CIRP: Apple’s iPad Air dominates with 41% of total iPad sales in holiday quarter

Consumer Intelligence Research Partners, LLC (CIRP), today released analysis of the results from its research on Apple, Inc. for the calendar quarter that ended December 31, 2013. This analysis features the first findings about consumer trends for US sales of the new iPad Air and iPad Mini with Retina display models, which launched in November 2013.

CIRP analyzed the launch of the iPad Air and iPad Mini with Retina display models, and finds that the iPad Air took a comparable share of total sales in the quarter relative to the iPad with Retina in the year-ago quarter (December 2012).

The flagship iPad Air accounted for 41% of total iPad sales in the quarter, compared to 43% for the iPad with Retina in the October-December 2012 quarter. The two iPad Mini models (original and Retina) together account for 41% of iPad sales in the quarter, compared to 30% for the iPad Mini in the year-ago quarter.

Apple iPad model share Dec 2012 vs. Dec 2013
CIRP: iPad model share Dec 2012 vs. Dec 2013

CIRP bases its findings on its survey of 500 US Apple customers that purchased an iPad, iPhone, or Mac in the US in October-December 2013. “These results bode well for the new iPad models,” said Josh Lowitz, CIRP Partner and Co-Founder. “The new iPad Air and iPad Mini with Retina display together account for well over half of all iPad sales in the quarter, even though they were available only for two months. iPad Air sold especially well given that Apple has three other iPad models for sale.”

Apple continues to sell the legacy iPad 2, which had 5% of iPad sales. Apple sold the iPad with Retina display for about one month of the quarter, accounting for 13% of sales, until Apple replaced with the iPad Air. “Apple managed to shift significant sales to its higher-priced models,” said Mike Levin, CIRP Partner and Co-Founder. “For the past year, the legacy iPad 2 grabbed from one-quarter to one-third of iPad sales. Along with the trend toward sale of models with larger storage capacities, Apple should see higher iPad average selling prices, with iPad 2 at only 5% of total sales and iPad mini sales split between the original model and the new iPad mini with Retina display.”

Source: Consumer Intelligence Research Partners, LLC


  1. I have an iPad Air. It’s nice and light. But seriously I do 90% of the heavy lifting on my Mac. The real limitation isn’t the hardware, it’s the software.

    iOS 7 makes it more difficult selecting text to copy/paste – the selection handles move all over the place. I’ve given up trying to select text on my iPad. Much easier to use a trackpad on a Mac – especially if you want to reformat a portion of text that is copied from a mail that was sent to you without any formatting marks – impossible to do on an iPad without an intermediate app like Pages to remove formatting marks.

    Also I used to be very productive on Pages for iOS 6 but iOS 7 flattened everything like a pancake which makes Pages a chore to use so I use Pages on my Mac instead – less fuss, less muss.

    I end up using my iPad to watch movies, read iBooks, watch YouTube, read magazines & comics and generally doing light work.

    1. I agree that the iPad and iOS 7 are not currently well suited for some activities. It does take more effort to select, copy, and paste text from one location to another. It can certainly be accomplished, but it takes time. I have also found it rather difficult to accurately reposition the cursor with an iOS text box, and zooming on the text can make it worse, not better.

      Still, the iPad has many, many strengths as it currently stands, and I don’t expect it to replace my Mac any more than I expect my Mac to be easily portable, weigh one pound, and run for 10+ hours on a small battery.

      I imagine that Apple will gradually evolve the iPad and iOS to make it a better content generation system. But the important thing is for Apple to maintain the iPad as the preeminent content consumption platform.

  2. We have two. I do 90% of all my computing needs on my iPad. My wife does 99% on hers.
    Debating if we will update our iMac because it doesn’t meet the system requirements for Maverick. Most likely I’ll ride that horse until it dies and then make a decision.

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