In this opinion piece, Andrew Birmingham, editor of business site Which-50.com says despite the tech companies’ marketing efforts the sales of desktops and tablets are in rapid decline around the globe…
We are all witnessing the death of the PC industry as the desktop sector goes gentle into that good night. There is little rage evident, except perhaps among the shareholders of some previously lucrative technology outfits.
Six years ago this week, Apple’s then-CEO Steve Jobs announced to the world that the long-rumoured iPad would finally hit the shelves.
The third of April 2010 was iPad day. Fanboys ignored city ordinances around the world and queued from midnight.
More importantly, the global PC industry soon went into rapid retreat — although it would be another 18 months before it became apparent in the numbers, with 2011 representing Peak PC.
As the chart below — based on Gartner data from business intelligence service Statista — demonstrates, sales have retreated to levels not seen in almost a decade.
Here’s the interesting thing: the iPad itself is in retreat. By 2015, a quarter of a billion units had been shipped, but even by then iPad’s moment in the sun had passed.
Smartphones and the awfully named phablets (half phone, half tablet) are now so ubiquitous and so heavily featured that the tablet market has been disintermediated.
Apple is still a winner, though, having disrupted its own market with the ongoing strength of iPhone sales.
That’s quite an achievement, actually. An incumbent disrupting its own business, and doing so with an existing product — the iPhone — and not with a new device. Effectively disrupting its new product line with its old one.
And the company’s decision to run the same operating system across the iPhone and the iPad now looks extraordinarily prescient. Imagine the value destruction and wasted capital had Apple loaded its shiny new tablets with an entirely bespoke operating system about which would it now be contemplating obsolescence.
Rise of the machines
Of course there’s an even bigger reason for the slow and inevitable death of the PC industry and for iPad’s gathering decline*. And that’s Android.
Mountain View’s genius now extends to well over a billion units worldwide and a market share to make an antitrust lawyer blush. Not bad when you consider that in 2007 there were no Android mobiles loose on the Savanna. None.
The ubiquity of smart mobility, the preference for the smaller platforms in the emerging markets where most of the world’s population live, and the extraordinary ecosystem that has emerged around the phone, guarantee the that the day of the desktop is over.
An earlier and faintly pathetic attempt by a cluster of competing PC companies to spur worldwide PC sales through joint marketing last year missed the key point. It is not only consumers who have changed their preference. Manufacturing and distribution infrastructure and investment has now shifted to reflect consumer preference.
Even the core source of its profitability — the supply chain — is abandoning the personal computer.
*Ten years ago this sentence — “Of course there’s an even bigger reason for the slow and inevitable death of the PC industry and for iPad’s gathering decline” — would never have appeared in this story. It does so only because the Google spiders are hungry for the term “Death of the PC” and insist it be included more than once in the body copy to improve the Page Rank. Thank you Larry. Rise of the Machines, indeed.
With the Australian government currently undertaking the most significant review to our data laws ever, smrtr’s co-founder and CTO Boris Guennewig explains what might be next for Australia’s privacy laws. Australia’s privacy laws look set for a significant shakeup following the ACCC’s inquiry into digital platforms. As part of the government’s response to the Digital […]
Only 11 per cent of marketing managers are happy with their public relations agency, staggering findings from a new IBA International report show. IBA International, a leading B2B marketing communications consultancy, has announced the findings of a primary research report, which examines the confidence of B2B organisations in their marketing and communications agency structures. It […]
DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]
The Australian Open has confirmed a start date of February 8, 2021 with strict COVID-19 testing procedures in place. Following weeks of negotiations with the Victorian government, Tennis Australia exec Craig Tiley confirmed the Australian Open had been given the go-ahead. As reported in the Herald Sun, Roger Federer and Serena Williams will start arriving […]
Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]
Apple has laid out its plan to remove the Identifier for Advertisers (IDFA), marking a major change in mobile identity. In this piece, head of identity APAC at PubMatic, Harui Imaim, shares her thoughts on how advertisers can navigate these upcoming changes. This year has brought many changes, not least of which are shifts in […]
Val Morgan Outdoor (VMO) has secured an exclusive large format tender with next-generation, iconic screens at one of Sydney’s key retail, commuter and entertainment destinations, World Square. With market leading technology, VMO will deliver the ultimate immersive experience in the form of truly intelligent, curved internal LED screens and a hero screen spanning 8 metres […]
It was announced today that Yeesum Lo will join 10 ViacomCBS in the newly created role of Head of Development. Reporting directly to Head of Programming, Daniel Monaghan, Lo will be responsible for identifying and developing locally produced Australian content across all channels and platforms in conjunction with the wider Network 10 team. Lo joins […]
On Friday 27 November Bunnings launched their biggest ever Christmas activation, which was created and brought to life by strategic brand, commercial and experiential agency Bastion EBA. To bring a little magic to this Christmas, the activation involved lighting up one of their Melbourne warehouses, Bunnings Warehouse Maribyrnong. This resulted in a spectacular Christmas lighting […]
TikTok has always been about bringing people together to inspire each other and share moments of joy. It’s also a place to find your community, no matter your interests. This has never been more important than in 2020. From devastating bushfires, to a global pandemic that introduced us to social distancing and loss, to community […]
VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]
Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]
AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]
Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]