Why Apple Has To Wait 4-5 Years To Revive The iPad Mini & iPad Air?

The iPad Air 2 was released in 2014, while the iPad Mini series hasn’t seen a new model since 2015. Why did Apple suddenly bring these two series back from the dead?

To get the answer, you must first understand the role of the new 9.7-inch iPad, which was previously launched in 2017 by Apple and refreshed in 2018. Despite having the same size as the iPad Air 2, the 9.7-inch iPad 2017 is not a direct successor to the iPad Air lineup: heavier weight, greater thickness and even with an unlaminated screen (worse contrast and color). In return, with the lowest price ever in the history of iPad (for a brand new product), iPad 9.7 inch actually takes on a new role: reviving iPad sales.

Looking at the chart above, you can see why Apple needs a product with low profit like 9.7-inch iPad. At the end of 2015, Apple's tablet sales showed signs of decline, and by the beginning of 2017, it was extremely serious. By the second quarter of 2017 (the third quarter of 2017 according to Apple's financial calendar), the attractive 9.7-inch iPad immediately brought some positive signs. With the 9.7-inch iPad 2018, iPad sales were considered stable in 2018.

2 new iPads, 1 new ambition

But once sales have stabilized, Tim Cook may return to pursuing his ambition: shifting users to more expensive products, with higher profit margins. In previous years, this task was entrusted to the iPad Pro, but unfortunately, this top-end tablet line is too expensive. By 2019, the 2017 10.5-inch iPad Pro 2017 will still cost up to $650 (around Rs. 47,800) and the 11-inch version 2018 starts from $800 (around Rs. 55,100).

Because the gap between 9.7 inch model and iPad Pro is too big, iPad Mini and iPad Air are revived to fill in the vacancies: they have a starting price of $399 (around Rs. 27,400) and $499 (around Rs. 34,200), respectively, higher than the 9.7-inch iPad but much cheaper than the iPad Pro. In terms of user experience, the two new iPad models also promise a mid-range experience: more powerful chipsets, better displays, Smart Keyboard, more luxurious designs over 9.7-inch iPad, and a touch screen, but still a big gap between them and the iPad Pro.

Starting at a price of $500 just like the iPad Air 2 launched in 2014, iPad Air 2019 model brings Tim Cook back to his ultimate goal: increase profits.

Users who want to own a compact Apple tablet will be left no choice but to buy the iPad Mini. Users who want to watch high-quality movies will be urged to choose iPad Air instead of the 9.7-inch model. At the same time, Apple still keeps the price of the 9.7-inch iPad 2018 the same as last year.

Again, all are aimed at Tim Cook's ultimate goal - to maximize profits from the iPad. Let’s see if these two new iPad models can actually help Apple sale figures to rise again.