Notably, Kuo expects iPad sales to decrease again in 2017 but at a slower rate that they did in 2016.
We note the 12.9" model will be the second generation of the existing 12.9" iPad Pro, the 10-10.5" model will be the high-end model equipped with a narrow bezel design, and the 9.7" model will be the low-priced option. The former two models will have an A10X chip manufactured by TSMC (2330 TT, NT$183.5, N), while the latter comes with an A9 chip made by Samsung LSI. Although we estimate iPad shipments in 2017 will drop again YoY to 35-37mn units, we except the decline to narrow to 10% from 2016's roughly 20%, given that the 10-10.5" model may see more demand from commercial/enterprises and tender markets, while the low-priced 9.7" model may have a greater shipment contribution and likely account for 50-60% of total shipments of new iPads.
Kuo believes that the worst has passed for the iPad.
Worst has passed for Apple’s iPad. This is due to: (1) the YoY shipment decline will narrow in 2017F versus 2016; (2) a better ASP thanks to improved product mix on decreasing exposure to iPad mini will likely offset the shipment decline; and (3) an improved cost structure due to an increasing number of suppliers of touch-module lamination and DDI.
Samsing LSI is considered to be the biggest winner among DDI suppliers for the new iPads.
Among DDI suppliers of the new iPad models, new entrant Samsung LSI (KR) is the biggest winner, while the shipment schedule and order allocation of new entrant Parade (4966 TT, NT$319.5, NR) will likely fall short of expectations due to quality issues…Samsung LSI & Parade to become new DDI suppliers for new iPad models, stemming Silicon Works’ monopoly. In terms of order allocation, Samsung LSI and Parade have the orders of 12.9” and 10-10.5” iPad models, while Samsung LSI and Silicon Works have the orders of low-priced 9.7” model.
Previous reports have suggested that the new iPad could have a bezel-less 10.9-inch display with no Home button and the same footprint as the 9.7-inch iPad Pro. A release date around March has been suggested for Apple's new iPads; however, it seems unlikely that the company would introduce a bezel design in the iPad before bringing it to the iPhone.
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