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Apple slashing iPad sales estimates, expects iPad mini to overtake it in 2013

Posted: , by Victor H.

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Apple slashing iPad sales estimates, expects iPad mini to overtake it in 2013
If last year we could only theorize about the 7.9-inch iPad mini cannibalizing sales of its bigger brother, the 9.7-inch iPad, this is now said to become the reality of 2013. Apple has allegedly cut its shipment estimates for traditional iPads nearly in half from 60 million to 33 million. 

At the same time, it has readjusted estimates for iPad mini sales higher. As the 9.7-inch iPad becomes less appealing in 2013, Apple expects to sell nearly 55 milion of the iPad mini, up from its earlier 40 million estimate. All of these estimates come courtesy of DigiTimes, a Taiwanese publication with inside supply sources.

Looking at overall iPad sales though, the adjustment is down. Obviously, Apple will also make less money off of the iPad mini as despite its big profit margin it is the cheaper device of the two iPads.

How important is that for Apple? Last quarter, the company sold 22.9 million iPads, with revenue from the iPad making up nearly 20% of the total company revenue. The iPad is thus the second most important device for Apple after the iPhone which brings the company 56% of its revenue.

Once again, we are seeing an example of Apple disrupting itself. Had it not introduced the iPad mini last year, iPad sales might have had a stronger chance to stick with consumers, but the iPad mini with its narrower bezel seems to have caught up extremely well. If all of that is true of course, let’s keep in mind that this is just a rumor for the time being.

source: DigiTimes

13 Comments
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posted on 07 Mar 2013, 08:04 3

1. PermanentHiatus (Posts: 267; Member since: 22 Jun 2012)


Well it is cheaper. Duh.

posted on 07 Mar 2013, 08:19 3

2. sorcio46 (Posts: 402; Member since: 27 Jul 2011)


We said that many months ago Phonearena :D!

posted on 07 Mar 2013, 08:28 6

3. tech2 (Posts: 2180; Member since: 26 Oct 2012)


so basically they cut down 27 million iPads and increased mini's expectations by only 15 million ! that sounds an overall decline

posted on 07 Mar 2013, 09:05

4. darkkjedii (Posts: 11892; Member since: 05 Feb 2011)


You're talking price vs expected shipments. Makes no sense.

posted on 07 Mar 2013, 09:43 5

6. tedkord (Posts: 4937; Member since: 17 Jun 2009)


No, he's talking straight numbers. Projections for the iPad were slashed by 27 million, while projections for the mini went up only 15 million.

This is doubly damning, since not only are the overall numbers down, but the mini has a much lower margin.

posted on 07 Mar 2013, 12:09

12. jas0976 (Posts: 2; Member since: 22 Jun 2009)


thats 100% right.
its all numbers game (math)

posted on 07 Mar 2013, 09:11 1

5. InspectorGadget80 (Posts: 6579; Member since: 26 Mar 2011)


Same boring news every time when millions of people already bought the ipad

posted on 07 Mar 2013, 09:44 2

7. tmcr7 (Posts: 158; Member since: 02 Nov 2011)


but I thought Steve Jobs said 10" is the ideal tablet size?

posted on 07 Mar 2013, 10:15

8. darac (Posts: 2156; Member since: 17 Oct 2011)


This is all about the form factor.
Mini really hits the sweet spot between usability and size..people will buy it over big iPad even if it costs the same.

So, Apple can push high end specs and and charge a premium for the mini, and achieve even greater profit margin.

Mark my words and watch

posted on 07 Mar 2013, 10:30

9. appleDOESNT.com (Posts: 446; Member since: 19 Nov 2011)


i agree.. a ten inch tab is a tweener IMO, too big to be portable too small to be useful. Mini did get the size right if it weren't for that lol low rez screen that they burned everyone on it once again further proving what a anti consumer company apple is; launch it with the low rez crap screen that really does suck and looks terrible, just to refrsh it months later all for the highest price in it's class... well there i go again, even when apple does something right the over charge and screw you lol

posted on 07 Mar 2013, 10:36 1

10. funchumm1206 (Posts: 52; Member since: 04 Mar 2013)


Tim said that ipad mini will not cannibalize ipad 4. what happened? LOL

posted on 07 Mar 2013, 11:03 1

11. tedkord (Posts: 4937; Member since: 17 Jun 2009)


Tim also said that he doesn't like lawsuits. So I'm not really sure what Tim says means all that much...

posted on 07 Mar 2013, 14:32

13. MrWilli5 (Posts: 74; Member since: 13 Feb 2011)


its not the size of the tablet ppl are into its the damn price

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