Apple M4 iPad Pro: Despite Incredible Power, Advanced OLED, and Slim Design, Sales Growth Lags Behind Affordable Models by 15%

Apple’s latest 11-inch and 13-inch M4 iPad Pro models have been outfitted with a range of cutting-edge technologies, including a vibrant OLED display and the powerful M4 chip. However, despite these impressive features, Apple has acknowledged that these premium models did not significantly contribute to the recent surge in its tablet sales. Instead, it was the more affordable iPad versions that led to a notable 15% growth in this sector.

High Price Tags Deter Consumers from Upgrading to M4 iPad Pro Models

During Apple’s Q1 2025 earnings call, the company revealed that its iPad division generated $8.088 billion in revenue, a marked increase from $7.02 billion during the same quarter last year. Intuitively, one might expect the advanced M4 iPad Pro models to play a pivotal role in this revenue boost. However, tech analyst Mark Gurman from Bloomberg clarified that this growth is largely attributed to the M2 iPad Air series and lower-cost models, rather than the premium iPad Pro lineup.

The primary reason for this discrepancy is straightforward: the M4 iPad Pro models come with a price point comparable to that of a MacBook. Unlike macOS, which offers a wider array of productivity options, iPadOS presents a unique set of limitations. Consequently, many users find themselves wrestling with its interface despite the impressive M4 performance. On the other hand, more budget-friendly iPads provide a satisfying experience and meet most casual user needs. While the iPad 10 line may fall short for gaming and certain applications, alternatives do exist within Apple’s ecosystem.

Apple has now mentioned multiple times that the 15% growth in the iPad is primarily due to the iPad Air and lower-end iPads, not the iPad Pro, which is priced like a Mac.

— Mark Gurman (@markgurman) January 30, 2025

In a move to attract more buyers, Apple is set to launch a new ‘low-cost’ iPad 11 later this year. This model is expected to feature the A17 Pro chip and potentially boost the memory to 8GB, enabling it to support advanced features like Apple Intelligence. Priced affordably, this could further enhance Apple’s tablet revenue in subsequent quarters. As for the current M4 iPad Pro models, while a successor may not arrive imminently, these tablets remain robust standalone options. If you’re willing to invest, both models are currently discounted by $200 on Amazon, starting at $899.

For more insights, follow the updates from Mark Gurman.

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