The Slow Death Of The iPad Is Apple’s Own Doing

This week’s news, rumors, and recommendations.

Welcome to our weekend Apple Breakfast feature, which provides a concise recap of all the Apple-related news you may have missed this week. We call it Apple Breakfast because we believe it pairs well with a cup of coffee or tea in the morning, but it’s fine if you want to read it around lunch or dinner as well.

Where did the iPad go so wrong?

If the top figures are any indication, Apple experienced another record-breaking quarter. But even the most flourishing gardens have weeds, and (at the risk of mixing metaphors) the iPad’s performance was the most evident fly in Apple’s Q4 ointment.

Comparatively, the iPhone and Wearables were each up 10%, the Mac was up 25%, and even Services managed a 5% increase over the same quarter last year, whilst the iPad was down 13%. (This is not an isolated incident. iPad sales were down in Q3, Q2, and Q1 as well.) That’s a hole in Apple’s finances worth little more than a billion dollars, which is probably less detrimental to the corporation than it seems but is nonetheless cause for concern.

The iPad does not need competition due to its self-cannibalizing product map and staggered rollout schedule. Apple has taken on the task of eliminating the competition by itself.

The iPad is not the Mac, despite Apple’s desires, and a fluid, complex range is ineffective. We have recognized that iPads are primarily aimed at light-usage consumers, and that light-usage consumers want and seek unambiguous indications of which product to purchase, which the iPad range cannot provide.

Instead of offering a compelling update to the budget iPad in 2021, the new 10.9-inch iPad instead invades the mid-market territory of the iPad Air, which itself invaded the iPad Pro’s territory when it was released. With iPads launching at seemingly random intervals throughout the year and rendering each other obsolete upon release, your best bet is to simply purchase the most recent… However, there is no assurance that it won’t be surpassed the following month. None of these will likely cause customers to wait in line at their local Apple Store.

iPad was supposed to be the solution to the post-PC dilemma. And to the changing appearance of smartphones, which at one point grew so rapidly in size that a new category, the phablet, was created. And to the shifting reality of working while traveling, which everyone assumed would have rendered the laptop obsolete years ago. Apple was not the only company to mistakenly believe the tablet was the future, but no other company has worked as hard to make it a reality.

Apple is not to blame for the fact that consumers do not want to replace their laptops and phones with a single converged device, and with the benefit of hindsight, we can see that the iPad was never truly destined to replace the iPhone as the company’s revenue leader, as Apple had hoped. The majority of us desire a device larger than a tablet for working and more portable for carrying in our pockets. Tablets are viewed by the majority of customers as lightweight content delivery devices used to watch Netflix, surf the web, and play a few games. The market for the iPad as a primary device, specifically as a work device, was never as large as the company anticipated.

Apple rarely leaves money on the table, so it may be worthwhile for the company to access a smaller market. Apple has done a good job of taking that money so far, with the iPad dominating the tablet market and the Apple Watch dominating the wearables market. Indeed, tech enthusiasts worry that Apple has become risk-averse as a result of the iPad’s easy victory over rival tablets; if you’re the best, why try harder?

Tim Cook may have pondered this question as he conceptualized the iPad product roadmap for 2022. Buy a Xiaomi Pad 5? Worse: purchase nothing and watch Netflix on their mobile device. And a disappointingly small market shrinks even further.

This week’s top stories are highlighted

  • As Apple announces another record-breaking quarter, Jason Snell believes that the company’s booming Macs and declining Services are not all they’re cracked up to be.
  • The iOS App Store is suddenly overrun with advertisements. And the situation is certain to deteriorate.
  • A viral TikTok video demonstrates that everyone has been charging their iPhones incorrectly. (Possibly.)
  • Samsung has just developed a privacy feature that the iPhone sorely needs.
  • Mysterious: The new iPad’s charging port is a Lighting port masquerading as a USB-C port.

The gossip mill

Apple may release a 16-inch iPad by the end of next year. This would be the most expensive iPad from Apple.

Apple has confirmed that future iPhones will switch from the Lightning port to the USB-C port.

Here is everything you need to know about the iPhone 15, which will likely feature a USB-C port.

Software upgrades, bugs, and issues

iOS 16.1 contains a patch for a frightening zero-day iPhone security flaw.

Even if you don’t upgrade to Ventura, critical patches are available for your Mac.

Apple has finally released iOS 15.7.1, which includes important security updates.

However, the company cautions that iOS 15 and macOS 12 devices may still contain “known security vulnerabilities.”

The new iOS/iPadOS 16.2 beta introduces Apple’s brand-new Freeform app.

Apple released updates for over a billion devices this week. We list every app and OS update released by Apple.

Have you discovered the Mac OS Easter egg hidden in Ventura?

This concludes our work for the week. Sign up for our newsletters if you want to receive regular roundups. Additionally, you can follow us on Twitter for breaking news. Enjoy the rest of your weekend and stay at Appley until next Saturday.

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