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By Jason Snell for Macworld
How far can the iPad fall?
The iPad is big in my house. I use one (Pro), my wife uses one (Air 2), my son uses one (Mini 2). Suffice it to say that we see the appeal. But at some point, even the biggest boosters of the iPad have to admit that something’s wrong. With iPad sales down year-over-year for 10 out of the last 11 quarters, it’s safe to say that this is more than a blip.
Many observers have been waiting for a while now for the iPad to find its level—for sales to flatten back out and reveal what size Apple’s iPad business will really be going forward. It’s clear that the heady days where Apple sold 80 million iPads in a year are gone, and won’t be coming back for quite a while. But as sales continue to decline, it’s worth asking when it will all stop.
At this point, Apple’s selling iPads at a rate of approximately 48 million iPads per year—roughly the rate it was selling them in 2011, at the very start of the iPad’s lifespan, just before iPad sales kicked into gear. So is this the bottom? Or will it get worse before it gets better?