According to Gamingdeputy news on October 9, the analysis agency Omdia released a research report.Affected by inventory burden and weak market demand, Apple’s sales in 2023 are expected to iPad Panel purchases will drop 36% year-on-year to 45.5 million units.
Omdia said,Based on Apple’s 2023 purchase forecast, this will be the lowest annual panel shipments since 2020. Similar shipment levels were seen in 2018 and 2019.Expected in 2023, 11 inches and 12.9 inches iPad Pro Demand for models will see a sharp decline compared to previous years, as it is harder to sell high-priced and high-end products during the global recession.
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Among them, the supply of panels for the 12.9-inch iPad Pro may drop by more than 60% year-on-year, with both Sharp and LG Display affected. Sharp’s 11-inch iPad Pro panel supply may therefore drop by 70% year-on-year, ultimately leading to Apple’s 2023 iPad panel shipments falling by 36% year-on-year.
Omdia cites its own “Tablet and Laptop Display and OEM Market Tracker – Q2 2023 Database,”Said Apple’s tablet panel shipments fell 28% year-on-year in the second quarter of 2023, reaching the lowest level since the second quarter of 2020. This reflects poor tablet sales in 2023, with the market shrinking back to where it was three years ago.
In the second quarter of 2023, despite record low shipments in the first quarter of 2023, 10.9-in. iPad Air Panel purchases for iPad models still increased by 122% year-on-year, with LG Display being the only panel supplier.
As for the 10.9-inch iPad, sales from BOE and LG Display increased by 14% year-on-year in the second quarter of 2023.
Omdia said,Apple’s iPad Air and iPad models are better positioned to withstand a market downturn in 2023 than iPad Pro models, thanks to mid-range products’ high price points and performance advantages amid low demand.
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Apple’s total 11-inch iPad Pro shipments fell 80% year-on-year in the second quarter of 2023, the largest quarterly decline among all iPad models.
Supply from Sharp (11-inch panel supplier) temporarily decreased in the second quarter of 2023. However, Sharp’s 11-inch supply has been delayed from the second quarter of 2023 to the third quarter of 2023.
Accordingly, Omdia predicts that Sharp’s 11-inch panel demand will increase again in the second half of 2023. LG Display, another 11-inch panel supplier, reduced its supply by 50% year-on-year in the second quarter of 2023.
Looking forward to tablet panel demand in the second half of 2023,Apple may slightly increase its total iPad panel purchases in the third quarter of 2023 to prepare for the traditional peak sales season at the end of the year, the relevant growth rate is expected to be 8%. Compared with the first half, shipments of every iPad model are expected to increase slightly, except for the 10.2-inch panel.
Gamingdeputy noted that after the launch of the next-generation 10.9-inch iPad, Omdia believes that relevant market demand may gradually shift from the 10.2-inch iPad to the 10.9-inch iPad.
However, in the current situation of “no signs of demand recovery from the market”, Apple has conservatively proposed a panel purchase plan for the fourth quarter of 2023. Currently, inventory control is a top priority for all manufacturers.
Affected by poor demand for high-end models, Apple’s iPad panel supply share has changed significantly over the past year. Sharp’s supply share decline is more severe than that of other Apple iPad panel suppliers such as BOE and LG Display.
Sharp dominated the iPad Pro models in the years before 2021, with a share of more than 30%; while BOE’s iPad panel supply share increased from less than 30% in 2021 to 42% in 2022, becoming the iPad panel supplier for the first time Top of the list.
Based on 2023 forecasts, Apple’s iPad panel supply share is estimated to be 46% of BOE and 41% of LG Display. BOE and LG Display continue to increase their share of iPad and iPad Air panel supply. In contrast, Sharp has been severely affected, with a supply share of only 13% in 2023. This huge decline was due to weak demand for iPad Pro.
Omdia also claimed that Apple’s new OLED iPad will be launched in 2024, and the planned OLED tablet panel sizes will be 11 inches and 12.9 inches, supplied by LG Display and Samsung Display. According to current surveys, Apple plans to purchase a total of 10 million OLED iPad panels in 2024.
Forecasts show that LG Display may supply 6 million screens for 11-inch and 12.9-inch models, while Samsung Display may supply 4 million screens for 11-inch models. OLED iPad will be the first OLED model of Apple’s IT products, joining the iPad Pro product series. Starting in 2024, the 12.9-inch iPad Pro with Mini LED backlight will gradually be replaced by OLED technology.
also,Apple is continuing to discuss widespread adoption of OLED technology starting in 2026 for iPad mini and iPad Air series, as the next phase of its strategy. Apple may adjust its OLED iPad mini and iPad Air release plans based on market feedback and the sales results of the OLED iPad Pro. Starting in 2024, Apple will pay more attention to OLED display panels and seek more display supply chain partners to join. Its OLED iPad panel supplier list.
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