Diversification is the need of any business to grow. Once any business tastes success in a particular product, service, category or segment, as a business owner, one should look at greener pastures, opportunities; look beyond one's areas of interest.
So did the Apple – our favorite brand. Apple is the most successful among those who appeal buyers to buy their communication devices. Though consumers were gung-ho about the brand, they place only iPhone on pedestal, leaving other products lag behind the front runner.
This has backfired Apple's diversification plans; Apple has started its business as makers of personal computers. Later on, when Apple sensed the need to plunge into mobile market, it launched iPhone, which proved a breakout hit for the brand.
Buoyed by the success of iPhone, Apple introduced iPad in 2010. But Apple failed to repeat the success story; if you check the history of iPad's market share, iPad 2 and iPad Air enjoyed 19% market share. And then, there has been sharp decline in market share by Apple's iPads. Today, iPad Pro limps to hold the market share of meager 0.3%.
So what went wrong for Apple? Why people are not willing to accept iPad in general and iPad Pro in particular? Why iPad Pro adoption is such a low?
iPad Pro Survey
For reality check, we run a survey on our site and asked our visitors if they would buy iPad Pro. To our surprise, we found that only 18% visitors are willing to buy iPad Pro and 63% said NO.
Why should business users have all the fun?
Apple had already sensed that their iPads were pitted either against competition or its own products. But the company wanted to take a last chance, as leaving the battlefield without making any effort to win would bring nothing but disgrace. And therefore, instead of catering to end users, Apple launched iPad Pro for business users.
As a matter of fact, Apple followed the footsteps of Microsoft, which has already floated its Surface tablet for the niche market, i.e. business users. In the back of his mind, Tim Cook had plans to replace laptops with tablets, but the calculation fell flat. If we look back, iPad, when first launched in 2010, was considered as laptop-killer by many industry experts, but Apple witnessed sales of its own Mac increased every year post the launch of iPad.
So it was confirmed that tablets can't replace laptops. In addition to this, iPad Pro runs on iOS as opposed to the traditional laptop system OS X. Though iOS has many great features, it does not have the access to full-featured applications that OS X does, and therefore, users have to make some adjustments.
Price plays key role in decision making, and Apple seems less serious about tagging the right price on iPad Pro. It is universally accepted that iPad Pro is sold at premium price. A 32GB iPad Pro starts at $799; if a buyer wants to buy Apple's new Pencil (stylus) and keyboard cover, he has to shell out $1067. And if anybody wants to go for 128GB iPad Pro, he will have to pay $1217.
This is a staggering 18% higher than that of Surface Pro 4 from Microsoft, which offers same specifications. Moreover, buyers have also set their eyes on dwindling prices of iPads for the last five years; hence, the starting price of iPad Pro surprised everyone as it is around 89% above the $423 average selling price of iPad lineup in 2015.
Waiting for the App Upgrade
An iPad without app is like a Jackie Chan's movie without action. In the first few days of iPad Pro release, users have noticed that their favourite apps have not been upgraded for this giant canvass. Surprisingly, it has been found that apps on the new iPad Pro have the longest average session length, almost 5 minutes, compared to other iPads.
Thanks to the larger screen that makes content viewing a visual extravaganza. Moreover, iPad Pro boasts some features that other models don't have. Features like Picture in Picture and Split View give users a delightful manoeuvring. But, first Apple has to make its popular apps compatible for iPad Pro.
Size does matter, but monster doesn't
For a common iPad Pro user, size does matter, but you give him an oversized tablet, he would brush off the offer. As mentioned above, the iPad Pro has failed to replace Mac or other laptops, and therefore, user has to use it as an iPad only. And this is difficult to handle as this gargantuan 12.9-inch tablet is hard to handle in your hands.
Moreover, it is equally difficult to carry while you are travelling. One has to keep it in a sleeve or case specially made for it; it also requires a separate keyboard or a keyboard case to type in long texts and email messages. This practical problem creates a sort of repulsion for iPad Pro.
To sum up, iPad Pro has failed to justify its higher price even as the product has been touted as business user's delight; iPad's previous franchises had convinced buyers of what they are buying. Even reviewers are clueless as to whether iPad Pro can replace laptop; people don't know how to consume this large iPad for which they have to spend as many as $799. This confusion keeps people away from iPad Pro. Perhaps, Apple could explain its users the usability of iPad Pro by upgrading some cool apps, reducing price etc. As for the size, they are helpless!