Shocker: iPads sold well on Black Friday, Microsoft Surface not that much

Shocker: iPads sold well on Black Friday, Microsoft Surface not that much
Although no U.S. retail store was spared by the hordes of customers during the annual Black Friday stampede shopping event, some outlets were clearly more crowded than others. And as you might expect, Apple stores were among those that interested buyers the most. But how do they compare with rival Microsoft's retail outlets? That's what the analysts at Piper Jaffray wanted to find out, so they observed an Apple Store and a Microsoft Store at Mall of America in Minneapolis for 8 hours during Black Friday, as they have been doing for 5 consecutive years now. 

Unfortunately for Microsoft, 47% less people visited its retail outlet when compared to the nearby Apple Store. What made matter even worse for MS was that most of the visitors were just checking out the gear, rather than buying it. In particular, only 3.5 items were sold every hour at the Microsoft Store, with two of them being XBOX games. In comparison, 17.2 items were sold every hour at the Apple Store, with 11 of them being iPads. Piper Jaffray's team dedicated two hours time to monitoring how well the Microsoft Surface was selling, yet not a single unit was bought during that time.

But even for Apple it's not all roses. The analysts report that although the company moved 11 iPads every hour (that includes both the iPad and iPad mini), that figure stood higher last year, namely at 14.8 iPads per hour. It is said that the drop in sales could be due to limited supply of the most popular model – the 16GB iPad mini. When it comes to Macs, Apple sold 3.9 of them per hour during Black Friday, while 10.1 were being bought a year ago. The drop in interest is likely because of the new models' upcoming arrival. 

Having said all that, it looks like the Microsoft Surface tablet is indeed off to a modest start, and it might take something more than celebrity endorsement to raise interest among consumers. 

source: Piper Jaffray via Microsoft News

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39 Comments

1. MeoCao unregistered

IDK if I'm alone, but I have the feeling that Piper Jaffray will say anything to make Apple look good. I guess they have advised lots of people to buy Apple's stock so they must keep the value for their clients or something?

6. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 2010

Analyst 'findings' are generally self-serving. I would like to see quarterly sales results. Apple probably won the tablet sales crown, but I would like to learn how far back was MS trailing.

24. JeffdaBeat unregistered

To a certain extent, yes they are self serving. But ultimately, they want to do what will make them money. If at some point Apple tanks, I don't think Piper Jaffray will still sing Apple praises. No analyst is going to do something that will lose them money just because they like a company...and him liking the company is an assumption. But if Apple's stock is back on the rise, it would be smart to buy it now seeing how high it has gone in the past.

27. yuvananda

Posts: 9; Member since: Jun 18, 2012

Friend of mine brought a surface exactly here. They even offered for a crash course on Windows 8RT, which itself speaks of the complex / uneven user interface. The very next day, he was again at the microsoft store returning it. Himself being a android user right from Nexus One days felt the lack of apps was his major concern.

36. Nadr1212

Posts: 741; Member since: Sep 22, 2012

3.5 items every hour? What, did some people buy Half an Xbox game or what?!?!?!?!

10. darkkjedii

Posts: 31320; Member since: Feb 05, 2011

Wow dude what's ur issue with apple? No matter what the article says u refute it. Tell me dude did the apple of ur eye dump u, did u bring ur teacher an apple and still get an F, did u bite an apple and find a worm, did u get sick despite an apple a day keeping the dr away?

11. Nathan_ingx

Posts: 4769; Member since: Mar 07, 2012

"Did u bite an apple and find a worm?" Exactly... And you're holding 'that' "Apple"!

15. networkdood

Posts: 6330; Member since: Mar 31, 2010

Actually, dark, analysts views are typically biased - which is why you should never trust them - usually they have an agenda - a means to an end.

17. Nathan_ingx

Posts: 4769; Member since: Mar 07, 2012

Dood, never-mind explaining him the facts, he'd rather trust them, especially with Apple on the winning side!

