The new 11- and 13-inch iPad Pro, launched in May 2024, marked a milestone for Apple by being the first to incorporate OLED technology in larger screens. Initially, these models were expected to reach up to 10 million units sold throughout 2024. However, the research firm Display Supply Chain Consultants (DSCC) has adjusted this forecast, reducing the figure to 6.7 million units.
The 2024 iPad Pro falls in sales
Ross Young, an analyst at DSCC, has indicated that sales of the 11-inch model will decrease by 40% in the third quarter and another 30% in the fourth quarter, compared to the previous quarter. For its part, the 13-inch model will suffer a even more pronounced dropwith a reduction of more than 50% in the third quarter and a staggering 90% in the fourth quarter. These figures reflect a worrying trend for Apple in this market segment.
One of the key factors that could be behind the collapse in sales is the high price of these devices. The 11.1-inch model has a starting price of €1,199while the 13-inch starts at €1,549 dollars. Many users continue to see the iPad as a complementary device to their smartphones or laptops, which means that the high price is not justified for the use they give it.
Despite the new iPad Pro’s advanced features, such as the powerful new M4 processor, the ultra slim design and the impressive OLED technology, do not seem to be enough to motivate consumers to renew their current Apple tablets. In addition, the limitations of the iPadOS operating system, which many consider insufficient to exploit the full potential of the hardware, could also be affecting the purchasing decision.
Exorbitant price for the iPad Pro M4
The arrival of OLED technology in the iPad Pro had been seen as an innovative step for Apple, but the reception has not been entirely good. Although it has managed to compete effectively with mini-LED technology in the OLED television market, the price of these devices remains a significant barrier in the case of tablets.
Apple is already working on a version of the iPad Air with OLED screenscheduled for 2026, according to rumors. However, disappointing sales results for the iPad Pro could lead to a delay in the introduction of this technology in the Air line, according to Young, who has expressed concern about a possible postponement of more than a year.
Despite the low interest in iPad Pros with this type of panels, analysts are optimistic about their future in the MacBook Pro. It is expected that in 2026 the 14- and 16-inch models adopt OLEDoffering higher brightness, better contrast, greater energy efficiency and a slimmer design.
