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IDC reports the world wide tablet market fell 1.5 percent in 2019. Total shipments fell to 144 million units. The Apple iPad strengthend its position as the top tablet brand.

The only winner in the sector was Apple, which saw a fourth quarter year-on-year growth of 22.7 percent in iPad sales. Much of that growth came in the last quarter of 2019 after the launch of new models and the arrival of iPadOS 13.

Apple’s growth for the full 2019 year was 15.2 percent. It sold a shade under 50 million units.

This undermines the negative arguments made by John Gruber and other prominent Apple bloggers about the iPad operating system. The geeks may not like Apple’s iPad direction but customers do.

Apple iPad clear tablet leader

Apple now has a 36.5 percent share of the tablet market when measured by units. It is bigger than the next three tablet brands combined. The company’s top tablet models tend to be more expensive than offerings from rivals, which means Apple would dominate tablet revenues and, by extension, tablet profits.

Samsung is the next best selling tablet brand with its Galaxy Tab range. The company sold 21.7 million units in 2019, that’s well under half Apple’s result. Samsung Tablet sales fell 7.2 percent during the year.

Android doesn’t translate well to the tablet format, but Samsung has the best implementation.  It’s tablets are a decent alternative to the iPad for customers who want to stay in the Android world or opt out of Apple’s orbit.

Huawei under pressure

Third place Huawei faces a challenge reaching customers in the US market and, no doubt, the security scare has affected sales in other markets. Even so, it dropped less than Samsung. Huawei has some solid, if unoriginal, offerings in this space. In 2019 Huawei’s tablet sales fell by 3.5 percent.

We don’t see much of fourth place Amazon in New Zealand. The company makes a range of low price tablets with an idiosyncratic version of Android. For the whole of 2019 Amazon’s sales climbed 10 percent, but there was a big 30 percent dropped in the last quarter.

Lenovo with an 8.5 percent market share also saw a small drop over 2019 for its low-cost tablets.

Top Five Tablet Companies, Worldwide Shipments, Market Share, and Growth, 2019 (Preliminary results, combined company view for the current quarter only, shipments in millions)
Vendor 2019 Unit Shipments 2019 Market Share 2018 Shipments 2018 Market Share Year-Over-Year Growth
1. Apple 49.9 34.6% 43.3 29.6% 15.2%
2. Samsung 21.7 15.1% 23.4 16.0% -7.2%
3. Huawei 14.1 9.8% 14.6 10.0% -3.5%
4. Amazon.com 13.0 9.0% 11.8 8.1% 9.9%
5. Lenovo 8.5 5.9% 8.8 6.0% -4.2%
Others 37.0 25.7% 44.3 30.3% -16.6%
Total 144.1 100.0% 146.2 100.0% -1.5%
Source: IDC Worldwide Quarterly PCD Tracker, January 30, 2020

Whatever the expert users say about the iPad, it strikes a chord with Apple’s customers. The move to sell an Apple-branded keyboard and the Apple Pencil, along with the, controversial in geek circles, upgrades to iPadOS have all propelled the iPad. It gives owners of earlier models a solid reason to upgrade and pulls in some buyers who may have considered laptops. The other strategy Apple has got right it pricing. There are low-cost models at the bottom along with more expensive pro models at the top.

Last week was the iPad’s tenth birthday. An elite group of Apple fans celebrated the date with a barrage of criticisms centred  on the iPadOS operating system.

For many people and some tasks Apple’s tablet is the best computer ever made. It is more mobile than any laptop and, despite the high-powered whinging, for the most part is easy to use.

Yet a surprising number of high-profile Apple fans took to their blogs and news outlets to criticise the iPad.

In The iPad Awkwardly Turns 10 at Daring Fireball, John Gruber writes of his disappointment:

“…Ten years later, though, I don’t think the iPad has come close to living up to its potential.”

Gruber has a lot to say on the subject. His blog post runs to 1100 words.

He isn’t the only high profile Apple commentator to criticise the iPad. His piece is here because it was the trigger for others to join the pile-on. If anything Ben Thompson’s Stratechery post is more critical.

