Apple abandons iPad Ultra plans after sharp drop in iPad Pro sales

Apple has ruled out the possibility of launching an Ultra iPad, as revealed by an influential technology analyst on the Weibo platform. The decision reflects the unsatisfactory performance of the Pro iPad in the global market, despite the Cupertino giant’s plans to expand its “Ultra” line into other product categories. Tipster Instant Digital responded to inquiries about including an Ultra iPad in the corporate strategy, listing Apple Watch Ultra, M-series Ultra chips, Ultra iPhone and MacBook Ultra, but deliberately excluding the iPad from the premium portfolio.

Desempenho critical of iPad Pro on the market

The iPad Pro faces significant difficulties attracting consumers. Shipment projections for the M4 model were drastically reduced in October 2024. DSCC analyst Ross Young revised his initial estimate of up to 10 million units to just 6.7 million for the year. Nos third and fourth quarters of 2024, shipments of the 13-inch model recorded drops of more than 50% and 90%, respectively, highlighting the weak acceptance of the product.

The high price is the main obstacle to commercialization. The 11-inch model starts at $999, while the 13-inch version costs $1,299. Consumidores perceive tablets as secondary devices, not viable replacements for smartphones or laptops, and are reluctant to invest such large sums. Revenue from the iPad segment has declined for three consecutive years and represented just 6.73% of Apple’s total revenue in 2025, signaling the erosion of the segment in the corporate portfolio.

Foldable iPad remains in uncertain development

Embora an iPad Ultra has been discarded, Apple continues to develop a 20-inch foldable iPad as a strategic project. Mark Gurman, an analyst at Bloomberg, described the initiative as a priority for John Ternus, senior vice president of Engenharia of Hardware and future CEO of the company. Gurman warned, however, that the device “could end up being a crazy experiment that will never see the light of day”, indicating uncertainty about its commercial and technical viability.

The development of the foldable iPad faces considerable challenges that compromise its launch:

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• Excessive Peso: Prototypes weigh approximately 1.6 kilograms, more than a 14-inch MacBook Pro
• Preço estimated at up to $3,900, roughly three times the value of the Pro 13-inch iPad
• Adiamento from launch: 2028 to 2029 or later due to engineering hurdles
• Category Indefinição: Internal debate over whether it’s a foldable iPad or MacBook with a flexible display
• Samsung’s Tela OLED Focuses on Minimizing Centerfold Visibility

Quando closed, the device resembles an Mac with an aluminum structure and no external screen. The design is similar to the MateBook Fold by Huawei, an 18-inch foldable tablet sold for US$3,400 in the Chinese market.

Aggressive Expansão branded Ultra in other segments

Apple expands its brand “Ultra” to multiple product categories aggressively. Pelo minus three new Ultra devices are in development: foldable iPhone Ultra priced close to $2,000, AirPods Ultra equipped with cameras for Inteligência Visual, and MacBook Ultra with OLED touch screen, priced up to 20% higher than the current MacBook Pro. The company already uses the “Ultra” nomenclature for the Apple Watch Ultra, M series Ultra chips and CarPlay Ultra, consolidating the premium segmentation strategy.

Realidade commercial versus strategic ambition

Apesar of an iPad Ultra may seem like a natural choice for the Apple family of premium products, commercial reality points in the opposite direction. The iPad Pro already faces significant difficulties finding buyers in its current price range, reducing potential demand for an even more expensive and experimental model. The deliberate exclusion of the iPad from the “Ultra” strategy implicitly recognizes this commercial reality, prioritizing categories with better market acceptance and greater profitability potential for the corporation.