Dive Brief:
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Long tablet life spans have led to a shrinking market for Apple's iPad, according to CIO.com.
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IDC reported iPad sales have declined for six straight quarters, falling 23% year-over-year in the first quarter of this year and 18% in the second.
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30% of iPad owners polled by Kantar WorldPanel Comtech said they have had their current tablet for 36 months or more.
Dive Insight:
Carolina Milanesi, chief of research and head of U.S. business for Kantar, believes that if Apple can demonstrate that the iPad is a suitable substitute for a PC, sales will pick up. And that means giving it more power.
Apple has hinted that the next version of the iPad may be more similar to Microsoft’s Surface Pro, with more power and features that make it act similar to a PC.
"If there's something that is as powerful as a PC but at the same time, agile like a tablet, consumers will be interested," Milanesi said.
