# **Apple’s Approach with the iPad 11: A Soft Upgrade Rather Than a Disruption**
The new iPad 11 from Apple has been launched, and contrary to widespread anticipation for a groundbreaking update, the outcome is rather understated. Instead of unveiling state-of-the-art features such as **Apple Intelligence** or a major hardware overhaul, Apple has taken the route of a simpler update. But what prompted this tech titan to adopt this strategy? Recent analysis from **Consumer Intelligence Research Partners (CIRP)** provides insights into Apple’s rationale.
## **The Rising Trend of Apple’s Basic iPads**
CIRP statistics indicate that Apple’s entry-level iPads have experienced a **consistent rise in market share** in recent years:
– **2021:** 15% of total iPad sales
– **2022:** 21%
– **2023:** 30%
– **2024:** 38%
This trend illustrates a distinct shift in consumer inclination towards **budget-friendly iPads** rather than high-end versions. The launch of the **10th-generation iPad** in 2022, along with the still-available **iPad 9**, significantly contributed to sales growth.
## **Reasons Behind Apple’s Mild Update for the iPad 11**
In light of the increasing popularity of the base-model iPads, Apple lacked motivation to implement **significant upgrades** for the iPad 11. Here’s the reasoning:
### **1. Robust Sales of Budget iPads**
Apple’s entry-level iPads are gaining traction, comprising **38% of all iPad sales in 2024**. With such robust demand, there was no need to introduce **Apple Intelligence** or advanced specifications to keep sales momentum going.
### **2. Promoting Upsells to Higher-End Models**
Apple’s plan has always been to **encourage** customers to transition to more expensive devices. By maintaining the iPad 11 as a **simple yet sufficient** option, Apple encourages users toward the **iPad Air or iPad Pro** if they seek **AI capabilities, enhanced performance, or additional storage**.
### **3. Safeguarding Profit Margins**
While the standard iPad sells in high volumes, Apple achieves **greater profitability** from upscale models like the **iPad Pro**, which also represented **38% of iPad sales in 2024**. By restricting the iPad 11’s features, Apple guarantees that customers seeking **advanced specifications** will choose higher-priced options.
## **How Apple Intelligence Could Have Altered the iPad 11**
Apple Intelligence stands as one of the company’s most awaited AI endeavors, yet it **didn’t feature** in the iPad 11. This choice fits within Apple’s overarching strategy:
– **AI features necessitate superior hardware** (like the **A17 Pro chip and 8GB of RAM**), which would elevate production expenses.
– **Introducing AI could have threatened sales** of the iPad Air and iPad Pro.
– **Apple Intelligence has not significantly influenced iPhone sales**, so it might not have served as a compelling selling point for the iPad as well.
## **What Might an AI-Compatible iPad 11 Entail?**
Had Apple chosen to make the iPad 11 **AI-compatible**, it would presumably offer:
– **A17 Pro chip or later**
– **8GB of RAM**
– **Minimum 128GB of storage**
– **A price point close to $400**
Such a device would likely have been a **instant success**, yet it could also have **detracted from Apple’s premium iPad series**.
## **Concluding Thoughts: A Prudent Business Decision?**
Though some users may feel let down by the **absence of innovation** in the iPad 11, Apple’s choice holds **commercial reasoning**. By keeping the **base iPad cost-effective and practical**, Apple guarantees solid sales while motivating users to **invest more in premium models** for enhanced features.
Ultimately, Apple’s strategy is transparent: **maximize iPad sales while upholding a solid product hierarchy**. Whether this tactic will continue to be effective is uncertain, but for the moment, the iPad 11 stands as a **reliable, economical, and straightforward choice**—just not the groundbreaking upgrade many were hoping for.
