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

Apple slashing iPad sales estimates, expects iPad mini to be in higher demand 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

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