Beleaguered RIM slashes PlayBook production plans

“RIM, viewing that only about 500,000 PlayBooks, its first tablet PC, were sold globally from its launch in mid-April to early June, has downward adjusted its internal sales target for the second quarter, from 2.4 million units originally to 800,000-900,000 units, according to sources from Taiwan-based supply chain makers,” Yenting Chen and Joseph Tsai report for DigiTimes.

MacDailyNews Take: RIM said they shipped 500,000 PlayBook units into the channel, not sold. Big difference. Companies that are in trouble usually tout shipment figures and avoid sales figures whenever possible.

Chen and Tsai report, “Although PlayBook did not achieve its original shipment target, its shipment performance is still one of the front-end players within the non-Apple tablet PC group, especially for products mainly selling in the US and Europe.”

MacDailyNews Take: Translation: DCW RIM’s PlayBook is still one of the most successful warehouse and retail shelving dust covers in the world.

“Apple currently still has the strongest sales among tablet PC players with its orders to the supply chain expected to reach 8-10 million units in the second quarter. In addition to RIM, Acer has also recently reduced its Iconia tablet PC shipments target from 5-7 million units in 2011 to only 2.5-3 million units,” Chen and Tsai report. “Currently, monthly shipments of Motorola’s Xoom, Acer’s Iconia, Asustek’s Eee Pad Transformer and RIM’s PlayBook average at about 100,000-200,000 units.”

MacDailyNews Take: Who the hell is buying those pieces of crap pretend iPads and does their collective IQ even add up to half of the average iPad user’s? These shameless peddlers of fake iPads ought to include free drool cups with every crapPad purchase.

Read more in the full article here.

MacDailyNews Take: There is no such thing as a “tablet PC” market. Call it what it is: The iPad market.

Related articles:
Beleaguered RIM begins axing jobs in Waterloo – June 21, 2011
RIM half-CEOs: What did you know and when did you know it? – June 20, 2011
Former RIM employee: Company ‘brims with hubris’; ‘culturally blind’ to consumers – June 17, 2011
Beleaguered RIM misses on revenue, announces layoffs – June 16, 2011


  1. beleaguered

    1 the beleaguered garrison: besieged, under siege, blockaded, surrounded, encircled, beset, hemmed in, under attack.
    2 a beleaguered government: hard-pressed, troubled, in difficulties, under pressure, under stress, with one’s back to the wall, in a tight corner, in a tight spot, up against it; beset, assailed.
    3 RIM

  2. I work for an EMS service that’s going to trial the Playbook in the ambulances. When I asked our manager if the iPad had been considered he told me that the Playbooks had been donated. I wonder if that would be counted as a sale?

  3. if RIM were aiming their ‘slate’ at the Corporate sector, why call the thing ‘Playbook”?

    Playbook doesn’t sound like something to be taken seriously, sounding more like an acceptable social term for porn mag.

    A badly conceived and executed opportunity for RIM, but there again what should we expect from a company named after the edge of a toilet bowl?

    1. Playbook is a pretty accepted term these days for corporate game plan/strategy. They took it primarily from football teams who have a playbook for their strategy in a game, etc. Remember when people made fun of the name iPad prior to its introduction? Comparing it to feminine hygiene products? In most cases a name won’t make or break a product unless it’s truly stupid or offensive.

      Playbook as a name isn’t bad. Playbook as a product is.

  4. Something doesn’t make sense. If you write, “Currently, monthly shipments of … RIM’s PlayBook average at about 100,000-200,000 units.””

    Then why would RIM order: ” 800,000-900,000 units, ” for the 2nd quarter?

    Okay, I get it, if they’ve “sold” 500k, and are expecting a run rate of 200k a month, then it leaves about 200k to 300k in channel inventory, or about 1 to 1.5 months worth, which is what Apple usually keeps. However, that’s only if their runrate is at the high end of the estimate, AND, if they’ve actually sold 500k units.

    1. actually amateur hour is just getting started. Well get to see how Bals and Laz try to deal with this miscalculated blunder and ultimately show how really amateurs they are in times of crisis.

  5. As an Apple fan I like to Apple do better than its competition, but not like this. It’s like watching the New York Yankees play in the Little League World Series, there is no parody between the players. The iPad is the best product in the tablet market for two reasons: 1, it is a high quality device that is both useful and useable; 2, no none has come even remotely close to offering a product that even comparable to the iPad.

    Its as if Hyundai tried to market the Sonata as a alternative to a BMW M6, and charging more for it. Sure, they both have an engine, four wheels and some seats, but that is where the similarities end.

  6. Hey, they still play the best hockey! Oh wait I guess not. That’s right the dumb bastards let all the foreigners invade their country so now they can riot like it’s South America, Africa, the middle east or the USA. Hope they’re happy.

  7. How do they even guage the fidelity of the product if no one is using it? It makes you wonder whether those who tested the Playbook had a chance to use an iPad first, and grade accordingly. Because, I gotta say, those Playbook commercials are very impressive.

    RIM is circling the brim.

  8. I really pity the clueless folks who see stuff like the idiotic Verizon “we know tablets” ads, and believe that there are viable rivals to the iPad. They could end up owning a Playbook, the poor SOBs.

  9. Let’s see it has been 18 months since intro in Janaury of 2010 and still nothing close ……

    Sales figures 100k to 200k per month …. Hum gotta wonder what they will report after the sales channels are filled and the returns are counted ….. Bet ya they reduce to under 100k month ….

    Oh, did I mention the iPad 3 coming – iPad 2 is not a huge upgrade but the 3 will be ….

  10. The Playbook won’t see much success because of Blackberry’s inability to send email to multiple devices. So it’s ability to sell in the corporate space is severely limited.

    And Blackberry doesn’t have the fan base in the consumer sector either.

    I tried to use the Blackberry and found the UI not very intuitive.

    And the hardware design isn’t that interesting. The prognostications for the Playbook are not good. It needs a compelling story beyond the spec sheet.

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