Apple Ipad showing iPadOS multitasking

Apple geeks dislike iPadOS

The nub of Gruber’s point is the iPad’s operating system. He explains here:

“Software is where the iPad has gotten lost. iPadOS’s multitasking model is far more capable than the iPhone’s, yes, but somehow Apple has painted it into a corner in which it is far less consistent and coherent than the Mac’s, while also being far less capable. iPad multitasking: more complex, less powerful. That’s quite a combination.”

The words, especially the last two sentences, are damning. Gruber may have focused on multitasking because his blog’s audience tends towards geeks and computing professional. For them multitasking is a big deal.

Of course iPads are not computers for the geek elite.

Until the last couple of years they were simple, lightweight, handy devices best suited to media consumption and basic tasks like dealing with email or writing.

That’s changed with the iPad Pro, they are now far better tools for media creation. In many cases they are now the best tool for media creation.

Multitasking

Multitasking is a nice thing to have on an iPad. It is not essential. It’s unlikely even half the people who own iPads ever use multitasking.

Moreover, iPads enjoyed their best sales in their early days long before anyone gave much thought to multitasking. It is something Apple has bolted on in recent times.

And that brings us to an oddity. It was the geeky, elite iPad users who constantly complained the iPad couldn’t do multitasking. When Apple delivered, they decided this was not the multitasking they had been calling for.

Few everyday users would choose or not choose an iPad because of multitasking. For that matter, few everyday users go for full multitasking on their laptops and desktops. It’ i a subject that matters most to a small segment of users who might be better off with other devices anyway.

Doing more than one thing at a time

That said, iPad multitasking is handy.

iPad multitasking is still relatively new. Apple added a basic form of multitasking in 2017. Then last year multitasking was bumped up to become more powerful and usable. This 2019 multitasking is what upset Gruber and the other Apple commentators.

That was in September. We’ve barely had time to come to terms with the new features.

If, like many iPad users, you often switch between a more conventional computer and Apple’s table, four months is not a lot of time to learn all the nuances of a major operating system update. It’s only a couple of days since I found a hitherto undiscovered multitasking feature. That is already paying off in terms of increased productivity.

There are some complexities to the multitasking user interface in some circumstances. But there are simpler ways to work with the functionality.

Where iPadOS scores

Some computing tasks still work better on a laptop or desktop computer. Few of them affect me in my daily work as a journalist. Many, many other iPad users have similar usage patterns. In my experience, I get through most of my work faster and with fewer roadblocks on an iPad compared to any laptop or desktop computer.

There is a clear productivity advantage.

The list of tasks iPad does not do well has now dwindled to the point where I could keep my MacBook in the cupboard and do most of my writing, website managing and other tasks with my iPad Pro.

For my needs, the iPad Pro is the productive choice.

Shortfalls

Where there are shortfalls, it is often because of poorly designed apps that have yet to adapt to the hardware. This is also true for touch-screen Microsoft Windows. There are iPadOS apps that are not as complete as their desktop equivalents, but a lot of desktop applications are bloated, over-featured and unnecessarily complex.

Gruber’s criticism is damning, but it’s not all negative. He finishes writing:

“I like my iPad very much, and use it almost every day. But if I could go back to the pre-split-screen, pre-drag-and-drop interface I would. Which is to say, now that iPadOS has its own name, I wish I could install the iPhone’s one-app-on-screen-at-a-time, no-drag-and-drop iOS on my iPad Pro. I’d do it in a heartbeat and be much happier for it.

“The iPad at 10 is, to me, a grave disappointment. Not because it’s “bad”, because it’s not bad — it’s great even — but because great though it is in so many ways, overall it has fallen so far short of the grand potential it showed on day one.

“To reach that potential, Apple needs to recognise they have made profound conceptual mistakes in the iPad user interface, mistakes that need to be scrapped and replaced, not polished and refined. I worry that iPadOS 13 suggests the opposite — that Apple is steering the iPad full speed ahead down a blind alley.”

In simple terms Gruber’s criticism boils down to the iPad not being a Mac. He takes us back to the computers versus tablet debate that went underground for a few years before coming back. In the Windows world this is answered by laptops that are also tablets.

