Dive Brief:

• According to a report from The Wall Street Journal, Apple is now working with more than 40 enterprise app developers to improve the appeal of iPads to enterprise customers.

• The initiative involves engaging developers of business apps, as well as getting some of those developers to train Apple business specialists, according to The Journal.

• A recent report from Good Technology found the iPad claiming 64% of device activations among Good customers in the second quarter this year — a decline from 81% in the first quarter of 2015.

Dive Insight:

Tablet sales have been declining overall, and the iPad is reportedly losing more ground than others. According to IDC, iPad sales have contracted for six straight quarters, falling 23% year-over-year in the first quarter of 2015 and 18% in the second.

Overall, the market for tablets in the enterprise is expected to pick up again. Forrester Research said it expects that 20% of tablets used globally in 2018 will be owned by businesses, up from 12% in 2014.

But Apple has been losing ground to other tablets, like the Surface 3 Pro. Apple has hinted the next version of the iPad may be more similar to Microsoft’s Surface Pro, with more power and more features that make it act more like a PC.