Apple recently unveiled its latest tablet offerings, the 11-inch and 13-inch M4 iPad Pro models, featuring the innovative Tandem OLED technology. Contrary to prior speculations that these new devices would carry a heftier price tag, Apple has surprised consumers and experts alike with an entry price of $999 for the newest additions to its lineup. This competitive pricing strategy seems to be a significant factor contributing to the robust shipment forecasts for the tablets, with predictions suggesting a figure reaching up to 9 million units.
The anticipated success is noteworthy given the current decline observed in the overall tablet market. Insights from Omdia, a market research firm, indicate that the expected total volume of OLED shipments for 2024 could scale up to 12.1 million units. Within that figure, ‘hybrid OLED’ panels, known commercially as Tandem OLED and a key feature of the M4 iPad Pro tablets, are projected to make up 8.12 million units. This represents 61.7 percent of the total OLED shipments, highlighting the significance of the new iPad Pro models in the OLED segment.
Despite not being addressed in the report, the competitive starting price point of Apple’s latest offerings may be a key driver of demand. Even industry experts like Ross Young, the founder and CEO of Display Supply Chain Consultants, were taken aback by Apple’s pricing strategy. He had previously estimated that the 11-inch and 13-inch OLED iPad Pro models would come at a cost of up to 50 percent more than their predecessors.
The potential for these tablets to achieve even higher shipment numbers may be curtailed by limitations within the iPadOS, which could be seen as not fully capitalizing on the hardware’s capabilities. This sentiment is echoed in a recent survey indicating that 40 percent of iPad owners hold on to their devices for three years or more. A contributing factor to this trend is the perceived lack of specialized features within the iPadOS. Additionally, the lower resale value of iPads compared to other technology products might encourage owners to retain their devices longer. In comparison, MacBooks are often viewed as offering more functionality, leading some consumers to invest in these laptops for an enhanced computing experience.
With LG supplying both the 11-inch and 13-inch OLED panels for the iPads, Samsung is similarly preparing to ramp up its efforts for the 11-inch variant specifically. Samsung’s expansion plans are set to enhance its production capacity, allowing it to meet the robust demand for these high-tech screens effectively.
The M4 iPad Pro has already created quite a stir in the market, with its state-of-the-art Tandem OLED displays paired with a well-calculated pricing model. The anticipation of 9 million units in shipments underscores the strong market presence that Apple’s newest tablets are poised to have despite the shifting dynamics of the global tablet industry.
