PC Magazine - USA (2019-11)

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pple’s new seventh-generation iPad isn’t

much better than the sixth-generation

iPad. It looks like a great iPad, and it’s

going to succeed because there aren’t many other

options for high-quality, easy-to-use, consumer

tablets. But for Apple to break through to new

markets, it’s going to have to rethink the iPad

experience more aggressively.

With the iPad, Apple basically invented the

consumer tablet market. Everyone bought one

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their iPads and upgraded them slowly. And it’s

crowded out most of its mid-priced competitors

from the market, whether it’s Asus, Acer,

Samsung, or LG.

According to IDC, the tablet market has been in

decline for years, settling down recently to 32.2

million units in the second quarter of 2019. That’s

from a peak of 78.6 million in the fourth quarter

of 2013.

Here in the US, at least, nobody’s trying too hard

to compete with the iPad as a reasonably priced

consumer tablet. (The Samsung Galaxy Tab S6

doesn’t count as “trying hard,” as that part of

Samsung’s lineup hasn’t been selling very well for

a few years now.) So Apple’s seeking richer shores

The New iPad Lacks

Imagination

Sascha Segan is the

lead mobile analyst

for PC Magazine. His

commentary has

also appeared on Fox

News, CNBC, CNN, and

various radio stations

and newspapers

around the world.

COMMENTARY