Apple to release new iPad Pro with M3 processor and OLED screen, trying to revive the market

August 28, 2023  22:07

Apple is working on an updated version of the iPad Pro tablet computer. As reported by Bloomberg, the new gadget will be released next year with the aim of reviving the market in deep decline.

It looks like Apple is planning to significantly update the iPad Pro for the first time in several years. According to the source, this move is justified because the entire tablet market is in a deep crisis, and the company can benefit from the release of a new version of the iPad Pro. The device was once considered a potential successor to the Mac, but iPads are now the least profitable of the company's core business segments.

Last quarter, iPad sales fell to the lowest level since the start of the coronavirus pandemic in 2020. According to IDC analysts, shipments of Apple devices fell 17% in the second quarter. In its latest financial report, Apple attributed the decline in tablet sales to a more successful year prior to the launch of the new iPad Air, but it's clear there's a much bigger problem.

Like PCs and laptops, tablet sales have fallen after soaring during the pandemic. Virtually all major manufacturers, including Samsung and Lenovo, are down. Consumers simply don't see the need to buy a new tablet or upgrade an old one as long as it works. In addition, many consumers are buying smartphones with larger screens, which reduces the demand for tablets.

In the case of Apple, the crisis in the tablet segment is also due to some of the company's decisions. iPads have received only minor updates in recent years. Moreover, the most attractive model of recent years is the budget 10th generation iPad, which was released in October last year. The iPad Pro hasn't seen a major update since the 2018 model was released, and the iPad mini hasn't been updated in two years. These and some other aspects have led to a decline in sales in the iPad segment.

The good news for Apple is that the company has a chance to revive the market by releasing new versions of the iPad Pro next year. The models codenamed J717, J718, J720 and J721 will get Apple's own M3 processor. They will also be Apple's first tablets to feature 11-inch and 13-inch OLED displays. An updated Magic Keyboard is also expected, which will make the tablet more like a laptop. 

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