19. darkkjedii

Posts: 31320; Member since: Feb 05, 2011

U got me wrong dude. All wrong

21. darkkjedii

Posts: 31320; Member since: Feb 05, 2011

One more thing bro. I can care less about apples stock or samsungs market share lol. I have better things to do than worry about the finances of a company that I don't work for. Just give me the device I want. That's it and that's all. I like tech period.

18. darkkjedii

Posts: 31320; Member since: Feb 05, 2011

Ur rite they r. I was just teasing meocao lol

12. Nathan_ingx

Posts: 4769; Member since: Mar 07, 2012

If this is true...i won't mind because Microsoft's Surface just got introduced. It needs time building up into people's liking...

2. jubbing

Posts: 150; Member since: Aug 20, 2008

Wait.. so they monitored one store and declared this the final results, found scientifically? What a load of crock.

28. -box-

Posts: 3991; Member since: Jan 04, 2012

What's sadder is PA thinks it is somehow newsworthy. Anything for pageviews I guess.

31. NexusKoolaid

Posts: 493; Member since: Oct 24, 2011

In order to to the study correctly they'd need to find a location that has a Microsoft store and an Apple store and observe them both at the same time, ideally during a period of high traffic where shoppers were there with the mind to buy. That's what they did in Minneapolis. I agree that a broader sampling would add some weight behind their findings, but how many other venues are there that host both types of stores?

40. jubbing

Posts: 150; Member since: Aug 20, 2008

Plenty! Microsoft makes sure they open stores near Apple stores.

4. wendygarett unregistered

American has made their smart choice during black Friday :)

13. Nathan_ingx

Posts: 4769; Member since: Mar 07, 2012

Which particular "American" are you talking about??

25. B3BLW29

Posts: 238; Member since: Mar 02, 2012

hahahahahahahahahahahahahah... ROFL ROFL

14. lubba

Posts: 1313; Member since: Jan 17, 2011

American use to be, I'm gonna work hard to get what I've always wanted. Now it's, I'm gonna work hard to get what everyone else have. Kind of sad because if folks took time to learn and understand surface and wp8, they appreciate it and know what wp8 is supposed to be, the future of computing. Imagine no more desktops and laptops. That's it! Oh well, America the groupie.

23. thelegend6657 unregistered

The RT version of the Surface is rubbish , and people know that . Bring on the Pro version and the surface will sell better

5. tigermcm

Posts: 861; Member since: Sep 02, 2009

ummmm of course surface didnt do so well on black friday. ipads are sold everywhere, surface, well um like in one store in each state??? come on now

26. JC557

Posts: 1920; Member since: Dec 07, 2011

Seriously, Surface needs to be available in more places. Hell, even Best Buy didn't have much of a selection if I could find any. In all honesty the Surface tablet is much more useful for productivity that's just as capable for downtime.

33. tigermcm

Posts: 861; Member since: Sep 02, 2009

wait you found the surface at best buy!!!!!! I only buy my electronics from best buy since they blow my email and mailbox up with coupons so I will not buy the surface till its at best buy

7. androidCrap

Posts: 9; Member since: Nov 22, 2012

Tech bloggers are not reliable nowadays and can be paid. That's why I don't believe in everything I read.

8. ajac09

Posts: 1482; Member since: Sep 30, 2009

iphonearena takes anything good about apple as fact lol I could sell an ipad to someone and they will assume that my store is selling good because I only sold one ipad on craiglist lol

9. agentoj

Posts: 105; Member since: Oct 29, 2009

The Microsoft store I went to was pretty empty except for where the Xbox games were. Snagged a couple games for $10 each. At least the Microsoft store had decent deals, I did not notice a single decent deal at the apple store.

16. darktranquillity

Posts: 285; Member since: Feb 28, 2012

Celebrity endorsement?!!

20. superiorbeefjerky

Posts: 14; Member since: Feb 18, 2011

Yeah! Apple is the greatest! MS and Android, not so much.

* Some comments have been hidden, because they don't meet the discussions rules.

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