Demand for OLED iPad Pro Declines After Strong Q2: What’s Behind the Drop?

Despite kicking off with a bang in the second quarter, demand for the OLED iPad Pro seems to be slowing down significantly, according to a recent report from Display Supply Chain Consultants (DSCC). Even with the stunning OLED displays, enhanced features, and sleek design, panel shipments for both the 11.1-inch and 13-inch models are falling short of initial expectations. Let’s take a closer look at what’s driving this shift and what it could mean for future iPad Pro sales.

Why Did Sales Surge in Q2?

The second quarter of 2024 saw strong sales, likely fueled by pent-up demand from early adopters eager to experience Apple’s best-ever tablet displays. The new OLED iPad Pros come equipped with tandem OLED stacks, LTPS backplanes, and a super-thin profile of just 0.2mm, making them some of the most advanced tablets on the market. Naturally, those who’ve been waiting for an iPad Pro with an OLED display jumped at the opportunity.

What’s Causing the Decline in Q3?

As we move into the third quarter, however, things have taken a different turn. Panel shipments are down by 40% in Q3 and expected to drop even further, by over 30% in Q4. What’s going on?

1. Price Point: Let’s be honest—these iPad Pros are on the pricey side. Starting at $999 for the 11.1-inch model and $1299 for the 13-inch version, it’s a serious investment, especially when many people already own a smartphone and laptop. For a lot of users, the iPad Pro is more of a luxury, or a complementary device, rather than a necessity.

2. Long Lifespans, Fewer Upgrades: Tablets, like the iPad Pro, tend to have long lifespans, which means people aren’t upgrading them as frequently as, say, their phones. Once you’ve got one, it might be a few years before you feel the need to buy another.

3. "Nice to Have" vs. "Need to Have": While the M4 processor and OLED display are incredible technical achievements, for many users, these upgrades don’t necessarily add a ton of value to their everyday tablet experience. Sure, the display is gorgeous and the performance is top-notch, but if the apps and software you’re using don’t push those limits, you might not feel the need to upgrade just yet.

Higher-Priced Models Hit the Hardest

Interestingly, it’s the 13-inch iPad Pro models that are seeing the biggest drop in demand, with a 50% reduction in panel shipments in Q3, and projections showing as much as a 90% decline in Q4. The higher price tag seems to be a significant factor here, as users are more hesitant to shell out for the larger, more expensive model.

What About OLED MacBooks?

While the drop in demand for OLED iPad Pro models may be worrying for suppliers, DSCC remains optimistic about the potential for OLED MacBooks. Analysts believe there’s still a strong pent-up demand for OLED in the laptop market, as more and more PC manufacturers are making the switch to these superior displays. So while the tablet market might be slowing down, the future looks bright for OLED on the MacBook front.

Should You Buy an OLED iPad Pro?

If you’ve been eyeing one of these beautiful OLED iPad Pros but are feeling hesitant because of the price, there’s good news! With events like Prime Big Deals Day, we’re seeing some of the lowest prices yet for these devices. Now might be the perfect time to snag one if you’re looking for a deal.

Final Thoughts

While the OLED iPad Pro’s drop in demand might seem concerning at first glance, it’s not entirely surprising given the high price tag and long tablet replacement cycles. For many, the latest upgrades are impressive but not necessarily essential. That said, if you’ve been waiting for a price drop or a special sale, now might be the perfect moment to pick one up and experience that gorgeous OLED display for yourself!