Apple will sell less than 10 million iPads in the first quarter of 2015, according to top Apple analyst Ming Chi Kuo (via 9to5mac). He predicts a 40% drop from the previous year. The first quarter is a post-holiday lull, yes, but Kuo points to a “lack of new applications” and “market saturation” as contributing factors beyond seasonal. Even during the holiday push Kuo believes iPad sales will fall far short of last year, dropping nearly 20%.
The news won’t surprise a lot of people who just bought the iPhone 6 Plus, with its larger screen. They’re generally not in a hurry to upgrade their iPads. The good news for Apple? Those iPad shoppers are still going to the Apple Store–they’re just walking out with iPhones and Macs. Apple CEO Tim Cook says he’s “okay with that.”