Market Watch

Apple iPads Outsell Mac Laptops



Apple has released results for the quarter ended 26 June 2010. Sales of Mac computers continued to grow, reaching an all time high of nearly 3.5m, of which over 71 per cent were laptops, continuing the long term trend towards portable computers. Cumulative sales of iOS devices (iPad, iPhone and iPod Touch) reached 100m; including the following in the quarter:

  • iPhone sales grew 61 per cent year-on-year to 8.4m, including over 1.7m iPhone 4 devices, which were launched just three days before the end of the quarter 
  • Quarterly iPod sales were down year-on-year from 10.2m to 9.4m
  • iPad sales totalled 3.27m

iTunes generated over $1bn in the quarter, up 25 per cent year-on-year. The app store now offers over 225,000 apps, of which the company says over 11,000 are specific to iPad. As usual, the company revealed no data on music or video sales.

Analysis
The iPad sales numbers speak for themselves. Despite launching into a product category that has failed to live to the hype for the best part of a decade, the iPad is already outselling Apple laptops, even though this quarter produced the highest sales to date of Mac laptops in the company's history (2.5m, up by 41 per cent year-on-year). In terms of revenue, the iPad and related products generated $2.2bn, or 13.8 per cent of Apple's quarterly revenue, which was more than both the iPod ($1.5bn) and desktop computers ($1.3bn).

Apple's only year-on-year decline in unit sales came from the iPod. Here, the more expensive iPod Touch continues to cannibalize sales of lower-tier iPod products. iPod Touch sales grew 78 per cent and this is reflected in 4 per cent year-on-year growth in iPod revenue. As Screen Digest has previously discussed, the declining sales of lower-tier iPods is in line with the saturation of personal media player markets, while the additional functionality of the iPod Touch (in particular gaming) will continue to keep this model afloat in the near term.

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