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Subplot of the day: have users realized tablets are unnecessary?

Subplot of the day: have users realized tablets are unnecessary?
Today has been one of the rare days where we got big announcements from both the Android world and the Apple world. This morning, we finally got a look at the new OnePlus One Android smartphone (phablet?), and then this evening Apple announced its Q2 earnings which (mostly) exceeded expectations. But, there was an interesting subplot behind both stories: do tablets really matter?

Admittedly, that might not be the subplot you'd expect between those two stories, but it is there nonetheless. We'll start out with the Apple earnings call numbers. As we reported, Apple blew away the projections for iPhone sales with 43.7 million sold compared to expectations of just 38.7 million. Apple also announced a 7-to-1 stock split, which caused its stock price to skyrocket. Not surprisingly, those two stories have been leading the headlines for the past couple of hours, but those two stories weren't the only pieces of news to be found in Apple's announcement. The other interesting bit of information was that Apple missed its sales projections for iPads, and it wasn't even close. Apple had been expected to sell 19.36 million tablets in the quarter, but only managed to sell 16.3 million. 

The reason why Apple missed on tablets is a more complex topic than you might think. There had been iPad mini Retina shortages early in the holiday quarter, but those mostly cleared up by the time Apple's Q2 rolled around. The high price tag of the iPad mini Retina ($399) may have been part of the reason Apple's sales numbers came up short. Also, the fact that the lower tier full-size iPad on sale was the iPad 2 likely also brought down the numbers. The iPad 2 was finally put to bed and replaced with the iPad 4, but that happened with less than two weeks to go in the quarter. That's not enough time to boost sales numbers, but we would guess that discontinuing the iPad 2 had quite a bit to do with Apple seeing the lower tablet sales coming in over course of the quarter. 

Of course, that's just looking at the internal factors for Apple's lower tablet sales. There are quite a few external factors that would play a part in those numbers not making the grade. Most would probably put Android tablets at the top of the list of external factors that are cutting into Apple's tablet sales, and that may well be part of it. Additionally, tablets don't need to be replaced as often as smartphones (which we'll expand upon in the next section, because this is a benefit for users), and lower turnover means fewer sales for manufacturers like Apple. 

But, the biggest reason is one that we don't tend to look at too often when looking at the mobile ecosystem: users may be realizing that tablets aren't really necessary in the same way that smartphones and PCs are. Smartphones have quickly become one of the most indispensable technologies that we have, and despite drops in sales, PCs still have a very clear use case for many users, most specifically professionals and power-users. Maybe though, tablets themselves aren't as essential to the computing ecosystem as manufacturers would have us believe. 

Where tablets excel

One of the troubles with the tablet market is in finding the best use case of the device. Overall, tablets excel at being media consumption devices, and this alone points to the idea that while tablets are useful, and can be very nice, they aren't exactly a necessity, because no one could claim that we are short on media consumption devices. 

Regardless of the size of the tablet, the form factor isn't that great for input, but it is very good for watching videos, reading, or browsing the web. Tablets can also be very good for gaming, but even here we have to start adding caveats, because how well gaming works on a tablet depends highly on the game being played and the size of the tablet on which the game is run. Casual games, like Candy Crush, work on tablets, but can feel like a bit of a waste of the screen real estate and processing power. Plus, the size of a tablet makes the use feel more like a sit-down experience because even smaller tablets can be somewhat awkward to hold up for long periods of time. 

This means that, for the most part, tablets are used in very specific settings, like on public transport, in bed, on the couch, or while taking the Browns to the Super Bowl (aka in the bathroom). You aren't going to be using a tablet while at a desk (as Microsoft is finding out the hard way with its push on hybrid devices), because proper laptops still rule that setting. And, for all other instances, smartphones are the weapon of choice. If you have a few minutes while waiting in line or something like that, you're much more likely to pull out your smartphone from your pocket than you would be to reach in your bag for a tablet. 

Subplot of the day: have users realized tablets are unnecessary?

