When I saw news organization flocking to the tablet as their saviour, I just shook my head.
The Bulldog’s analytics have shown for the past four years that tablet use is on the decline. The Bulldog’s stats don’t look unique.
Apple hasn’t issued an update of the iPad for about two years and is dropping the price of its models.
The future, for what it is worth from Bulldog stats in the long term, is the phone. But its market share is not growing much from laptop use but from tablets.
Video above: Good uses for a tablet. Notice that none of them is reading a news site.
That said, phone use for information is growing and it is one of the reasons The Bulldog was so early in providing responsive sites. In other words, websites that are highly usable on all mobile and conventional computer models.
Here is some confirmation of The Bulldog’s stats:
A two-and-a-half year gap is a remarkably long period of time between refreshes to its main iPad model — a trend also evident in Apple’s Mac business.
The iPad’s interregnum isn’t a sign of weakness but rather a recognition of reality for Apple and CEO Tim Cook, who has maintained for far too long that the iPad is a growth business. It most assuredly is not.
Unit sales of the iPad have dropped for 12 consecutive quarters. Apple in its most recent fiscal year sold the fewest iPads since 2011, the first full year the device was on sale. That is more than enough evidence to conclude that a “temporary” sales lull is no longer temporary. And not devoting time and money to annual product refreshes is the right approach to a business in permanent decline.
And that is perfectly fine. Not every business can grow to the moon. The iPad is a handy gadget for many people, and it’s incredibly profitable for Apple. Owning one can keep people hooked on other Apple devices and sell them on apps, Apple Music subscriptions and other internet options that are an increasingly important element of Apple’s strategy.
But if the iPad isn’t a growth business anymore, someone should tell Mr. Cook.
To read the whole article from The Globe and Mail, click here.
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