During the fiscal 2013 second quarter, Apple (NASDAQ:
19.5 million iPads
. This was an impressive increase over the year-ago period when
Apple sold 11.8 million iPads. At that time, only the second- and
third-generation models were available.
Thus, investors could assume that the iPad Mini contributed
significantly to the increase in sales this year. What they may
not realize is that the smaller iPad actually eclipsed the sales
of the second- and third-generation models last year, and
obliterated the second- and fourth-generation models in 2013.
, Apple sold 12.5 million iPad Mini units during the second
quarter. This is great news for the miniature iPad, but it means
that only seven million people purchased the second- or
The third-generation iPad, which was released in March 2012,
was discontinued when the iPad 4 arrived last fall.
Having sold 12.5 million iPad Mini units, Apple could still
fulfill its rumored shipment goal of
55 million units
. However, Apple is expected to ship no more than
12 million iPad Minis
during the April-June quarter. This would limit the device's
total sales potential to just 24.5 million units for the first
half of the year.
Historically, iPad sales have increased during the summer and
fall quarters. This changed last year when the device took an
during the fiscal 2012 fourth quarter, which ended on September
29. While the third-generation model was expected to increase
sales and inspire upgrades, consumers did not seem to be
interested in spending another $500 (or more) for the new
Consequently, iPad sales dropped from
in the fiscal 2012 third quarter to just 14 million units in the
iPad sales rose to new heights in October when the iPad Mini
was released. While the initial launch was met with
than the iPad 3, the iPad Mini helped Apple sell
22.9 million tablets
during the December quarter.
If the iPad sales roller coaster continues in 2013, it could
mean that the sales will surpass expectations during the spring
quarter. However, it could also lead to poor sales during the
It is not yet known when Apple will choose to upgrade the
full-size iPad or the iPad Mini, but current estimates do not
indicate that the company will offer two upgrades this year.
Instead, Apple is expected to provide one upgrade for each iPad
format (the Mini and the 10-inch model) and use them to ignite
sales throughout the holiday shopping season.
Louis Bedigian is the Senior Tech Analyst and Features Writer
of Benzinga. You can reach him at 248-636-1322 or
louis(at)benzingapro(dot)com. Follow him
(c) 2013 Benzinga.com. Benzinga does not provide investment
advice. All rights reserved.
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