Tablets are easily the best option in the settings where they excel and in the use cases that they apply to best. Unfortunately, those cases are relatively limited. This is the same reasoning as to why analysts have been calling for the death of the traditional PC. The use case of a traditional PC is fairly limited as well. They are best used at a desk, or in a stationary position. PCs are best for content creation (photo/video editing, music creation, long form writing), which happens far less than consumption; and, for more hardcore gaming, which happens far less than casual gaming. 

Although it was mentioned as a negative for Apple earlier, one benefit for consumers is that tablets don't need to be replaced as often as smartphones, partially because the use cases are so limited. Tablets are bigger, meaning less worry about battery life or heat, so they can feature faster internals. This means that assuming your tablet is still good enough for reading, watching videos, and some light gaming, you could keep the same tablet for multiple years. But, a smartphone that is older than a couple years can really start to show its age and feel sluggish. 

When people talk about moving into a "post-PC" world, tablets aren't really what is intended with that designation, because tablets are used in many of the same settings that PCs are, but tablets simply work better in those situations for the common tasks that dominate the majority of casual usage. The thing is that while tablets excel in certain areas, smartphones excel in those same areas; and with phones getting bigger and bigger, the reasons for owning a tablet continue to become fewer. 

Smartphones become the tablet killers

Back when Apple first unveiled the iPad back in 2010, smartphones were just beginning to cross the 4-inch display threshold; so, the idea of having a touchscreen device that had a display that was 10 inches made a lot of sense. But, an interesting thing happened in the next two years - as smartphones got bigger and bigger, tablets began to get smaller. 10-inch tablets lost popularity in favor of 7-inch tablets, and the average smartphone flagship headed closer and closer to the 5-inch mark. The thinking shifted to the idea that smartphones would stop growing around the 5-inch mark, and users would end up having a smartphone around 5-inches and a tablet around 7 or 8-inches, but that hasn't really happened either. 

Smartphones have continued to push bigger and bigger with a number of flagships at or just over the 5-inch marker, like the 5-inch Samsung Galaxy S4, HTC One M8, or Nexus 5, and the 5.2-inch LG G2 or Sony Xperia Z2. There are plenty of devices in the nebulous "phablet" range, like the 5.7-inch Samsung Galaxy Note 3, the 5.9-inch HTC One Max, the 6-inch Nokia Lumia 1520, and the 6.4-inch Sony Xperia Z Ultra. Because the display size difference between what we call a smartphone and what we call a phablet has become that small (and the two classes seem to be on the verge of colliding), we recently wondered whether the term "phablet" was even necessary anymore.

The distinction came to a head with today's announcement of the 5.5-inch OnePlus One. Some outlets called the device a smartphone, while others called it a phablet. OnePlus called the device a "flagship killer", but more accurately, smartphones like this are "tablet killers". It's been a trend that we've already seen in places like South Korea: users don't necessarily want to buy two separate devices (or can't afford two devices). Instead, users are willing to trade off the idea of using a smartphone one-handed in favor of having a singular device that can do the work of both a phone and a tablet. And, this trend is one that is making its way across the Pacific to America. Remember, there's a reason why Apple has decided that it not only needs to make a larger iPhone, but needs to make an iPhablet as well. 

Subplot of the day: have users realized tablets are unnecessary?

When phablets first came about, they were definitely in the realm of jack-of-all-trades, but masters of none. However, the hardware design has caught up to the intention. Bezels have gotten smaller to the point of being almost non-existent, battery efficiency has gotten better, and internal components have gotten smaller. Here's the proof in numbers: the Dell Streak 5-inch "tablet" was 152.9 x 79.1 x 10mm (6.02 x 3.11 x 0.39 inches) and 220 grams (7.76 oz); the original Samsung Galaxy Note had a 5.3-inch display and measured 146.9 x 83 x 9.7mm (5.78 x 3.27 x 0.38 inches) and 178 grams (6.28 oz); and, the new OnePlus One has a 5.5-inch display, but has a smaller overall body than both at 152.9 x 75.9 x 8.9mm (6.02 x 2.99 x 0.35 inches) and 162 grams (5.71 oz).

