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iPad Pro is “only reason” Apple will gain tablet share, report says

by Todd Haselton | December 2, 2015December 2, 2015 7:00 pm PST

iPads, and tablets in general, just aren’t selling like they used to. It’s not that people aren’t interested anymore, it’s just that folks aren’t finding many reasons to upgrade their existing slates. That’s why you have companies like Apple pushing out new form factors with devices like the iPad Pro. And, in fact, one research firm thinks that device is going to be the only way Apple will see increased market share in the future.

IDC, which recently published its Worldwide Tablet Market Forecast report, noting that shipments are down about 8.1 percent this year to 211.3 million shipped units, sees huge potential in what it calls “detachables,” or devices that can be detached from the keyboard.

“The transition to detachable tablets also ushers in two other key trends: the growth of Windows and a turnaround for Apple’s iPad device line,” IDC senior research analyst Jitesh Ubrani said. “Though early reviews for the iPad Pro have been mixed, we believe the Pro to be the only reason for Apple to gain tablet market share in the coming years as they target select enterprise and prosumer audiences. At the same time we expect Windows-based devices – slates and detachables combined – to more than double its market share by 2019, driven by a combination of traditional PC OEMs as well as more household smartphone vendors.

The report seems to be bullish on the iPad Pro and rather bearish on the rest of Apple’s iPad family. It shows, once again, perhaps why Apple decided to skip upgrading its iPad Air this year.

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Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...

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