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Steven Sinofsky @stevesi
, 15 tweets, 4 min read Read on Twitter
1/ Some suitably freaked out or annoyed by Apple’s marketing slide on iPad “versus” notebooks. A couple of notes here because I think it is important to consider iPads in the context of the massive shift of where computing happens.
2/ For me, slide basically says Apple is largest single vendor of portable computing that isn’t a “phone”.

That’s a big deal no matter the chart. It’s especially a big deal b/c Apple sells basically one device compared to myriad of devices shown in chart.

iOS is one thing.
This is very much the same slide Apple used to talk about the largest phone maker...way back.

Ppl had a meltdown over this slide trying to define phones, OS similarity, vendor, etc. This is what marketing does. NBD. Pie chart of phone sales with Steve Job. Point is Apple is really big.
The challenge is that people didn’t agree on terms then or now. Here are 2017 FY IDCs numbers for WW PC Sales.

You can see in the footnote these numbers don’t include “detachable” computers. That means no Surface Pro/Go/etc but does include Surface Book IDC numbers. Email me.
Here are Gartner numbers which are a bit more rational. It often confuses the press that these numbers are close to IDC even though it is apples to oranges (ha). All this means is that detachable Win x86 PCs are roughly the same as non-detachable Chromebooks or “something”. Gartner number mail me.
As two rules of thumb:

• Desktop PCs are ~40% of WW units, including all-in-ones even if basically laptops.
• Historically research tries split consumer v. business PCs. It’s ridiculous to untangle because the PCs are the same and it’s just channel. Rule of thumb is 60% biz.
That only matters because within Biz PCs, massive numbers are shared use, kiosks, cash registers, and so on. So whether they count as “personal computing” or not might matter to someone. Though iPads increasingly that too! Maturing and growing into legacy markets!!!
So another way to make this same iPad chart would be to just use the 60% rule of thumb (portables) and one can see that Apple iPad would be by far the largest single vendor of any form of portable computer.
Or another way…Apple has 63.5M computer non-phone units. That’s more than HP even with chromebooks I think (without really dealing with teasing out the difference).
This isn’t about cheerleading or fanboi. That’s a silly distillation. It is thinking about scale and impact. And as an ISV, addressability.

The footprint of the platform as a single product that is growing and rapidly innovating is important to the industry.
iOS provides some significant customer benefits that drive this level of adoption and essentially driving the future of portable computing right now, *especially* for business (which is my general focus).
The combination of ARM chipset performance curve, App Store distribution to all of iOS, relative homogeneity of APIs, adoption of new iOS, security of the platform, privacy, and overall quality over time make for a unique value proposition.
So yes the slide was a marketing slide. This was a marketing event. Every vendor does these. I just don’t want to lose the real momentum behind this point. // END

PS: I know I will get some replies on this. It’s ok. I get it. But I’m just sharing.
PS/ Consumer PCs (eg 40% WW units) are about 80% laptops. The rest are all-in-ones and just some desktops or DIY. Consumers have not bought desktops in any large numbers for 10 years.
PPS/ To further shed light on complexity of tracking device sales (and why I am not an analyst) here’s the IDC 2017 numbers for all devices. These can’t be triangulated :-) See report and to figure out definitions.…
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