It is an apparent paradox: despite a significant drop in turnover of 20% in the second quarter, iPad sales recorded an increase of 2% over the same period. According to Canalys data, Apple sold 12.3 million iPads during the past quarter, compared to 12.1 million in the second quarter of 2022. This trend indicates that it is mainly the most affordable iPad models that have enjoyed the greatest success, which is not surprising given that the middle class is currently facing galloping inflation.
Additionally, for Apple, the iPad's market share grew even more dramatically than sales. Now, the iPad has a 39.8% market share in the tablet sector, surpassing Samsung's 18.8% and Amazon's 6.9% shares. This equates to a gain of 5 percentage points in one year.
It is worth noting that, with the exception of Apple, the major tablet manufacturers recorded a drop in sales during the period: -13.6% for Samsung, -33.4% for Amazon and -39 .1% for Lenovo. The downward trend affects everyone, despite a slight recovery in Huawei (+2.8%), without even mentioning the category of other manufacturers, down 6.6%.
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