June 5, 2025 – Within Apple’s product ecosystem, the iPhone has long reigned as its flagship device. However, recent findings from a newly released study highlight that the iPad is emerging as a standout performer, rivaling the iPhone in popularity and even surpassing the Mac in user adoption.
Market research firm CIRP recently conducted a survey of Apple users to assess the market performance of the company’s three core products: the iPhone, iPad, and Mac. The data reveals that while the iPhone remains Apple’s most beloved device—with 94% of recent Apple customers owning at least one—the iPad’s adoption rate is nothing short of remarkable. At 78%, its ownership trails closely behind the iPhone, whereas the Mac’s user base lingers at just 36%, a significant gap compared to its counterparts.
CIRP’s research also uncovered that 74% of respondents own both an iPhone and an iPad, a subset that accounts for nearly the entirety of iPad users. Meanwhile, only 30% of users possess all three devices—iPhone, iPad, and Mac—a statistic driven largely by the Mac’s comparatively limited reach among Apple’s customer base.
Despite its lower price point relative to the iPhone, the iPad’s 78% ownership rate is particularly striking, more than doubling the Mac’s user share and underscoring Apple’s success in the tablet market.
While the iPad’s high adoption suggests strong market appeal, questions linger about its actual usage patterns. Some analysts speculate that a portion of iPad devices may remain underutilized in daily routines. Nevertheless, the device’s versatility and portability position it as a tool with vast potential across diverse use cases. Looking ahead, CIRP has indicated plans to explore iPad usage habits further, aiming to shed light on the tablet’s true role within users’ lives.
