Projected shipments of the 2024 Apple iPad Pro models have been slashed due to weak consumer demand. Photo: HWZ
Apple is reportedly facing weaker-than-expected demand for its M4 iPad Pro models.
Market research firm Display Supply Chain Consultants (DSCC)'s latest report indicates that shipments of the M4 iPad Pros have been lowered from 10 million to just 6.7 million units.
DSCC claims that shipments of the 11-inch model are projected to drop by 40% in Q3 and an additional 30% in Q4. The shipment forecast for the 13-inch model is worse – shipments are estimated to decline by over 50% and 90% over the same period.
One factor cited in the report is the high price point of the M4 iPad Pro. With starting prices of S$1,499 and S$1,999, consumers may not be willing to spend on a device that is priced similarly as laptops and yet are not true laptop replacements.
This can be chalked down to the limitations of iPadOS. We've covered the quirks of iPadOS in the review of the 12.9-inch iPad Pro (6th-gen) and how it continues to hold back the potential of the iPad Pro.
Having said that, it's important to remember that sales of iPad received a huge boost in the quarter immediately following the launch of the new iPad Pro. In Q3 2024, iPad revenue was up 24% year-on-year to the tune of US$7.2 billion.
DSCC speculates that the sluggish demand for the M4 iPad Pro could delay Apple's plans to give iPad Air OLED displays. Research firm Omdia stated in a March report that the OLED iPad Air may arrive in 2028.
Despite these setbacks, the future of OLED in the MacBook remains bright as there is increasing adoption of OLED in the laptop space by other manufacturers. OLED MacBook Pros are rumoured to launch as early as 2026.
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