Apple launched iPad in 2010 and it was instantly hailed as a device that had the potential of revolutionising mainstream computing. In the last six years, Apple has introduced various new iterations and updates to the iPad range. Besides Apple, almost every other hardware manufacturer jumped into the fray with their version of tablet—mostly based on Google’s Android operating system, with Samsung, Asus, and Amazon leading among them.
Tablets were a completely new line of devices, something between a mobile phone and a laptop that offered the portability of a mobile phone and the power of a laptop. It became a huge success with sales peaking at 26 million units reported in Q1 of 2014. However, in the last three years, there has been a marked decline in the sale of iPad units. To its credit, Apple has been trying to reinvent the line-up by experimenting with different sizes and introducing new software features, but the sales seem to have tapered off.
Similarly, when Samsung launched Galaxy Tab in 2010, Android aficionados bought the device in hordes. Samsung also introduced new sizes starting from 7.0 inch to 7.7, 8.9, 10.1 and 10.5. Despite initial momentum and a hugely popular Galaxy branding, Samsung’s tablet range recently recorded almost 25% decline in the year-over-year market share.
So why is no one buying a tablet anymore? Let’s look at three main reasons that might be causing the across-the-board lag in the demand for tablet computing devices.
When the iPad was launched, the average size of mobile phones was around 4.5inches. So the iPad seemed a great device to consume media, browse the internet, or check e-mail. Since then, mobile phone displays have got bigger and better. Currently, the size of an average mobile phone is 5.25 inches. Also, the phones have got smarter and more powerful. A new line-up of phones known as Phablet with a display size of six inches and more has also been introduced by some manufacturers. This bigger screen size enables better media consumption and web surfing, thus eliminating the need for a tablet.
On the other hand, laptops are evolving in this new landscape. They are going portable with detachable screens. Google’s Chromebooks and Microsoft’s Surface series among other similar devices, bring greater firepower in a compact form, thereby hurting the sale of tablets.
With all these latest developments, a consumer does not want to own three devices when they can just have one ‘in-pocket’ device and one ‘in-bag’ device.
When tablets made their way into mainstream computing, there was genuine excitement and curiosity with what an iPad or a Galaxy Tab could do. Since then, there have only been modest or iterative changes. Different sizes, retina display, haptic feedback, or pressure-sensitive stylus are not enough anymore to lure new customers in big numbers who are ready to shell out $700 to $1000. Also in terms of apps, there has not been any breakthrough noticeable enough to warrant an upswing in the sales. Almost all new tablet devices lack a compelling reason to bring in new buyers who seem to be happy with their phones and laptops.
So you already have an earlier model of iPad. Are you enticed enough to upgrade to a newer model? While this links to the second reason, the upgrade cycle has some merits on its own.
Normally, a consumer holds onto a mobile phone for about 1824 months. On the other hand, the refresh cycle for a laptop is from three to five years. Barring a few earlier models of Android-based tablets, the old tablets seem good enough for web surfing or media consumption. It seems that tablets have got into the territory of TV sets.
There is no incentive to upgrade to a newer model that just has some minor design changes or a new chip inside. As a result, consumers hang on to the tablet devices for four or more years.
With all the above reasons for not buying a tablet device, there are still enough reasons for some consumers to buy them. These include the fact that seniors find big screens more usable for media consumption or for reading a book. These are also great for kids to take to their school and work on their projects or assignments. Some enterprises are also trying to find new uses of tablet devices in their businesses to offer customer-focused experiences.
I think tablets can still make a comeback if a company comes up with a breakthrough in design or a great new app comes out that benefits consumer or business users.
If you are planning to buy or upgrade to a new tablet device, do share your thoughts. Email me at mahesh@indianweekender.co.nz