iPad Pro Becomes the Best-Selling iPad Model in Q2-24

A recent analytical report has revealed that the iPad Pro emerged as the best-selling iPad model in the second quarter of 2024, defying the typical market expectation that the least expensive model would lead to sales. These numbers made up almost half of all iPad sales in the U.S. during Q2-24, with more than 43% market share according to CIRP.

Thanks to this vast portion, it was the best-selling model by a wide margin. The second best-selling model was the standard iPad, which accounted for 35% of sales. In second place, the iPad Air and iPad Mini claimed a smaller share at 12% and 10%.

iPad Pro: Best-Selling iPad

The Pro model of iPad was one stand-out mover, now 5% market share higher than the same time last year. Whereas the standard iPad grew its share throughout Q1, both the iPad Air and Mini shrunk their shares. It is clear from the change in sales dynamics that people are starting to value iPad Pro more even though it is quite expensive.

A lot of this was due to the aforementioned May launch timing for those new iPad Pro models right at the start of Q2-24. The launch of the new iPad Pro earlier in Q2 probably helped boost its sales numbers, too. However, the newly launched iPad Air crumbled this quarter and it lost its appeal compared to Q2-23. The strong showing by the iPad Pro during 2Q highlights a key competitive headwind in Mainland China.

During Q1-24, tablet shipments grew to 26% and with that much growth in the segment, this makes it tough for Apple which Huawei surpassed. In the next few months, Apple seems to face stiff competition from the Huawei Pro tablet which has having 12.2-inch display unit and will be hitting the market this week.

As for the iPad Pro, it remains to be seen if this year’s performance can carry on through Q3-24 and whether or not will hold its market leader title now that other brands have caught up in terms of innovation.

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