每经记者：王晶每经编辑：董兴生

北京时间5月7日晚10点整，苹果以“放飞吧（Let Loose）”为主题的线上活动正式举行，在不到40分钟的短暂发布会中，苹果主要对iPad阵容进行了一次重要更新，推出11英寸和13英寸的LCD iPad Air（尺寸最大的iPad Air）、Apple Pencil以及全新11英寸和13英寸OLED iPad Pro机型。值得注意的是，这也是苹果iPad Pro首次配备OLED显示屏，标志着头部厂商在平板电脑中显示技术偏好的重大转变。

DSCC（Counterpoint研究公司旗下子公司）总裁Ross Young认为：“占平板电脑供应商主导地位的苹果转向OLED后，将在2024年推动OLED平板电脑市场的显著增长。”

令人意外的是，此次苹果在新iPad Pro上搭载了最新的M4芯片，而非此前预测的M3芯片，前者AI算力表现更加强悍。此前，由于在自研大模型上进度缓慢，苹果在手机、电脑领域可能会面临落后于竞争对手的风险，但如今iPad成为苹果AI终端率先突围的方向。

苹果iPad产品线迎来更新

苹果最近公布的2024财年第二财季业绩（截至2024年3月30日）报告显示，由于iPad产品线许久没有获得更新（上一次发布要追溯到2022年10月），拖累了销量，iPad业务营收下降17%至56亿美元。

如今，阔别一年多的iPad产品线终于迎来了更新。

苹果方面介绍，本次活动发布新款iPad Pro/Air，其中iPad Pro作为苹果公司的旗舰级平板电脑，每一次更新都备受关注，它拥有11英寸和13英寸两种屏幕尺寸，搭载最新的M4芯片。事实上，近年来，苹果持续通过为iPad配备Mac级别的高性能芯片来推动iPad产品线发展。

据介绍，M4芯片仍采用台积电3nm工艺制程，相较于M3，其主要升级在于神经网络引擎，它的增强将提高机器学习任务的速度，包括视频分析、语音识别和图像处理等，也就是说将大幅提升AI性能。

图片来源：直播截图

除此之外，新款iPad Pro还首次采用了OLED屏。公开资料显示，LCD技术是基于液晶分子的光电性质，能耗较低，在生产成本和大尺寸生产方面相对较优，目前广泛应用于电视、显示器、手机和平板电脑等多种设备中。而OLED技术则是通过一层有机材料发光来显示，能够产生高对比度的图像。不同于LCD，OLED不需要背光，因此可以做得更薄，且能实现更大的视角和更高的对比度，适合高质量视频和动态图像的场景，成为智能手机、高端电视和可穿戴设备的首选。而搭载OLED屏后，苹果将新iPad Pro称为“有史以来最薄的Apple产品”。

国投证券在4月发布的研报中表示，2022年全球笔记本电脑、平板电脑出货量分别为2.86亿台、1.62亿台，其中OLED产品出货970万台，渗透率2.2%，仍有较大的提升空间。不同于小尺寸OLED，中尺寸OLED在生产过程中，异物颗粒对产品的良率影响更大，因此中尺寸OLED在生产过程中良率较低，相应的价格也更加高昂。目前，高昂的定价仍然是制约中尺寸OLED渗透率提高的重要影响因素，也是OLED笔记本电脑和平板市占率不如LED笔记本电脑和平板的主要原因。

供应商方面，DSCC报告显示，虽然苹果新版iPad Pro 11.1英寸的价格更低，但（预计）12.9英寸型号的出货量更高。“这可能是因为11.1英寸型号的面板存在轻微漏光问题，导致三星显示器（SDC）的良品率较低；而LG Display（LGD）是12.9英寸型号的独家供应商，并且还为11.1英寸型号提供了部分供应。因此，LGD预计将在2月至5月的OLED iPad出货量中占65%。”

苹果之外，华为、三星等头部厂商也纷纷加快中尺寸产品向OLED路线切换，这将拉动中尺寸OLED渗透率进入快速增长期。据Sigmaintell预测，2024年全球平板电脑、笔记本电脑中OLED面板渗透率将提升至3.6%、5.7%，2028年有望提升至21.5%、17.9%。

图片来源：每经记者 孔泽思 摄

此外，此次iPad Air也迎来了一些升级，最直观的改变是屏幕尺寸。新款iPad Air拥有11英寸和13英寸两种型号，直接将iPad Air平板尺寸提升到了苹果史上的最大标准。核心配置方面，两个尺寸的iPad Air都将采用传统的LCD屏幕，搭载M2芯片，其CPU、GPU和神经网络引擎比上一代快了近50%。

全球平板电脑市场恢复增长

行业方面，继连续四个季度下滑后，全球平板电脑市场终于恢复增长。

Canalys发布的最新报告显示，得益于消费支出的恢复和全球经济的稳定向好，2024年第一季度，全球平板电脑出货量小幅增长1%，达到3370万台。

具体到厂商方面，虽然去年苹果iPad产品无更新，但今年一季度，苹果以1200万台出货量占据36%的市场份额，仍居于首位，不过同比下滑13.9%；三星同比增长1.2%，位于第二，出货量为680万台。在苹果和三星的激烈竞争之外，华为、联想也在全球平板电脑市场中占据一席之地。得益于中国本土市场和亚太地区的需求，华为连续两个季度位居第三，出货量达270万台，同比增长达70.2%。联想和亚马逊分别位列第四和第五，双方出货量均超过200万台。