We're nearing the point where 5.x-inch devices can't get too much smaller, at least in terms of width, but the gauntlet has been thrown. If you're going to purchase a OnePlus One, you're likely not going to bother with a 7-inch tablet, because your smartphone will already be able to do the majority of what you'd need from a smaller tablet. Maybe we'll see a shift back towards larger tablets, but at this point, people know what they're getting from tablets, and maybe the form factor is being regarded as less than necessary. 

Let's revisit those areas where tablets were seen to excel. Web browsing on a larger screen is nice, but web browsing on a 5+ inch 1080p display is also quite nice, indeed. Casual gaming can easily translate to a large smartphone, and may be even better on that size device because it is more comfortable to hold over long periods of time. Tablets are still a bit better for watching video, but with 1080p displays on 5+ inch smartphones, the difference isn't too great; and, aside from YouTube, most video is still watched through a TV anyway. That just leaves reading. Comic books are best on tablets, and reading a book is better on a tablet than a smartphone. But, comics still have a relatively limited audience, and books are better on less expensive eInk readers like the Kindle than on tablets. So, at the end of the day, unless you read a lot (perhaps you're a student) or spend an inordinate amount of time on the toilet or public transport, tablets don't have too many advantages over a large smartphone, and it seems like consumers are starting to realize that. 


The way the market is moving, tablet purchases probably have the best chance of rising along with the economy, because tablets are squarely in the luxury purchase category. Given how inexpensive Android and Windows tablets are getting, there will undoubtedly be enough people out there with extra disposable income to justify the purchase, but tablets are definitely not a necessity, which could be a problem for companies like Apple who try to charge a premium on hardware. 

Going forward, it should be interesting to see how manufacturers react to this change. There have already been rumors that Google isn't going to be making much of a marketing push with the upcoming Nexus 8, and that may be due to the softer reception of the 2013 Nexus 7. Samsung has continued to put out new tablets, but has been reportedly keeping shipments low because it understands that the sales won't be there. We may end up seeing fewer tablets in the market, or we could see more agressive Nexus-like pricing with tablets to try luring consumers. We're hoping for the latter, because we still love our tablets around here, and getting them on the cheap is fine by us. 

  • Options

posted on 23 Apr 2014, 22:49 6

1. networkdood (Posts: 6330; Member since: 31 Mar 2010)

Well, my Nexus 7 is used by my three kids and each one has their own profile - I no longer use it - thanks to the power of Android. Meanwhile, I now use one device, a phablet, a Coolpad 9976A, and my Nexus 5 just collects dust. Probably should sell it...

posted on 24 Apr 2014, 00:26 2

23. 0xFFFF (Posts: 3806; Member since: 16 Apr 2014)

That is what my phones are as well -- expensive dust collectors. A tablet is like a nice easy to read phone that doesn't interrupt me with calls and texts :)

posted on 24 Apr 2014, 04:15

37. Kamehameha (Posts: 44; Member since: 21 Apr 2014)

The problem with large screen tablets has been the introduction of Haswell. 11" super small notebooks that can do everything a tablet can, has a keyboard for productivity, has software that's quite productive and weigh just a kilo. The only problem was battery life, but Haswell put that nail in the coffin.

TLDR; iPad's biggest competitor isn't Android. It's the 11" Macbook Air.

posted on 25 Apr 2014, 02:45

55. 0xFFFF (Posts: 3806; Member since: 16 Apr 2014)

Haswell may give you a low power notebook with good battery life. But that notebook is huge and heavy and clunky compared to a tablet. An 8" tablet weighs less than 1/4 of a kilo and is nice to hold for reading, surfing the web, watching videos, etc.

For me, a notebook is a huge hassle to deal with I am not typing something substantial. I just don't see these two devices as competing. I do things on my S-Pen Samsung tablet -- like drawing with a Wacom pen -- that would be clunky to do on a notebook. This is why Wacom makes digitizer tablets, Cintiq, etc.

posted on 23 Apr 2014, 22:51 1

2. AfterShock (Posts: 3698; Member since: 02 Nov 2012)

I agree for the most part..others will after Applee releases a bigger iPhone.

posted on 23 Apr 2014, 22:53

3. Jason2k13 (Posts: 1215; Member since: 28 Mar 2013)

I mainly just use my galaxy tablet at home, in bed or when i travel. The rest is using my phone.