Apple’s iPad is great. It is not perfect. There are questions to ask. After an initial burst of enthusiasm, sales have dropped away. Something needs fixing for sales to recover. It is unlikely that something  is the “profound conceptual mistakes in the iPad user interface”. After all, that update only happened four months ago, long after the sales decline started.

https://brooksreview.net/2019/11/why-you-should-ditch-your-laptop-for-ipad-pro/

Ben Brooks argues that you should ditch your laptop for an iPad Pro. He says the iPad has shown it is a better tool than a laptop.

Up to a point I agree with Brooks. The iPad Pro can be a better work tool than a laptop in many circumstances. One day it may always outperform the more traditional computer format all the time.

The gap between what you can do on an iPad compared with what you can do on a laptop has almost closed. Every new version of iOS makes the gap smaller. That will accelerate now Apple has split iPadOS from iOS.

iPad Pro not there yet

But we’re still not all the way there yet. Some tasks are still better done on the laptop. Take, for example, troubleshooting a web page. Despite there being excellent iOS web inspection tools, my favourite is Inspect Browser, this still works better on a laptop with a desktop-style browser. Doing this work on an iPad is clumsy and feels wrong. 

Apart from anything else, some web pages still force the iPad to a mobile version. This makes troubleshoooting hard. Although you can now demand the desktop page.

On the other hand, there are tasks that are better on an iPad Pro than on a laptop. I’m a journalist, I write for a living, all day most days. Writing is arguably better on an iPad Pro than a laptop.

I was surprised to find the iPadOS version of Microsoft Word is a better user experience than the MacOS version. This could be in part because the iPad version is simpler.

I no longer use my MacBook as a portable. When I’m on the move the iPad is my preferred device. I fly with it, take it cafes and to meetings. Soon I will drop the MacBook, but not yet.

Apple’s fifth generation iPad Mini packs the power of the iPad Air in a smaller case. That compact size is the secret of the Mini’s appeal.

You may wonder if there’s a market for a 7.9-inch iPad when you can buy a 6.5-inch iPhone. After all, the iPhone XS Max is almost a tablet.

Apple say iPad Mini sales have been steady since the format was first introduced. It’s not for everyone, yet some people who like the Mini are fanatic about their favourite tablet.

One reason is the cost. At NZ$680, the base model iPad Mini costs less than one-third the price of the cheapest iPhone XS Max. It’s not the cheapest iPad, but it’s good value.

Sweet spot

Price is not the only explanation for the Mini’s popularity. The size hits an important sweet spot.

At 7.9-inches, Apple’s 2019 iPad Mini comes in about halfway between the iPhone XS Max and the 10.5-inch iPad Air.

While having a bigger screen than a phone is an advantage, the iPad Mini is still small and light. It weighs 300 grams. It’s handy and very portable.

At a pinch you can fit it in a pocket. OK, a big pocket. Cargo pants could come back into fashion to accommodate iPad Minis. It also slips into a handbag or any other bag. You can hide it in a car glove compartment.

Pythagoras understood

We measure screen sizes across the diagonal. Thanks to Pythagoras’ theorem a 7.9-inch display has 50 percent more viewing area than a 6.4-inch screen. In other words, it’s a big leap.

Among other reasons, the iPad Mini is the right size for people who work on the move. Think of police officers or health professionals. It helps that most people can grip it in one hand.

IPad mini fits one hand

I also find typing on the larger iPad Mini glass keyboard is easier than tapping on a phone screen. That’s because I’m a big bloke with big fingers.

Thumb typing

Apple’s bigger 12.9-inch iPad Pro keyboard works well when laid flat. The Mini keyboard is at its best when vertical. If you hold it up with your hands and hit the keys with your thumbs.

The action is like phone typing, but there’s more room.

This is an effective way of typing when you’re on a crowded bus, train or airplane. I haven’t had the chance to test it on a plane yet. I’m sure if I did I could be productive even in a cramped seat.

The extra screen real estate makes it better than a phone for reading complex information and maps or for inspecting photos. It’s roughly the same size as an e-book reader like the Kindle.

iPad Mini beats phone for web

There’s no question the iPad Mini does a better job of displaying every kind of web or app content better than a phone.

