Kate MacKenzie’s perspective makes sense one why iPad sales have been going down.
First on my list of the obvious is product life cycle. No one knows what the iPad’s life cycle is; after all, it’s a relatively new product. But it’s likely much closer to the life cycle of a Mac than an iPhone. That impacts upgrade purchases. Why bother to upgrade when new models do much the same as the old model.
Second on my list of nearly obvious is the big screen trend. iPhone competitors needed to differentiate their smartphones from Apples and one obvious way to do that was with a larger screen; and it took Apple years to catch up. Apple’s first larger screen iPhone, the iPhone 6 Plus, coincides with the iPad’s sales decline. People only need so many large screen devices.
Apple’s inattention to the iPad shows up on the list, too, but MacKenzie has a few ideas on what the company can do to improve the iPad’s lot in life.