iPad Pro Shipment Projections Slashed on Sluggish OLED Panel Demand

Apple's M4 iPad Pro models with OLED displays are reportedly facing weaker-than-expected demand since their debut in the second quarter, according to a new analyst report.

m4 iPad Pro Horizontal Feature Purple Triad
Released in May of this year, the 11-inch and 13-inch devices marked Apple's first use of OLED technology in larger screens and were initially projected to ship up to 10 million units in 2024. However, in its latest analysis, market research firm Display Supply Chain Consultants (DSCC) has significantly lowered that forecast to just 6.7 million units.

DSCC's Ross Young reports that shipments of the 11-inch model are likely to decrease by 40% in the third quarter and a further 30% in the fourth quarter compared to the previous quarter. The larger 13-inch model is said to be experiencing an even steeper decline, with shipments projected to drop by over 50% and 90% in the third and fourth quarters, respectively.

Young attributed the lukewarm reception to several factors. The high price point, starting at $999 for the 11.1-inch model and $1,299 for the 13-inch version, may be deterring potential buyers who view tablets as complementary devices to smartphones or laptops. That's not to say that the new M4 processor and advanced display technology aren't impressive, but they may not provide enough incentive for consumers to upgrade their existing tablets. The limitations of Apple's iPadOS software could also be a factor.

The situation raises questions about the viability of OLED technology in maintaining Apple's premium pricing for tablets. Young noted that in the TV market, OLED has successfully competed with mini-LED technology, but the price differential remains a significant hurdle in the tablet space.

Apple is also said to be working on an OLED version of the iPad Air, and prior rumors have suggested that it will be released in 2026. However, due to sluggish sales of OLED ‌iPad Pro‌ models, Young expressed concern that the ‌iPad Air‌'s switch from LCD to OLED could be delayed by more than a year.

Despite the disappointing sales figures for the OLED ‌iPad Pro‌, Young remains optimistic about the future of OLED in Apple's MacBook lineup. The analyst has previously predicted that the 14-inch and 16-inch MacBook Pro models will switch from mini-LED to OLED as early as 2026. Young said he still expects stronger demand for OLED laptops compared to tablets, pointing at the increasing adoption of OLED displays by PC manufacturers.

MacBooks with OLED displays would offer increased brightness and improved contrast ratio compared to LCD models, and the displays would also be more power efficient for longer battery life. The switch to OLED displays could also contribute to future ‌MacBook Pro‌ models having a thinner design.

Related Roundup: iPad Pro
Buyer's Guide: iPad Pro (Neutral)

Popular Stories

apple launch feb 2025 alt

Here Are the New Apple Products We're Still Expecting This Spring

Thursday February 20, 2025 5:06 am PST by
Now that Apple has announced its new more affordable iPhone 16e, our thoughts turn to what else we are expecting from the company this spring. There are three product categories that we are definitely expecting to get upgraded before spring has ended. Keep reading to learn what they are. If we're lucky, Apple might make a surprise announcement about a completely new product category. M4...
prioritize notifications ios 18 4

Everything New in iOS 18.4 Beta 1

Friday February 21, 2025 1:08 pm PST by
Apple finally released the first beta of iOS 18.4 to developers for testing purposes, and while the beta is lacking some of the Apple Intelligence features we were hoping for, there are some notable new additions. Subscribe to the MacRumors YouTube channel for more videos. Priority Notifications - Apple Intelligence There is a new Priority Notifications feature that can show you your most...
Apple iPhone 16e Feature

Apple Announces iPhone 16e With A18 Chip and Apple Intelligence, Pricing Starts at $599

