iPad Refresh Looks Like It’s Working

After making iPad owners wait for years, Apple launched new models in May of this year, in the middle of the just-completed quarter. It upgraded both iPad Pro and Air, with faster processors, improved displays, and slimmer form factors.

It looks like at least the new iPad Pro gained some share in the quarter, relative to the year ago period. Apple launched these models mid-quarter, so we will need another quarter or two of data to properly assess consumer reaction.

In the June 2024 quarter, iPad Pro (both the 11-inch and 13-inch models) accounted for 43% of total iPad sales, an increase from 38% in the year-ago June 2023 quarter (Chart 1).