Apple CEO Tim Cook thinks slow down in iPad sales is just a ‘speed bump’

By , Aug 26, 2014

Tim Cook holds iPad (with Katie Cotton, Jacqui Cheng)

Apple CEO Tim Cook isn’t worried about the company’s tablet sales, even when industry analysts and consumers have been yammering on about it being a slowing market. Words from the Apple boss came in a brief interview with ReCode’s Walt Mossberg,   moments before a report went live detailing plans for a larger iPad out of Cupertino. 

“In a brief interview about tablets I had this week with Apple CEO Tim Cook, he said, ‘We couldn’t be happier with how we’ve done with the first four years of the iPad,’ and added that, ‘I’d call what’s going on recently a speed bump, and I’ve seen that in every category,'” Mossberg wrote in a column on ReCode on Tuesday.

It’s not often we get a peek into Cook’s head, so he must really be on a path to calm the negative perception of iPad sales before the fall. But the numbers don’t lie. Last quarter Apple reported 13.2 million unit sales for the tablet, versus 14.4 million expected, and the consensus is that this will be the trend moving forward as consumers continue to migrate to larger smartphones.

It’s not surprising Cook and his team are looking to shakeup the iPad lineup, which could help drive sales. Bloomberg, a publication some believe is a mouthpiece for Apple, reported on Tuesday the company is preparing a larger 12.9-inch iPad for early next year.

Research firm NPD DisplaySearch predicted in a July research note that tablet shipments will grow 14%, to 285 million units in 2014, way below the previous forecast of 315 million units. NPD says by 2017, the annual growth rate will drop to single digits.

[ReCode]

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  • Nevin Merchant

    Why is Tim holding the iPad upside down lol

    • http://www.eazycomputers.com/ PhoneTechJay

      The photographer handed it to him right side up, Tim didn’t turn it around…

    • Jose Gonzalez

      Thats what I think every time I see this picture lol

    • Jonathan

      lol, I posted the same thing another time this photo was posted on iDB. xD

    • Rowan09

      It kinda doesn’t matter much since it rotates.

    • rockdude094

      It works in any orientation so why not ?

    • DroidGuy360

      cuz he likes it in his butt

  • Mr.Coolfreak

    The title makes no sense

    • Mark Babatunde

      I think he should have used the term “decline,” rather than “slow”. I would have personally titled it: “Recent decline in iPad sales leaves Cook unfazed and satisfied”

  • n0ahcruz3

    The end of the iPad/tablet era. Phablet is here to stay. Lol

    • Rowan09

      Not true because the S5 is not doing good and we don’t know any sales figures from any other company besides Apple. The iPad sales has nothing to do with the competition it’s based on the fact that it has a longer shelf life than the iPhone. I still have my iPad 3rd gen and don’t see a reason to upgrade to another one yet and that’s the main problem. I bought my wife the Air because she had the first gen, but the iPad since the 2nd gen gets the same OS as the Air.

      • n0ahcruz3

        Numbers dont lie. Ipads has nothing to offer new its just a bigger ipod. I guess Thorsten Heinz(ex-CEO of BB) prediction is starting to come true, that tablet will decline and more capable smartphones will replace it and thats the Phablet. Today is the All-in-1 device. I myself dont want to carry a phone and a tablet all the time.

      • Rowan09

        What numbers? The iPad is not flopping at all making expectations from analyst and selling are 2 different things. A phablet is not an All-in-one device it’s just a bigger screen phone. The Surface Pro has a lot to offer and it doesn’t sell, this notion of more capable phones has less to do with size and more with function. Phones are getting bigger but nothing will ever make up for size. A 5″ device is not a 7″+ device and that’s why people still purchase a tablet as well as a phone. The upgrade cycle on the iPad is less than the iPhone and that’s why they are declining in sales because people don’t have a reason to purchase a new one every year.

      • n0ahcruz3

        If u look at the last earnings call ipad sales tanked YOY. Whats the reason why apple is releasing a 4.5″+ iphone or 5.5″ phablet iphone? Because they know that ipad has peaked. Theres no more growth in that area. Why is apple abandoning the one handed use mantra? Where is the 3.5″ screen is perfect size? This is apple not sitting in their laurels. They know that bigger screen phone is here to stay.

      • Rowan09

        People always repeat history. We moved from big phones in the 90s early-mid 2000s just to come back to big phone now. Soon people are going to want nothing at all instead of caring a phone which means back to a compact device. Apple is releasing the iPhone in a bigger size because people especially China is asking for it. The 3.5″ phone been gone for 3 years now since the 5, but don’t make it seem as if phablets are selling better than the iPad because they are not. The iPad never tanked because tanking would mean a failure and it is far from a failure. Didn’t it miss analyst expectations by 1 million for the quarter? I hope you knew analyst can pull numbers from the air and if it misses it doesn’t mean a product is a flop. If the iPad missed by 6-7 million then I would understand but it’s just 1 million.

      • n0ahcruz3

        Where is your evidence that china was asking for a larger iphone? Give me your source. I didnt say ipad was a flop. I said there is no more growth in the ipad market. Quarter sales is diffrent from YOY sales.

      • Rowan09

        Really with China asking for a larger iPhone (Google it, it was very public)? YOY sales is made up by quarterly sales. I agree though the iPad is going to be flat until there is a huge reason to upgrade. I’m just arguing its more to do with the iPad and less if any at all with phablets.

