9.7in iPad Pro boosts Apple's sales

The tablet market has not been in the greatest shape of late, but if any company can reverse its tablet fortunes, it is Apple. The group’s latest 9.7in iPad Pro, announced along with the iPhone SE, appears to be helping Apple in this regard. First-weekend sales of the new iPad were similar to the iPad Air 2, according to Localytics, and even outperformed initial sales of the first iPad Pro, which had a 12.9in screen. It is possible some users looking to upgrade were turned off by the unwieldy shape of the first iPad Pro and held off for the next 9.7in model.

The sales are especially auspicious because the new iPad Pro starts at $599, which is $200 more expensive than the least expensive iPad Air 2. Storage capacity for the Pro starts at 32GB, though. The Air begins at 16GB, then jumps to a 64GB model for $599.

The new iPad Pro has also had the advantage of favorable reviews. This is not new for Apple products, of course, but it seems that screen size can really make a difference. While Microsoft’s Surface Pro 3 and 4 have done well with the 12in form factor, these Windows tablets are meant to “replace your laptop,” as the company says. Apple might think the iPad Pro can do that as well, as CEO Tim Cook believes, but it seems customers disagree. However, they have rewarded Apple by returning to the 9.7in form.

The big takeaway here for tablet makers seems to be that 10 inches is pretty much the upper limit of what users want out of their tablets mainly used for consuming content and some light productivity. Outside of Apple, 10.1in tablets seem to be popular, as the aspect ratio is good for watching movies and reading comics without much letterboxing on the screen. Some China makers have decided to follow Apple’s footsteps, though, and use 9.7in screens, which are said to be better for web browsing and reading books.