A new study compares iPad sales between the third quarter of 2023 and the third quarter of 2024. The results show a similar trend to that seen on the iPhone. The Pro model is the most popular, closely followed by the Standard model, while more specific or intermediate formats are less common.
iPad Pro is the most popular
At Apple, customers do not hesitate to invest more to obtain high-end models, such as the popular iPhone Pro. This also applies to iPads. A study of CIRP shows the distribution of iPad sales for the third quarter of 2024.
The magnificent iPad Pro M4 from iSoftLooking at the numbers, it appears that the iPad Pro dominates sales with 45% market share. It’s followed by the entry-level iPad, which accounts for 33% of sales after a recent price cut. Next, the iPad Air with 13% and the iPad mini with 9%. Obviously, the mini format is not as attractive, whether for iPhones or iPads.
- iPad Pro (45%)
- iPad (33%)
- iPad Air (13%)
- iPad mini (9%)
The iPad Air lost 10% market share compared to the same period in 2023, despite the launch of the iPad Air 6 in May, which should have boosted sales during the months of July, August and September. On the other hand, almost one in two iPads sold is an iPad Pro, despite lower sales than expected for the OLED iPad Pro.
The main lesson to be learned from these figures is the purchasing behavior of Apple’s customers. In general, there are casual customers who appreciate the Apple ecosystem, but don’t want to spend an exorbitant amount of money. On the other hand, there are technophiles who absolutely want to have the latest technologies even if they have to pay a high price. In between, there are those who want a modern iPad at an affordable price, as well as die-hard mini fans.
