Despite a heavy amount of internet buzz revolving around the 2022 release of Apple’s 10th generation iPad, the device is experiencing a bit of a slowdown. In 2023, iPad sales were down by around 3% compared to 2022. This isn’t good news considering that 2022 saw an 8% decline on 2021 too.
Over the last few years, interest in iPads have waned, especially in light of the Apple A16 Bionic chip, which has made iPhones stronger and more versatile than ever before.
Why use an iPad?
It could be said that Apple doesn’t know what the iPad is good for anymore. Even in one of their press releases for the 10th generation, the word ‘versatility’ was used often. But while ‘versatility’ is indeed a selling point for audiences, using the term so frequently does hint to a bigger problem – that even Apple doesn’t know what their Unique Selling Point (USP) is.
Quite simply, users can buy the iPad for a number of reasons, but they’re the same reasons that users can buy an iPhone. Even for entertainment apps, iPads were once considered to be the better option for power and gaming versatility. But in 2024, all the top games are just as accessible on the iPhone.
The iPhone 15 Pro as a Gaming Powerhouse
With the new A16 Bionic chip, the iPhone has arguably become one of the best mobiles in the market for gaming.
Even AAA games like Resident Evil Village and Resident Evil 4 – and soon, Death Stranding and Assassin’s Creed Mirage – can play seamlessly on the iPhone 15 Pro system. With outstanding graphics, solid performance, and excellent battery life, the gaming experience is more seamless than ever.
This isn’t to say that gaming on an iPad is worse than gaming on an iPhone, but the gap between the two has been considerably tightened. Both the iPhone 15 Pro and the new 10th generation iPad cost $799. As a result, users are struggling to find the reason to fully immerse themselves in the Apple ecosystem when it will cost nigh on $1,600 for two devices that offer the same thing.
Do they still hold their own against iPhones?
With all this being said, there is still one quality of the iPad that makes it a big draw for gaming enthusiasts – the screen size. With more screen real-estate, the gaming experience is certainly more immersive than it can be on the iPhone.
Whether a user is utilising an entertainment app or running a full-blown AAA game, the bigger screen makes it more comparable to console gaming. This remains a big selling factor for gamers who want convenience, but don’t want to sacrifice the overall gaming experience.
Is it enough to keep the iPad alive? Only time will tell. According to a recent report, the reason no new iPads were released in 2023 is because Apple is working to add touch screens to their Macbooks and Mac computers. This is something that the late co-founder Steve Jobs was adverse to doing, as he believed it would cannibalise sales for the iPad.
If this is indeed what Apple are working on, then his prediction might be about to come true. In 2024, many Apple enthusiasts opt for a Macbook over an iPad due to its powerful performance for more intensive tasks. While the iPad can be utilised for light productivity and portability, the Macbook Air also provides this.
To survive in the future, the iPad needs a USP that makes it a must-have for Apple users, rather than an ‘additional device’ that is somewhere in between the iPhone and desktop experience.
