At the same time, Apple hasn’t figured out many new things to do with the iPad to bring back the old excitement. During the October keynote to launch the latest model, Apple executives gushed and gushed and gushed about how *thin* the new iPad was. And it is! The iPad Air 2 is thin, elegant, and so light it just might float right off your lap. But the drama is gone.
The iPad is nice. You might still hang out together sometimes on the couch. But when you’re done, you probably just put it down on the pile with all the magazines and mail and other stuff stacking up on the coffee table. It’s just another way to waste a little time.
Even with dropping iPad sales, it’s still a massive business that rakes in huge amounts of money. With the amounts of money Apple rakes in, it’s easy to lose perspective.
That being said, the upgrade cycle for tablets appears to be a lot longer than for phones, which is why Apple isn’t concerned about the iPhone 6(+) cannibalising iPad sales: iPhones are not only more expensive, they are also on a two year upgrade cycle and appear to be “free”. As long as any drop in iPad sales is more than made up for in increasing iPhone sales, Apple is getting more money, not less.