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Yoni Heisler
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In 2010, Apple launched the iPad and reinvigorated, what was then, an arguably non-existent tablet market. As sales skyrocketed, even Apple executives were taken aback the iPad's popularity, with the device quickly becoming the fastest-selling product in consumer electronics history.
A few years later, iPad sales not only began tapering off, but declining substantially. In a relatively short amount of time, the narrative surrounding the iPad shifted from "the iPad is the future of computing" to "how can Apple save the iPad?" As a quick example, Apple last quarter sold 8.92 million iPads, the first time quarterly sales checked in below 9 million units since 2011.
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