It’s been several weeks since Apple reported results for the first quarter fiscal 2017 or last of the year 2016. We have already digested several interesting issues previously, but lacked one analysis more thorough of a particular product: the iPad. For the umpteenth time, the Apple tablet returns to star in doorways and discussions, not by its benefits as a product but for its apparent inability to grow.
Numerous voices have risen to offer free advice to the Apple company to try to remedy this situation. A that there is no doubt that is not nice for Apple. This Council has been listening to since 2010, the year in which the iPad was introduced by Steve Jobs and is as follows: the iPad should resemble the Mac to Regrow. Is this the only way out?
The iPad Pro effect begins to run out
The iPad business has long been in a free fall. The last twelve quarters, only one has generated growth in revenue. Units show a result even worse: 12 of 12 quarters in red numbers. Even so and because of the “magic” of the average sales price, the iPad Pro gave cause for optimism to recover slightly.
Despite the decline, the iPad still selling more than twice as many units as the Mac
However, the truce has come to an end with the latest quarterly results. Go ahead that iPad 12.9-inch Pro has not been updated since October 2015 and the 9.7 inch did in March. That is, that the Apple Christmas campaign It did not have new models to market. Something very meaningful as it can be with the iPhone.
Nor should we forget that the iPad still selling today more Mac units double every three months. I.e., while Apple sold 5.3 million Mac in the last quarter, the same company It sold 13 million iPad at the same time. The “best” Mac against the “worst” iPad.
In any case, the iPad Pro is again in doubt. You have to do something, because it is clear that there is something not going well, right?
The surprising early success of the iPad
Sometimes, a company can be rolled by the unexpected success of a product. If extends far enough in time, lose the way. To the extent that already do not remember the reasons by which they won years ago. “What customers buy my product and not the competition?”, they ask. Something happened with the iPad, but not with Apple, but with us, the fans of the technology.
This is the reason that the iPad was kissing the 20 million units in the first twelve months of life: the consumer wanted a device that is simple to use as an iPhone but with the screen and space of a computer. Point.
Both the iPhone and the Mac have tightened the market potential of the iPad; It is no longer so great as in 2010
This need was bigger then, in 2010, when the iPhone even had a 3.5 inch screen and the Android army had barely begun to increase diagonals. The market quickly saw the benefits to a larger screen attached to an intuitive operating system, aupado by the ecosystem of apps from the App Store and took it as their own.
We must also remember that Microsoft was a decade trying to commercialize his concept of tablet, with an operating system anchored to a desk, keyboard and mouse without success. And in the years immediately prior to the iPad, Microsoft and Intel failed to try to push netbooks, a category in which Apple decided not to participate despite external pressures. The iPad, by the way, “dealt with” bury her in a very short time.
What should Apple do with iPad?
It is with this context when we respond to the question who heads this section. The answer that many give It is to make the iPad more powerful with:
- An advanced file system that goes beyond icloud Drive, as the Finder.
- Merge Mac IOS operating system and create a hybrid a la Microsoft Surface.
- If the iPad Pro introduced a keyboard, it would be logical then add you a mouse.
In other words, make the iPad look more to the Mac. That you perform better with it. That, ultimately, it is a Mac. Because I know that it is what works for me to me. Because it is what I know. Because gives me security knowing that I can squeeze it like I do with my Mac.
The iPad does not need to merge with a paradigm that has forty years among us to grow
This, in my opinion, would be to condemn the iPad to fail. Look at what worked in the past is not the answer. In comparison, Microsoft generated $ 1,320 million range Surface (to be fair, just had the Studio as a new product). That 1.320 billion is little less than a quarter of the 5.533 million dollars generated by the iPad in the same quarter.
I know what is the solution to the mystery of the iPad. Just know that make it look more like a paradigm that has forty years, with their lights, but also with the many shades that they are projected in the current “computational” scenario, is not the solution. If there is something that the customers welcomed the iPad was its simplicity of use. A desktop operating system with management of files, windows and mouse would only worsen things for the Apple tablet.
The iPad as a product should evolve and gain functionality, but not at the expense of sacrificing that simplicity for the road. New campaign ads for the iPad Pro are perhaps an indication to where you want to Apple to carry the iPad.