posted on 23 Apr 2014, 22:55 4

4. KillerKeyboard (Posts: 344; Member since: 21 Nov 2013)

If you'd ask me, another factor is it's because people already with tablets are content with their old ones and less likely to pull the trigger if a new version comes out. Having a functional unit is enough which performs the basics. It's not like a smartphone where people can brandish them for having the latest. Tablets don't get that same effect. But hey... who's asking me? no one! :D

posted on 23 Apr 2014, 23:43 3

12. networkdood (Posts: 6330; Member since: 31 Mar 2010)

took my wife 3 years to upgrade from her original ipad

posted on 24 Apr 2014, 01:59 1

32. Cicero (Posts: 879; Member since: 22 Jan 2014)

My wife still had the first ipad. And still long thinking to replace it. It is only for the ios version update. I still use (or not so big time) the nexus 7 2012. My daily driver is the S4 and is enough for all activities.

posted on 23 Apr 2014, 23:02 8

5. GreekGeek (Posts: 1276; Member since: 22 Mar 2014)

tablets without true multi screen functions are useless (which is a pain to do on smartphones), glad I have my Tab Pro 8.4 with me all the time

When I browse the web, there is always a video that plays in the background and this has become a habit of mine lately so, yeah, cant live without tablets

posted on 23 Apr 2014, 23:09 1

7. Miracles (Posts: 560; Member since: 31 Aug 2013)

Yup can't live without my tab pro 8.4 either.....now my laptop's collecting dust somewhere 0_0

posted on 24 Apr 2014, 00:27 4

24. 0xFFFF (Posts: 3806; Member since: 16 Apr 2014)

TabPro 8.4 is a great tablet -- perhaps the best tablet ever made so far.

posted on 23 Apr 2014, 23:05 4

6. ArtSim98 (Posts: 3535; Member since: 21 Dec 2012)

I have ALWAYS been saying that there is NO reason to buy a tablet!

posted on 24 Apr 2014, 06:39

44. magnanimus (Posts: 542; Member since: 29 Mar 2013)

Well, not absolutely no reason. For instance, I got the Galaxy Note 10.1 2014 Edition to use in class. I literally dont use paper anymore. All my notes are digitalized and synced to a cloud if my data ever gets corrupted. So, there are some logical reasons

posted on 24 Apr 2014, 07:43 1

47. ArtSim98 (Posts: 3535; Member since: 21 Dec 2012)

I would get a ultrabook for that. Doesn't take any more space in the bag, much more functionality and a nice keyboard.

posted on 24 Apr 2014, 16:04

52. remtothemax (Posts: 260; Member since: 02 May 2012)

your preference still doesn't nullify his reason
the table is a pretty good interface for making hand written notes and drawings

posted on 23 Apr 2014, 23:22

8. J1919 (Posts: 32; Member since: 28 Aug 2012)

Interesting arcticle. Personally, while I can see the appeal of a Tablet I just don't think it makes any sense. I'd honestly prefer just having a big phone (no more than 6 inches though, I feel like the LG G3 might be perfect depending) and a Notebook.

posted on 23 Apr 2014, 23:27

9. tettech (Posts: 69; Member since: 18 Dec 2013)

I've been trying to find many reasons to purchasing a tablet, but I can see myself leaving it tucked away in the drawer. A 5-inch smartphone and a laptop work best for me. I haven't found a middle ground between them for a tablet.

posted on 23 Apr 2014, 23:38 4

10. hurrycanger (Posts: 1566; Member since: 01 Dec 2013)

I enjoy using my 7" tablet.
What I use it for:
- manga (I don't like zooming in and out and moving around all the time when reading manga, and that's what happens on a phone, including the Galaxy Mega 6.3)
- anime
- books
- browsing
- gaming

Sure it's unnecessary. It's not like I cannot live through a day without using a tablet. But hey, it does a lot better than smaller devices, especially the 4.5" or smaller smartphones. Why compromise when you have the extra money for it? xD

A little bit off topic, but 10" tablets are not for me at all. Too big, and too heavy for a "mobile" device. I rarely use it on the go because it's just... inconvenient. Besides, holding up a 10" tablet while taking a dump feels very uncomfortable. And when I'm uncomfortable, I cannot take a dump.

