It hasn’t been a good year for the iPad. Competition is rising. Sales are falling. Laptops are getting lighter, phones are getting bigger, and the opportunities for real innovation are shrinking, which is one of the reasons the new crop of iPads Apple introduced last week are getting tepid reviews.
So our ears perked up during Monday’s earnings call when Tim Cook was asked about “weakness” in the iPad business.
He was a tad defensive — Apple had just reported its third quarter of negative iPad sales growth in a row — and he delivered a long, thoughtful answer.
For students of the company, it was a rare look at how an operations-oriented CEO views the arc of a mobile product in a fast-changing market.
For those who missed it — or missed some of the details — here’s the transcript, via Seeking Alpha: