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How Apple Is Gearing Up for Education Market


Apr. 10 2018, Updated 8:01 a.m. ET

Apple launches new iPad

Apple (AAPL) recently unveiled its new version of the iPad tablet along with the Apple Pencil at an education-focused event in Chicago on March 27. Apple also reported that its new low-cost tablet is targeted at students and teachers and will come with new software that can support powerful AR (augmented reality) apps.

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Features of Apple’s iPad

Apple’s new 32 GB iPad has a 9.7-inch retina display with a higher-resolution touch sensor to enable support for Apple Pencil for users to take down notes quickly. The new sixth-generation iPad also features A10 Fusion chip, advanced cameras, and sensors, which makes its performance better than the fifth-generation 9.7-inch iPad. The addition of Apple Pencil in the low-priced iPad model makes the iPad attractive as earlier only the higher-priced iPad Pro models had Apple Pencil support.

The price of the new Wi-Fi-enabled device is $329 in the US. The Wi-Fi plus cellular model costs $459. Apple Pencil can be purchased for $99. However, for schools, Apple is pricing its new iPad as low as $299 and the Apple Pencil for $89. The new iPad is available in more than 25 countries currently and will be made available in more countries by May 2018.

Growing education market in the US

The edtech sector is currently dominated by tech giant Google (GOOGL), followed by Microsoft (MSFT) and Apple. According to Recode and data compiled by Futuresource Consulting, Apple used to lead the edtech market in 2012. However, its market share fell from 52.2% in 2012 to 19.3% in 2017. On the other hand, Google’s share grew from 5.2% in 2012 to 59% in 2017. Amazon’s (AMZN) cloud platform, Amazon Web Services, is also competing in the education technology market for replacing physical storage.


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