Wednesday February 19, 2025 8:02 am PST by
Apple today introduced the iPhone 16e, its newest entry-level smartphone. The device succeeds the third-generation iPhone SE, which has now been discontinued. The iPhone 16e features a larger 6.1-inch OLED display, up from a 4.7-inch LCD on the iPhone SE. The display has a notch for Face ID, and this means that Apple no longer sells any iPhones with a Touch ID fingerprint button, marking the ...
ios 18 4 ambient music

iOS 18.4 Adds New Ambient Music Feature

Friday February 21, 2025 11:06 am PST by
In iOS 18.4, there's a new Ambient Music option that can be added to Control Center. There are four different sound categories, including Sleep, Chill, Productivity, and Wellbeing. Each category can be added to Control Center separately, and tapping one plays a random selection of sounds or music from that particular category. You can't choose what's playing from Control Center, but if...
iphone 17 pro asherdipps

iPhone 17 Pro Models Rumored to Feature Aluminum Frame Instead of Titanium Frame

Tuesday February 18, 2025 12:02 pm PST by
Over the years, Apple has switched from an aluminum frame to a stainless steel frame to a titanium frame for its highest-end iPhones. And now, it has been rumored that Apple will go back to using aluminum for three out of four iPhone 17 models. In an investor note with research firm GF Securities, obtained by MacRumors this week, Apple supply chain analyst Jeff Pu said the iPhone 17, iPhone...
iPhone 16e Feature

Apple Denies Speculation Surrounding iPhone 16e's Lack of MagSafe

Friday February 21, 2025 8:01 am PST by
Apple has confirmed that its custom-designed C1 modem in the iPhone 16e has nothing to do with the device's lack of MagSafe support, according to Macworld. Following the launch of the iPhone 16e, there was some speculation online about how MagSafe magnets might have interfered with the C1 modem's cellular connectivity performance, and this was considered to be a potential reason for the...
Generic iOS 18

Here's When Apple Will Release iOS 18.4

Wednesday February 19, 2025 11:38 am PST by
Following the launch of the iPhone 16e, Apple updated its iOS 18, iPadOS 18, and macOS Sequoia pages to give a narrower timeline on when the next updates are set to launch. All three pages now state that new Apple Intelligence features and languages will launch in early April, an update from the more broader April timeframe that Apple provided before. The next major point updates will be iOS ...
oppo find n5 fingers

World's Thinnest Foldable Phone Launches in Europe and Asia

Thursday February 20, 2025 8:55 am PST by
Oppo has launched the Find N5, the world's thinnest foldable phone yet. When closed, the book-style foldable measures 8.93mm. That's less than a millimeter thicker than an iPhone 16 Pro, and thinner than the Honor Magic V3, which was the previous record holder. The device is barely thicker than its USB-C port. Indeed, Oppo has suggested that the obstacle to making it any thinner is now "the...

Top Rated Comments

Docsta80 Avatar
20 weeks ago
iPadOS has held back the iPad for years now.
Score: 49 Votes (Like | Disagree)
Dawn of Individual Merit Avatar
20 weeks ago
The iPad will continue to be useless because of its OS limitations as long as Cook is too afraid of cannibalising the Mac.
Score: 34 Votes (Like | Disagree)
SicTransitGloriaMundi Avatar
20 weeks ago

Shrink those ugly bezels for starters.
those bezels are excellent if you actually hold the tablet in your hands.

ps: in before, "i'm still using my 2018 ipad pro and it still runs flawlessly"
Score: 28 Votes (Like | Disagree)
MaximizedAction Avatar
20 weeks ago
Well we planned to and bought two of those on release and are quite happy with them.

If I had to guess a weakness, it’d be the pretty simplistic OS holding back the hardware’s potential and more use cases in people’s lives.
Score: 20 Votes (Like | Disagree)
Filero Avatar
20 weeks ago
Porsche hardware + FIAT operating system @ Apple (crazy) prices.
Score: 20 Votes (Like | Disagree)
djc6 Avatar
20 weeks ago
Maybe its because older models are still plenty powerful for what most people do with an iPad.

Are M1/M2 iPad Pro users going to notice a serious difference?
Score: 18 Votes (Like | Disagree)