      • n0ahcruz3

        Who ask for it the prime minister? China mobile? Xi jinping? If u say the people or public, Arent people here in US asking for a bigger iphone aswell? As u can see im one of those consumers that buys an all in one device. And if i bought a 5.5″ iphone i dont see a reason to buy a tablet. If i want a larger screen to watch a movie etc. I’ll use my chromecast. And i bet im not the only one who shares this point of view.

      • Rowan09

        The people of China and yes people around the world are asking for a bigger iPhone as well. A 5.5″ device is not a tablet and I would still own an iPad as well because the screen is bigger. Everyone I’ve seen with a Note 2 or 3 has a Galaxy Tab as well or iPad.

      • n0ahcruz3

        Ofcourse thats your preferrence and i respect that. And i prefer not to own an ipad because i dont want to carry an ipad and a phone wherever i go.

      • Rowan09

        I understand. I might pick up the 5.5″ myself depending on the actual size. My job upgraded us from Motorola to the Note 2 with a case and it’s annoying to hold it with one hand.

      • Jack Smith

        I don’t take my iPad every where. Its usually at home and at the office. But when I want to read, watch a film, play a game or browse for more than ten minutes I grab my iPad first.

      • Jack Smith

        Also because every iPad except iPad 1 can install iOS 8.

      • Rowan09

        I agree.

      • n0ahcruz3

        That doesnt take away the fact that ipad sales are tanking

  • Gnargusto

    Bigger iPhone screen. Smaller iPad sales. There you go Mr. Cook.

  • DroidGuy360

    Sold my ipad air for a Samsung Galaxy Tab S 8.4. Beats the ipad in everything. Never again will I make the mistake of buying an ipad or iphone.

    • N&LH

      “Samsung Galaxy Tab S 8.4. Beats the ipad in everything”…The other way around

      • DroidGuy360

        what?

      • N&LH

        I mean iPad Air beats Samsung Galaxy tab :))

      • DroidGuy360

        Shut yo face

      • N&LH

        hehehe, nice when Shamesung fanboys have NOTHING to say. do not lie next time :))

      • DroidGuy360

        you lied hooker, a 2 week old moldy cow turd is better than an ipad air. now what ho?

      • N&LH

        I hope Shamesung can fix the lag, sluggish performance, and have better build quality. You have nothing to say

      • DroidGuy360

        my tab s has no lag, has a super fast octocore processor paired with 3gb of ram, and is built incredibly. its also lighter and thinner than an ipad air. suck that biatch.

      • N&LH

        I have not seen any Galaxy without lag. In regards processor well iPad Air has A7 64 bits. It is really fast.
        ” is built incredibly.”….Samsung has no incredible build quality. Their build quality is shit.

        ” its also lighter and thinner than an ipad air”…..iPad Air is 10 inch tablet has has bigger battery,…

        “i have lots to say applewhore”…Say what.???

        Anyway, enjoy the sluggish performance and the cheap build quality.

      • DroidGuy360

        the 10.5″ galaxy tab s is 1lb like the air, except its even thiner with a bigger better screen biatch.

        yeah, apple done so much with 64 bit processors biatch.

        apple has 12 year old chinesewhores build ipads.

        suck my balls.

      • N&LH

        “yeah, apple done so much with 64 bit processors biatch.
        apple has 12 year old chinesewhores build ipads.”..Write something so normal people can understand it. Otherwise don’t say anything

      • DroidGuy360

        ok bitach:

        what has apple done in the past year in regards to the 64 bit processor? not a dam thing bitach.

        little 12 year olds build ipads, so think about that while you rub your schlong all over it sperming all over the screen bitach.

      • N&LH

        “little 12 year olds build ipads”..so you mean boy 12 years old can build iPad..If yes…Then that’s why Samsung copied iPad.

        ” in regards to the 64 bit processor? not a dam thing bitach.”..I hope you have an idea about what you are talking about

        Anyway, enjoy the garbage

      • DroidGuy360

        what are you talking about iFag?

      • N&LH

        I am the one who asked you Shamesung fanboy!!!

      • DroidGuy360

        what is “shamesung” supposed to even mean? is that the worst you applefags can come up with?

      • N&LH

        You are a liar. I had a look on your profile, you are Samsung fanboy… Please Note: Samsung is stupid company

      • DroidGuy360

        You are a liar. I had a look on your profile, you are Apple fanboy… Please Note: Apple is stupid company

      • N&LH

        You copied my sentence…hehehehe. Nice so you are unable to write new sentence..hehehe. You copy like Samsung

      • DroidGuy360

        You copied my sentence…hehehehe. Nice so you are unable to write new sentence..hehehe. You copy like Apple

      • DroidGuy360

        i have lots to say applewhore

      • Kr00

        Now we know you’re a troll. Better luck next time.

  • Brian 

    These “reports” are annoying. They sold 13.2 million iPads. MILLION. Why is this being reported as bad? OBVIOUSLY everyone is not going to upgrade every single year. How about comparing these numbers to Surface sales, or Kindle Fire?

    • n0ahcruz3

      Haha these reports determines the outcome of a company stock. Its annoying i agree but this is what stock analyst do. Its a form of guidance for investors. If u were an investor would u invest in a company thats not making any profit or growth? A decline in sales is bad even if they sold millions for a company as big as apple. A miss of a mere 500k sales will drag a stock down.

  • Tikimaker

    Allot of people like my self use there iPad for email, web surfing and airplay. I’m still using my iPad 2 for all of that without any problems why would I upgrade?