The iPad has achieved cumulative sales of just under 100 million units in the first three years since launch. Compare this with the iPod with sales of just under 6 million in the first 1000 days and the iPhone’s 34 million units over a similar period, a quarter sales slow down is a minor setback. The launch of the iPad has been remarkable despite supply side constraints.
Consider, the iPod has gone on to sell over 350 million units and one can begin to see why the Q4 sales figures of the iPad can hardly be considered as a serious setback.
So much focus on the iPad performance, the iPhone success passed almost without comment. Sales increased by 73% from 73 million units to 125 million units in the full financial year.
Since launch the iPhone has sold 270 million units compared to the iPod’s 120 million units over a similar six year period.
The iPad is tracking a product life cycle curve which will exceed even this incredible number. Based on our life cycle model, the iPhone and the iPad series will sell over one billion units EACH.
iPhone sales growth in the current year will be much slower despite the success of the iPhone 5. The iPad mini, on the other hand, may push unit sales to between 75 and 100 million in the year ahead. The Christmas period will provide some interesting numbers for analysts and Apple lovers.
The Apple Case Study from the iPod to the iPad remains a classic Corporate Strategy handbook for success. Watch out for the Winter 2012 update coming soon as we review sales of the iPhone, the iPod and look at prospects for the iPad mini.