Analysis: Apple iPad Model Tracker Q4 2023 – Expect Big Changes in 2024 as Apple Refreshes the iPad
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As economic conditions improved in the second half of 2023, so too did tablet demand. However, with a product portfolio not updated since late 2022, low refresh demand for iPad held back a stronger recovery. Apple shipped only 52 million iPad units globally in 2023, representing an 18% year-over-year decline and falling to 38% market share as their lack of new product has hurt demand from their user base. In the meantime, Android OEMs took market share and improved their tablet offerings. With rumors of new iPad launches in late March 2024, Apple aims to capitalize on the next refresh cycle. In this report, we examine what challenges Apple, its competitors, and the supply chain will face in this new environment.
