Can Apple Retain its Dominance in the US Education Market?

US education with Apple

Chicago public high school hosted an event where Apple said its planning to launch economically-priced devices and initiatives for restoring the market share across America’s schools.

The tech-giant would offer a new 9.7-inch iPad, which will be consonant with its Pencil drawing stylus that formally ran on only the higher-priced iPad Pro. Last year, Apple reduced the price it charged from schools for the low-priced tablet to $299, a diminution of $30 from the user price. At the event, Apple also declared that Logitech, a Swiss computer accessories manufacturing company, will launch a $49 drawing stylus as an alternative to Apple’s $99 Pencil.

The year 2012 marked as the downfall of Apple as it started falling behind in the educational hardware market for kindergarten students till 12th grade. As per a report by UK-based Futuresource Consulting, seller of market research studies to Apple and other tech companies, in 2012 Apple sold 52 per cent of all mobile computing products to K-12 schools in the US. But in 2017, Apple could retain only 15 per cent of that market share. In fact, Chromebooks manufactured by Samsung, Acer, and other firms are dominating the market, with 58 per cent of the market share. Windows machines stood at second position with 22 per cent.

Apple’s vice president for marketing, Greg Joswiak, said that Apple will launch a Smart Annotation tool, which will allow the teachers to mark papers while students take notes. This tool would be a challenge to Google, whose widely-used Google Docs facilitates co-action between teachers and students in real time.

“The iPad is this beautiful device that has had a lot of problems in schools,” said Rob Waldron, CEO of Curriculum Associates, a Boston-based educational software company that makes online products for K-8 students in US public schools. However, Google and Microsoft have never had such issues. What is the probability of Apple making its hold again in the US education market?




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