Canalys研究经理Himani Mukka表示：“经历较为困难的2023年后，平板电脑行业在2024年取得了开门红，今年后半年将得到进一步的缓解，尽管消费者对于平板电脑的支出长期持谨慎态度，但厂商仍充满信心。新玩家不断投资该领域，头部厂商也不断创新，试图激发消费者的兴趣、推动新的使用案例。”

不过IDC却认为，个人电脑和智能手机的竞争可能会对平板电脑市场的前景造成一定影响，而人工智能功能的引入可能为平板电脑带来类似其他设备类型的潜在优势。

近期，苹果在AI上的布局备受外界关注，人们也期待苹果透露尽可能多的与AI有关的产品更新。如今，从新iPad系列的发布来看，其已经为iPad系列产品指明新的前进路线，即AI。在今年一季度的苹果财报电话会议上，苹果CEO蒂姆•库克也曾罕见透露，公司正在积极开发生成式AI软件功能，将在iOS 18中引入由大型语言模型支持的新Siri功能，而一些尖端的生成式AI功能可能仅限于iPhone 16机型，这些功能将在“今年晚些时候”向客户提供。

每日经济新闻

新闻译文：

Reporter: Wang Jing, Editor: Dong Xingsheng

On the evening of May 7th at 10:00 pm Beijing time, Apple officially held an online event with the theme of "Let Loose". In a brief press conference of less than 40 minutes, Apple mainly made an important update to the iPad lineup, launching 11 inch and 13 inch LCD iPad Air (the largest iPad Air), Apple Pencil, and the new 11 inch and 13 inch OLED iPad Pro models. It is worth noting that this is also the first time Apple's iPad Pro is equipped with an OLED display, marking a significant shift in the display technology preferences of leading manufacturers in tablets.

Ross Young, President of DSCC (a subsidiary of Counterpoint Research), believes that "Apple's shift towards OLED, which dominates tablet suppliers, will drive significant growth in the OLED tablet market in 2024."

Surprisingly, Apple has installed the latest M4 chip on its new iPad Pro, instead of the previously predicted M3 chip, which has a stronger AI computing power performance. Previously, due to slow progress in self-developed models, Apple may face the risk of falling behind its competitors in the mobile and computer fields. However, now the iPad has become the first direction for Apple's AI terminals to break through.

Apple iPad product line welcomes updates

Apple's recently released Q2 2024 earnings report (as of March 30, 2024) shows that due to the long period of lack of updates to the iPad product line (the last release dates back to October 2022), sales have been dragged down, resulting in a 17% decrease in revenue for the iPad business to $5.6 billion.

Now, the iPad product line, which has been separated for over a year, has finally received an update.

According to Apple, a new iPad Pro/Air has been released during this event. As Apple's flagship tablet, the iPad Pro has received attention for every update, with two screen sizes of 11 inches and 13 inches, and is equipped with the latest M4 chip. In fact, in recent years, Apple has continued to drive the development of its iPad product line by equipping it with Mac level high-performance chips.

It is reported that the M4 chip still uses TSMC's 3nm process, and compared to the M3, its main upgrade lies in the neural network engine. Its enhancement will improve the speed of machine learning tasks, including video analysis, speech recognition, and image processing, which will greatly enhance AI performance.

Image source: Live screenshot

In addition, the new iPad Pro also features an OLED screen for the first time. Public information shows that LCD technology is based on the photoelectric properties of liquid crystal molecules, with low energy consumption and relatively superior production costs and large-scale production. It is currently widely used in various devices such as televisions, monitors, mobile phones, and tablets. OLED technology, on the other hand, displays high contrast images by emitting light through a layer of organic materials. Unlike LCD, OLED does not require backlighting, so it can be made thinner and achieve larger viewing angles and higher contrast, making it suitable for high-quality video and dynamic image scenes, making it the preferred choice for smartphones, high-end TVs, and wearable devices. After being equipped with an OLED screen, Apple referred to the new iPad Pro as "the thinnest Apple product in history.".

According to a research report released by Guotou Securities in April, the global shipments of laptops and tablets in 2022 were 286 million and 162 million, respectively. Among them, 9.7 million OLED products were shipped, with a penetration rate of 2.2%, indicating significant room for improvement. Unlike small-sized OLEDs, medium size OLEDs have a greater impact on product yield due to foreign particles during the production process. Therefore, medium size OLEDs have lower yield during the production process and correspondingly higher prices. At present, high pricing remains an important factor restricting the increase in penetration rate of mid size OLEDs, and is also the main reason why OLED laptops and tablets have a lower market share than LED laptops and tablets.

