A few weeks ago, Apple unveiled theM3 iPad Air,and near the bottom of itspress release, the company quietly announced the new11th generation iPadwithout much fanfare. The entry-level iPad got a whole paragraph of attention – that’s it. This is surprising, considering the 10th gen iPad continues to be a popularbudget tablet. But after looking at its specs, it’s clear why Apple didn’t give it much attention.
Compared to the new M3 iPad Air and theiPad mini, which were updated late last year, the new base model iPad lacks one crucial feature Apple has been touting since September:Apple Intelligence.
At first, it seemed odd that Apple didn’t update the 11th-generation iPad to support Apple Intelligence like all the other new iPads, iPhones, and Macs. But then it became clear. The base iPad is already popular – perhaps too popular for Apple’s liking.
Apple iPad (11th gen)
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The new 11th-generation iPad features an A16 chipset and 128GB of base storage, which are the only two upgrades from the 10th-generation model with an A14 chipset and 64GB of base storage. To be clear, it’s not a bad refresh. It’s a modest performance boost and a welcome increase in storage. However, I can’t shake the feeling that Apple held it back due to the growing popularity of the base iPad, and evidence of this may lie in the iPad’s sales numbers.
If the numbers in this report show anything, it’s that Apple’s 10th-generation iPad sold exceptionally well, no doubt thanks to its $350 price tag (or even less on sale).
According to a newCIRP report, the base model iPad’s annual sales market share has become increasingly dominant over the past three years (via9to5Mac). In 2022, it was 21 percent of iPad sales. Then in 2024, it hit 38 percent, a massive 17 percent jump from 2022.
The iPad Pro dropped from 47 percent in 2022 to 38 percent in 2024, and the iPad Air dropped from 22 percent to 15 percent. The iPad mini’s market share hardly shifted from 10 percent in 2022 to 9 percent in 2024.
If the numbers in this report show anything, it’s that Apple’s 10th-generation iPad sold exceptionally well, no doubt thanks to its $350 price tag (or even less on sale). While sales aren’t a bad thing, there’s no doubt Apple would prefer to see sales spike with its more expensive models, like the iPad Air and the iPad Pro. This is likely why, after a two-year wait, the iPad’s latest refresh hardly got an upgrade or much attention from Apple.
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Based on the CIRP’s report, it’s clear why Apple had to hold back its latest iPad refresh. It’s because the more expensive iPad models aren’t resonating with consumers like they used to. And, to be clear, holding back Apple Intelligence from the base model iPad won’t magically fix things, especially consideringhow underwhelming it is right now.
Apple’s real problem is persuading more people to purchase its more expensive iPad models, like the iPad Air or Pro. This will be difficult to do currently, and the issue is twofold.
For one, the base model iPad is good enough for most people. If you’re looking to browse the web, play some games, check your email, or watch a stream, the 11th-generation iPad and even the older 10th-generation iPad, will do that all just fine. You’re getting a great all-around tablet for $350, or even cheaper on sale.
…the iPad Air and iPad mini don’t offer much more value than the base model iPad for people doing basic tasks.
Secondly, I’d argue Apple’s more expensive iPad models have been overpowered for quite a few years now, and that people aren’t upgrading as often as they used to. I have an 11-inch M1 iPad Pro, and not once has the thought ever crossed my mind to buy a new one. Plus, the iPad Pro’s price is simply out of reach for many consumers, and the iPad Air and iPad mini don’t offer much more value than the base model iPad for people doing basic tasks. Plus, it’s easy to find used/refurbished iPad Pro models at a lower price.
Apple’s entry-level iPad deserved a little bit more with its latest refresh, but it likely didn’t get a notable upgrade anytime soon because of its increasing popularity and the downward sales trajectory of Apple’s more expensive iPad models. Hopefully, the wait for the next iPad isn’t two years again, but based on the CIRP’s report, I wouldn’t be surprised if it is.
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