* (I just sold my 10" Asus tf300t a few weeks ago and bought a Kindle Fire HDX.)

posted on 23 Apr 2014, 23:44 1

13. networkdood (Posts: 6330; Member since: 31 Mar 2010)

ok, does your tablet make phone calls? Why own a tablet and a smartphone, when they can become one?

posted on 23 Apr 2014, 23:54 1

18. renz4 (Posts: 318; Member since: 10 Aug 2013)

well it depends on the user. personally i like my phones to be phones. mainly for calling and texting. i'm not even install any games on my phones. while i do browse the internet using my phone i prefer to do it on my 7 inch tablet. for android gaming i do it all on my tablet. and for sure i don't want 7 inch phone like asus fone pad. even 6 inch is still too big for me for a phone.

posted on 23 Apr 2014, 23:57

19. hurrycanger (Posts: 1566; Member since: 01 Dec 2013)

Well, I had the Galaxy Mega 6.3 for a few months. So yeah, it was the "they can become one" to me, as my 10" tablet gathered dust during the whole time.
And no, I don't even need my tablet to take phone calls. 7" is too big as a phone to me, and it would never fit comfortably in my pocket (my Mega 6.3 did). I want my phone to sit comfortable in my pocket and to be ready for me to pull out any time I get a call.

I've also mentioned what I used my tablet for. Watching anime is much better on a bigger display (and I stop at 7" cuz bigger tablets are too heavy --> uncomfortable to hold). Browsing the web on a 7" is also a lot better than on anything smaller than that. As for manga, I dare anyone to enjoy manga on a 5" or smaller smartphone, lol. It's just... no good.

So now I'm back to where I was over a year ago, a small/average size smartphone with a 7" tablet (I had the Nexus 7 2012). It just works for me. :D

posted on 24 Apr 2014, 00:32

26. joey_sfb (Posts: 5842; Member since: 29 Mar 2012)

My Samsung galaxy 7.7 and 12.2 do make phone call and its equip with multi sim so I can use ussd code to determine whether my phone or my tablet receive the call.

yes! I am geek.

posted on 26 Apr 2014, 05:27

59. ncarlosmiguel (Posts: 206; Member since: 14 May 2013)

My G Pad and S4 mini. Perfect tablet size and perfect phone size = best combination ever. LOL

posted on 23 Apr 2014, 23:42 4

11. joey_sfb (Posts: 5842; Member since: 29 Mar 2012)

I use my tablet more than my notebook pc. I read a lot in bed. Anyway to each their own I guess.

posted on 23 Apr 2014, 23:50 2

15. sarb009 (Posts: 309; Member since: 15 Jun 2011)

I do the same

posted on 23 Apr 2014, 23:45 1

14. networkdood (Posts: 6330; Member since: 31 Mar 2010)

The same thing I can say about smart watches...redundant tech. A seven inch screen smartphone does everything I need to do. Why spend extra cash for redundant tech?

posted on 24 Apr 2014, 00:06 1

20. bestmvno (Posts: 251; Member since: 07 Mar 2014)

A smart watch is definitely not redundant tech, but whether or not it will appeal to the masses is yet to be determined. There are certainly specific uses for them for instance smart watches could cause the phasing out of GPS watches such as the garmin (forerunners), and polar brands. It also makes simple tasks such as checking the weather, or who that text was from a bit more convenient.

posted on 24 Apr 2014, 00:30 1

25. 0xFFFF (Posts: 3806; Member since: 16 Apr 2014)

I'm one of the ones who is not convinced that a smartwatch isn't exactly like 3D television, i.e. technology looking for a real market need and failing to find one.

I find it's relatively easy to check the weather -- look outside. What's on my phone or tablet is rarely more accurate than what's outside :)

posted on 24 Apr 2014, 01:01 2

27. joey_sfb (Posts: 5842; Member since: 29 Mar 2012)

I watching my upcoming spider man in 3D. People here are very opinionated.

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