Although you can, at a pinch, run side-by-side apps on the iPad Mini, that’s not its strength. In practice I found I only ever used one app at a time.

In all other respects except the screen, the new iPad Mini uses the same technology as the current iPad Air model. It even has the same A12 chip as the iPhone XR. That means there’s a lot of computing power.

There’s a laminated screen, support for Apple Pencil and True Tone. The last of these means the iPad will adjust screen whites to compensate for lighting conditions. Apple says you get 10 hours battery life. We found that’s about right when we tested the Mini.

Lightning strikes

A couple of quirks: there’s a headphone jack and a lightning port for charging. New Apple devices don’t all have the jack and prefer USB-C over Lightning.

At times the Mini feels more like a big phone than a small iPad1.

The new iPad Mini costs NZ$680 for the basic wi-fi model with 64GB of storage. Boosting the storage to 256GB takes the price to NZ$929. Adding cellular puts another NZ$120 on the price. You might also consider the Apple Pencil at NZ$160.

iPad Mini verdict

My few niggles with the 2019 iPad Mini are minor. The design is the same as seven years ago. There’s less screen and more bezel, the case edges around the screen, than on more modern looking iPads. It also supports the old first generation Apple Pencil, not the new version.

Should you buy the iPad Mini? It’s not the right thing to buy if you’re looking for a laptop replacement. If that’s your goal, get an iPad Air or a iPad Pro model.

If you want a tablet for reading and writing while you’re on the go, it’s ideal. The iPad Mini is a good choice for taking notes and consuming media. It’s also a great upgrade for owners of long-in-the-tooth first generation iPad Minis. I suspect this will follow its ancestor to become another classic.


  1. For perspective, Huawei’s Mate X folding phone has an eight-inch screen. ↩︎

Earlier this week Apple announced new iPads and refreshed iMac models. Both product lines needed an update and, for the most part, Apple delivered. Yet there are some odd choices.

2019 iPad update

While there are two iPads in the announcement, they are, in effect, two different sized versions of the same hardware.

The 2019 iPad Mini is functionally the same as the 2019 iPad Air. In place of the Air’s 10.5 inch screen, the Mini has a 7.9 inch screen. Prices for Air models start at NZ$850. You can buy a Mini for NZ$680. Otherwise they are much the same.

That’s not the only confusing Apple product name to emerge from this week’s announcements. Both the new iPads work with the Apple Pencil, not the new flat-sided Pencil that works with iPad Pro models, but the older round pencil. You’ll need to be careful if you order one to go with your new iPad.

Adding a Mini model that can work with a Pencil is a smart move. There’s a clear need for this with some customers.

The new Air model’s screen is larger than the older Air. A move from 9.7 inches to 10.5 inches might not sound like much, but because we measure screens across the diagonal, any increase is a squared. In plain English, the new screen is a lot bigger than you might otherwise expect.

While I’ve chosen to use an iPad Pro as my main on-the-move computer these lower-powered iPads are a more affordable choice. For most everyday work, such as writing, dealing with email and so on, they are more than enough computer.

2019 iMacs

Apple’s 2019 iMac upgrades are nothing other than speed bumps. You’ll get a faster machine this week than the one you could have bought last week.

The computer’s external design remains much the same as before. This isn’t a problem, the iMac is perfectly formed and there’s nothing obvious that needs fixing on the outside. The gorgeous big displays remain gorgeous.

Inside the case is another matter. The new iMac models still include old school hard drives. The technology is now past its sell-by date. Apple doesn’t offer old style hard drives anywhere else. It pushed hard to show solid-state-only portables were the way to go at a time when other computer makers still relied on hard drives, but hasn’t extended this to its new iMac models.

Sure, there are Fusion drives, which combine some solid state storage with a spinning drive. This will speed up many apps, but even so, they are slower than pure SSDs. No doubt the argument if that iMac buyers are price sensitive.

Next week Apple is holding a media event in Cupertino, California. Company watchers expect Apple to launch one or more new subscription services including TV streaming.