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What Happened to the iPad? Why It’s Technically ‘Dead’?

Creatix / August 9, 2025

What Happened to the iPad? Why It’s Technically "Dead"



1. The Tablet Boom / Bust

Initially, the iPad redefined the tablet category, launching a new wave of consumer interest. But by late 2014, tablet shipments began slipping. Apple’s iPad sales dropped 18% year-over-year in Q4 2014. Eleven years after, the tablet category is more dead than alive. The tablet market had peaked and then faced persistent decline (Pocket-lint).

2. Smartphones Ate Its Lunch

As smartphones grew bigger and more capable, they filled the gap that the iPad once held. With larger displays and greater processing power, phones started to erode the iPad’s “just-right” niche (WIRED, The Washington Post).

3. No Need to Upgrade Often

Many iPad users kept their devices for years. “A five-year-old iPad is still a great machine for consumption,” one Reddit user observed—meaning fewer repeat sales (Reddit).

4. Apple Lost Momentum

In 2023, Apple didn’t release any new iPad models, which coincided with a sharp dip in sales (Lifewire). Although subsequent refreshes like the iPad 11 (A16) and M3 iPad Air sparked a little bit of renewed interest, revenue still trailed behind (SlatePad).

5. Sales vs. Shipments: A Complex Picture

  • Q1 2025: Shipments surged 14% compared to the previous year, largely due to pent-up demand and the introduction of the iPad 11 (Cult of Mac), and anticipation about upcoming tariffs.

  • Q2 2025: Apple sold ~14 million iPads—up 2.4% year-over-year—but its market share dropped slightly to ~36% (MacTech.com, SlatePad).

  • Q3 2025 (Fiscal): Revenue fell 8% year-over-year to about $6.6 billion, reflecting a shift toward inexpensive models (SlatePad).

6. Still Alive—But in Coma

Despite the declines, the iPad remains Apple’s second most significant device category behind the iPhone (AppleInsider). However, its role has shifted: from being the must-have “third device” envisioned by Steve Jobs, to occupying a smaller, more niche corner of Apple’s ecosystem (The Washington Post). That niche is mostly for creators. AI is eating the lunch of creators. We do not see a bright future for the iPad, but we may be wrong.

Article Summary

  • The iPad’s dazzling ascent has plateaued amid competition from larger smartphones and longer device lifespans.

  • Apple paused updates in 2023, dampening demand, but has since bounced back modestly with new models.

  • Recent quarters show mixed signals—shipment growth but declining revenue.

  • While not “dead,” the iPad is certainly no longer the cultural phenomenon or explosive growth story it once was.

Looking to Buy an iPad?

Creatix / Amazon Affiliate Sales Reviews 

If you're looking for the best value iPads currently sold on Amazon, here are the standout options offering the strongest combination of performance, features, and price:

iPad Air 11‑inch (M3)

Top performance for price — M3 power

$599.00

iPad (A16) 11‑inch

Solid everyday tablet — A16 chip

$349.00

Top Value Picks

iPad Air 11‑inch (M3)



  • Price: Around $449–$479 on Amazon during back-to-school sales — a steep discount from the usual $599 launch price (AppleInsider).

  • Why It’s a Great Value:

    • Packed with Apple’s powerful M3 chip, delivering excellent multi-core and GPU performance for everyday tasks, creation, and light productivity (Tom's Guide).

    • Supports Apple Intelligence, making it future-ready with AI capabilities (The Verge).

    • High-resolution Liquid Retina display, Wi‑Fi 6E, and Apple Pencil Pro compatibility enhance both usability and productivity (Tom's Guide).

    • TechRadar recommends the 11-inch iPad Air (2025) for students and general users due to its balance of price and performance (TechRadar).

iPad (A16) 11‑inch



  • Estimated Price: About $279–$299 for the 11th-gen iPad with A16 chip, especially during Amazon Prime Day or back-to-school promotions (WIRED).

  • Why It’s a Strong Value:

    • Home to the A16 Bionic chip, offering more performance and RAM (6GB) than earlier budget iPads (Tom's Guide, Wikipedia).

    • TechRadar advises it’s “hard to beat” for most users as a powerful, portable everyday tablet (TechRadar).

    • Best overall value—great for browsing, media, and productivity, all without breaking the bank (TechRadar, Reddit).

    • Wired noted Amazon’s Prime Day discount of 15% off bringing it down to $279 (WIRED); The Verge lists it for $299 for 128GB model (The Verge).

Quick Value Comparison

Model Approx. Price Highlight Features Best For
iPad Air M3 ~$449–479 M3 chipset, Apple Intelligence, premium display & spec Power users, creators, students
iPad (A16) 11" ~$279–299 A16 chip, ample RAM, strong performance, compact size General users, budget-conscious

Final Take

  • For the best overall performance per dollar, the iPad Air (M3) is a clear winner—it blends high-end specs with midrange pricing when discounted.

  • If budget is your primary concern but you still want a modern, capable device, the iPad (A16) is a smart pick—cheap yet powerful enough for most daily tasks.

www.creatix.one/reviews

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