While iPad sales may be roughly in line with what analysts were expecting, in terms of volume it represents a four-year low.
The consensus amongst analysts has been that Apple would shift around 10 million iPads, and that's what Apple delivered, selling 10.9 million units for the Q3 15 quarter. For any company other than Apple, selling ten million tablets would be amazing, but for Apple it represents a serious loss of traction in the tablet market.
It represents a 13 percent decline in units over the previous quarter, and 19 percent year-on-year.
iPad sales figures have been in decline for several quarters, and has now hit a level not seen since Q3 11, back when the iPad sales were on the up.
"Peak iPad" seems to have come and gone. The sales pattern is now unnervingly following that of the iPod, only at a more accelerated pace.
The iPad may have burned bright, but it may not have the longevity that the iPhone and Mac seem to have.
Good news for Apple though is that iPhone sales are still strong:
And Mac sales are plateaued:
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