iPad at 16

Redundant or Post-PC?

Today marks the 16th anniversary of when Apple released the first-generation iPad. After Steve Jobs announced the ‌iPad‌ on January 27, 2010, it launched a few months later on April 3, 2010.

The ‌iPad‌ was the first device that Apple released with a custom-designed chip, the Apple A4.

The concept of a tablet device like the ‌iPad‌ actually predated the iPhone, and Apple had a prototype project in the works in 2004. Then-Apple CEO Steve Jobs wanted to prioritize the iPhone, so the ‌iPad‌ was put on hold until after the iPhone was established.

Apple priced the ‌iPad‌ at $499, and Jobs called it a "magical and revolutionary device at an unbelievable price." Like the iPhone, the ‌iPad‌ dominated the tablet space, and it still continues to do so today. Apple sold a million iPads in the first month, and while competitors like Microsoft and Samsung quickly came out with competing tablets of their own, the ‌iPad‌ has no match.

Apple has led the global tablet market for over a decade and no competitor comes close to matching its tablet market share. As of the fourth quarter of 2025, Apple's market share was 44.9 percent, with Samsung the next closest at 14.7 percent.

Apple has expanded its ‌iPad‌ lineup over the years, and we now have multiple sizes at multiple price points.

Source: MacRumors

The graph above shows the iPad revenues compared to the Mac and the iPod. I included the iPod since the iPad was originally dismissed as a "big screen iPod touch". On the other hand, it was also seen as a PC or Mac substitute. To many, including Alan Kay, the tablet form factor makes much more sense than the PC form factor. It's more approachable, more intuitive and certainly smaller and more portable. As the graph shows, quickly after launch, the iPad overtook sales of the Mac.

The problem arose that whereas the iPad was smaller, the iPhone what smaller still--so much so that users would take phones with them everywhere. At the same time, the "PC" shrank as well so that many notebook (laptop) computers became thin, light and had day-long battery life. The Mac at least became no bigger a burden to carry than an iPad.

So the iPad was stuck in the middle between an iPhone, that did more and more, and a Mac that was very portable. At this point many said that the iPad was a dead end form factor.

However, nor was the iPad a PC killer nor was the PC and iPad killer.

As the graph shows, the iPad continues to do rather well. It's lagging a bit behind the Mac but sales have been, for at least a decade, highly correlated to the Mac. iPads are therefore less seasonal and more product cyclical. The category has seen resonance for the very young, the very old and also for many professionals.

 

What iPad has done is carved a niche that is resilient. After 16 years, I reckon about 910 million have been sold with about 70 million more sold each year. The product has a particularly long lifespan in use and may continue to be used for as long as 10 years. Total lifetime revenuel has been over $403 billion with about $29 billion last year. The total user base is between 400 and 450 million users. In the U.S., the iPad is highly prevalent, with over 40% of Americans owning an iPad in 2024.

Neither killer nor killed, the iPad is just a great "in between" product with plenty of value. I have no doubt that it will still be popular 16 years from now.