iPad mini not cannibalizing demand for larger iPad

iPad mini not cannibalizing demand for larger iPad

Turns out the iPad mini isn't cannibalizing demand for its larger sibling, the iPad 4 to the degree some analysts expected. While some predicted the 7.9-inch iPad would cut into sales of the 9.7-inch iPad by as much as 50%, that hasn’t been happening. Instead, any cannibalization that is happening is being more than offset by the amount of new customers Apple is gaining. That's according to a new study of 1225 U.S. adults by Cowen and Co. that says 52% of people who were planning on buying an iPad mini in the next 18 months are buying their first tablet. John Paczkowski of All Things D reports reports:

In other words, few consumers are buying an iPad mini as an iPad replacement. And, more importantly, for many buyers, the iPad mini is their first tablet. With the iPad mini, Apple isn’t wooing consumers who might have otherwise purchased a larger iPad, it’s jacking into an untapped market looking for a smaller version of the tablet it first uncrated in April 2010.

Of course, some who might have purchased an iPad 4 will see the iPad mini and buy that instead, but right now, that doesn’t seem to be happening on a large scale. People who want the mini are buying the mini, while people who want a larger iPad are buying that. Apple’s new customers are, for the most part, those who chose to wait for a smaller, less expensive iPad, rather than a smaller, cheaper tablet. Many people aren’t replacing a Kindle Fire with an iPad mini. Only 13%. Most were holding out for a smaller iPad and never bought a Fire in the first place. Microsoft, however, wasn't as lucky. 42% of iPad mini buyers say they were buying it to replace a Windows PC.

Apple has always said they'd rather cannibalize themselves than wait for someone else to do it for them. They've also said the iPad cannibalizes far more than Apple itself. The iPad mini might just be extending that pattern.

Was the iPad mini your first tablet? If not, what did it replace?

Source: All Things D

Joseph Keller

Joseph Keller is a news reporter for iMore. He's also chilling out and having a sandwich.

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There are 4 comments. Add yours.

kch50428 says:

Another meme of Apple-hating bloggers shot to hades... I love it when that happens... the iPad Mini is many people's first exposure to Apple and its ways - and may lead at least some of those people to buy Apple for their next phone, or computer... it's a "gateway drug". :D

Stychill says:

apple has the content we all want, a wide assortment of apps and games for everyone's wants and needs

nccjones says:

I was obsessed with buying an iPad mini until I saw the mini and iPad 4 side by side. I bought the iPad 4 and have no regrets! Well I do regret getting the 16gb over the 32gb...lol

cosby01 says:

Between my iPhone 5 and Macbook Pro I had trouble justifying an iPad's cost. The Mini seems to fit the bill in terms of cost. portsbility and functionality between trying to read a book, show pictures, watch video, etc on an iPhone vs waking up my Macbook to gain a bigger screen.