On the supplier side, the DSCC report shows that although the price of the new Apple iPad Pro 11.1-inch is lower, the expected shipment volume of the 12.9-inch model is higher. "This may be due to slight light leakage issues with the 11.1-inch model panel, resulting in a lower yield rate for Samsung Display (SDC); while LG Display (LGD) is the exclusive supplier for the 12.9-inch model and also provides partial supply for the 11.1-inch model. Therefore, LGD is expected to account for 65% of OLED iPad shipments from February to May."

Outside of Apple, leading manufacturers such as Huawei and Samsung are also accelerating their transition from mid size products to OLED, which will drive the penetration rate of mid size OLEDs into a period of rapid growth. According to Sigmantell's prediction, the global penetration rate of OLED panels in tablets and laptops will increase to 3.6% and 5.7% in 2024, and is expected to increase to 21.5% and 17.9% in 2028.

Image source: Taken by journalist Kong Zesi

In addition, the iPad Air has also undergone some upgrades, with the most intuitive change being the screen size. The new iPad Air comes in two models, 11 inch and 13 inch, directly raising the iPad Air tablet size to the largest standard in Apple's history. In terms of core configuration, both sizes of iPad Air will use traditional LCD screens, equipped with M2 chips, and its CPU, GPU, and neural network engine will be nearly 50% faster than the previous generation.

The global tablet market is recovering growth

In terms of industry, after four consecutive quarters of decline, the global tablet computer market has finally resumed growth.

The latest report released by Canalys shows that due to the recovery of consumer spending and the stable improvement of the global economy, global tablet shipments increased slightly by 1% in the first quarter of 2024, reaching 33.7 million units.

In terms of manufacturers, although there were no updates to Apple's iPad products last year, in the first quarter of this year, Apple accounted for 36% of the market share with 12 million units shipped, still ranking first, but a year-on-year decline of 13.9%; Samsung increased by 1.2% year-on-year, ranking second with a shipment volume of 6.8 million units. In addition to fierce competition from Apple and Samsung, Huawei and Lenovo also occupy a place in the global tablet market. Thanks to the demand in the local Chinese market and the Asia Pacific region, Huawei has ranked third for two consecutive quarters, with shipments reaching 2.7 million units, a year-on-year increase of 70.2%. Lenovo and Amazon rank fourth and fifth respectively, with shipments exceeding 2 million units on both sides.

Kamani Mukka, Research Manager at Canalys, said, "After experiencing a difficult year of 2023, the tablet industry has made a good start in 2024 and will further ease in the second half of this year. Although consumers have long been cautious about tablet spending, manufacturers are still full of confidence. New players continue to invest in this field, and leading manufacturers continue to innovate, trying to stimulate consumer interest and drive new use cases."

However, IDC believes that the competition between personal computers and smartphones may have a certain impact on the prospects of the tablet market, and the introduction of artificial intelligence features may bring potential advantages to tablets similar to other device types.

Recently, Apple's layout on AI has received much attention from the outside world, and people are also expecting Apple to disclose as many AI related product updates as possible. Now, from the release of the new iPad series, it has indicated a new path forward for the iPad series products, namely AI. At the Apple earnings conference call in the first quarter of this year, Apple CEO Tim Cook also rarely revealed that the company is actively developing generative AI software features and will introduce new Siri features supported by large language models in iOS 18. Some cutting-edge generative AI features may only be limited to iPhone 16 models, and these features will be available to customers later this year.

Daily Economic News

重点词汇

• 王晶 Wang Jing ; 【人名】Jing Wong

• 北京时间 Beijing Time ; Beijing standard time

• 放飞 fly (a kite) ; allow a plane to take off ; permit the flight (of an airplane) ; release a bird for flight

• 阵容 lineup ; battle array ; battle formation

• 值得注意 notable ; noteworthiness ; noticeable ; remarkable ; worthy of remark

• 平板电脑 ipad ; tablet computer ; Tablet PC ; MID

• 显示技术 LCD ; CRT ; display technology ; ddrt-PCR

• 重大转变 major shift ; material changes ; The Big Switch

• 公司旗 Company Flag ; House flag

句子成分分析：

The latest report released [by Canalys] shows | that [due to the recovery (of consumer spending) and the stable 

improvement (of the global economy)], global tablet shipments increased [slightly] by 1% [in the first quarter (of 

2024)], reaching 33.7 million units.

句子语法结构详解：

(latest 为 late 的最高级形式)

* released 为过去分词，作后置定语。
* shows 为谓语，采用一般现在时。动词采用第三人称单数形式。
* that 为连词，引导宾语从句。
* increased 为谓语，采用一般过去时。
* reaching 为现在分词，作状语。
* the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：

[Recently], Apple's layout (on AI) has received much attention from the outside world, || and people are [also] expecting 

Apple to disclose || as many AI related product updates as possible.

句子语法结构详解：

* received 为谓语，采用现在完成时。
* and 为并列连词，连接并列句。
* expecting 为谓语，采用现在进行时。
* to disclose 为不定式，作宾语补足语(或称复合宾语)。
* 第1个 as 为连词，引导状语从句。
* related 为谓语，采用一般过去时。
* has, are 为助动词。Apple's 为名词所有格。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

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