During Apple’s earnings call last week, CEO Tim Cook highlighted the importance of the company’s partnership with Wal-Mart by noting that the retailer is “an increasingly more substantial partner in the iPad space… and an evolving partner on iPhone. And so we’re working with them and enjoy working with them and hope to continue expanding.”
As it turns out, to say that Wal-Mart is increasingly substantial for iPad sales may be an understatement. A new report from Consumer Intelligence Research Partners, a market research firm, finds that Wal-Mart now accounts for more than a tenth of all iPad sales. By comparison, Apple’s website and stores account for 26% of iPad sales.
These number is based on a survey conducted in February of customers who had purchased an iPad in the last 90 days.
Wal-Mart clearly has the potential to get the iPad into more homes, but there is a downside to the retailer taking up a bigger share of the iPad market. As CIRP points out, this drives down the average selling price of iPads “since Apple needs to allow retailers like Wal-Mart a reasonable gross profit.”
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