Apple's iPad lineup has dominated the tablet market for years, and that isn't likely to change soon. But a growing number of users are finding it hard to justify buying a new iPad—not because Android tablets have caught up, but because their current iPad, or a used older model, still works perfectly well. This internal competition is forcing Apple to rethink its product lifecycle strategy.
The problem: hardware stagnation
The iPad lineup, with the exception of the OLED iPad Pro redesign, has remained remarkably consistent. The iPad Air starts at $599 with a basic 11-inch LCD display and Touch ID. The iPad mini costs $499. The entry-level iPad is $349. The iPad Air, despite not changing much since its last redesign in 2020, has kept its $599 price point.
Meanwhile, older iPad Pro models have become significantly cheaper. An M1 or M2 11-inch iPad Pro can now be found for under $600—offering Face ID, 120Hz ProMotion display, Thunderbolt, better speakers, and brighter screens—all for roughly the same price as a new iPad Air. This price overlap makes the newer mid-range models look less appealing.
The upgrade cycle is slowing
The stagnation of the iPad lineup won't drive customers to Android tablets, but it will likely drive them to stop buying new iPads. Many owners of 2018–2022 iPad Pro models are taking longer to upgrade. When they do buy, they often choose an older model rather than the latest release. The 2018 iPad Pro, for example, still receives iOS 16 updates, narrowing the performance gap with 2021 models.
Internal competition from MacBook Neo
Apple's own MacBook Neo adds another layer of competition. A $349 iPad plus a $249 keyboard costs about the same as a MacBook Neo, which offers double the storage. While the comparison isn't exact for every use case, there is substantial overlap for many users.
What Apple could improve
Outside the iPad Pro and iPad mini—and even the iPad mini may lose some appeal to a foldable iPhone—much of the iPad lineup lacks compelling reasons to buy. The iPad Air has received only chip bumps over the years. It gained Center Stage and a landscape selfie camera, but upgrades have been minimal.
Potential improvements for the iPad Air include adding a 120Hz display, more base storage, and Face ID. The entry-level iPad is probably fine, though its keyboard accessory should be cheaper. If Apple wants to maintain iPad sales, it needs to make the hardware more appealing to both new customers and existing ones.
Bottom line
Apple's real competition in tablets isn't Android—it's its own older models. Until the company adds meaningful new features beyond chip upgrades, many users will find little reason to upgrade.