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Apple Looks to IBM Deal to Boost iPad Sales

 & Chloe Albanesius Executive Editor, News

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Apple's iPad had another weak quarter, though CEO Tim Cook believes Cupertino's new partnership with IBM will help boost those numbers via enterprise sales.

Apple sold 13.3 million iPads during the quarter, down from 16.3 million in the last quarter and 26 million over the holiday quarter.

During a Tuesday earnings call with analysts, Cook said iPad sales "met our expectations," but acknowledged that they were lower than investors would like.

Still, "we've very bullish on the future of the tablet market," Cook said. The recently announced deal with IBM - whereby business will be able to buy iOS devices equipped with IBM-enhanced enterprise software - will be a "catalyst for future iPad growth," he suggested.

Though iPad's U.S. market share for tablets in the U.S. is 76 percent with consumers, it's only at 20 percent for businesses, Cook said. So there's a "substantial upside" for iPad with the IBM deal.

"I think we have to do more things to get the business side of [tablet sales] moving in a faster trajectory. I think we're now onto something that can really do that" with IBM, he said.

Cook pointed to a variety of stats that indicate high satisfaction levels with iPad, as well as a softening market for tablets, according to IDC. What he didn't mention was that IDC indicated that tablet sales are slowing because of phablets, or phones that are larger than 5 inches. Though Cook seemed unimpressed with phablets a year ago, recent rumors suggest that Apple will jump into the phablet space with its next iPhone release - unveiling a 4.7-inch and a 5.5-inch iPhone in the fall.

Cook, of course, did not make any product announcements during today's call, though he reiterated that Apple fans will be very pleased with Cupertino's upcoming product announcements.

For now, customers still seem happy with the 4-inch form factor on the existing iPhones. During the quarter, Apple sold 35.2 million iPhones, down from 43.7 million between January and March and 51 million in the fourth quarter.

But "our record June quarter revenue was fueled by strong sales of iPhone and Mac and the continued growth of revenue from the Apple ecosystem, driving our highest [earnings per share] growth rate in seven quarters," Cook said.

Apple sold 4.4 million Macs during the quarter, up from 4.1 million in Q2, while iPods landed at 2.9 million. Cupertino is also sitting on about $164.5 billion in cash.

For more, check out Apple and IBM Bury the Hammer and IBM and Apple Mean Business, as well as A Brief History of Apple and IBM Partnerships.

About Our Expert

Chloe Albanesius

Chloe Albanesius

Executive Editor, News

My Experience

I started out covering tech policy in DC for The National Journal, where my beat included state-level tech news and all the congressional hearings and FCC meetings I could handle. I later covered Wall Street trading tech before switching gears to consumer tech. I now lead PCMag's news coverage.

My Areas of Expertise

Getting my start in DC means I still have a soft spot for tech policy; Congressional hearings can sometimes be as entertaining as a Bravo reality show, for better or worse. But PCMag is all about the technology we use every day, as well as keeping an eye out for the trends that will shape the industry in the years ahead (or flop on arrival). I've covered the rise of social media, the iOS vs. Android wars, the cord-cutting revolution that's now left us with hefty streaming bills, and the effort to stuff artificial intelligence into every product you could imagine. This job has taken me to CES in Vegas (one too many times), IFA in Berlin, and MWC in Barcelona. I also drove a Tesla 1,000 miles out west as part of our Best Mobile Networks project. Of late, my focus is on our hard-working team of reporters at PCMag, guiding and editing their robust coverage.

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