s CEO, Tim Cook said:

One thing is certain: consumers are not updating their tablets as often as smartphones. In order to revive iPad sales, Apple will have to add exciting new features that appeal to the large base of existing iPad owners to trade in their current “good enough” for a new one.

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