Apple Customers Also Just Hang On to Old iPads

It was not a secret that the iPad lineup was due for an upgrade. Apple finally complied, announcing a new lineup a couple of weeks ago. Our data showed that while they were waiting for the new iPads, existing iPad owners kept their existing iPads longer than before.

The question remains, what drives iPad upgrades, and to what extent does a new model lineup matter to existing iPad owners. To answer that, we look at what iPad owners do with their “old” iPad when they get a new one. To calibrate that data, we compare it to what iPhone owners do with their previous phone when they upgrade. 

In the twelve months ending March 2024, 67% of repeat iPad buyers kept an old iPad, either by giving it to a family member or friend or by simply retaining it. For comparison, only 41% of iPhone buyers kept or handed-down their old iPhone (Chart 1).