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Tim Cook calls slipping iPad sales ‘a speed bump’

Apple CEO Tim Cook is unfazed by the recent drop off in iPad sales, claiming the malaise to be only temporary.

In a recent interview with Recode, Cook claimed the drop off has been experienced in other sectors of Apple’s business before, only for sales to rebound.

He said: “We couldn’t be happier with how we’ve done with the first four years of the iPad. I’d call what’s going on recently a speed bump, and I’ve seen that in every category.”

The speed bump Cook mentions is a 9 per cent drop off in sales in the last quarter and a dramatic decline in the iPad’s market share.

Some observers believe tablet sales are falling due to the dramatic rise in ownership over the last few years, coupled with the less frequent need to refresh the devices.

Research has shown people keep hold of their tablets – especially the well-built and long-lasting iPads –  for a greater period of time than they do mobile phones, which generally only last a couple of years.

The comments were published on the day reports claimed Apple will launch a 12.9-inch iPad Pro tablet early next year in order to revitaise the demand for iPads. Is a larger iPad really the key to getting iPad sales back on track?

Read more: Is the iPad line desperate for innovation? One retailer thinks so

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