As iPad Turns Five, Enterprise Hook Still On Apple Partners' Birthday Wishlist

On April 3, 2010, Apple released its then-mysterious tablet, the iPad, expediting the popularity of tablets in the consumer market.

Five years later, however, Apple partners are growing impatient at Apple's seemingly lukewarm attitude toward establishing the iPad in an enterprise market where others, such as Microsoft's Surface Pro series and Lenovo's Yoga Tablet series, have excelled.

"iPads need to evolve more ... they keep getting lighter and smaller, but that doesn't make a big difference for businesses," said Michael Hadley, CEO and president of Boston-based partner iCorps Technologies. "We're seeing a slowdown on sales for the existing types of consumer tablets, and Lenovo and Microsoft's types of devices with enterprise features are what will push the market forward."

[Related: 10 Milestones Paving The Way To The iPad's Fifth Birthday ]

Apple buffed up the succeeding generations of the original 9.7-inch iPad with lighter, thinner designs and more consumer-oriented features, like FaceTime capabilities, front and back-facing cameras and Retina display facets.

But Apple lacks key mobile management and productivity capabilities in its operating system, iOS, while Windows-based tablets build an intricate ecosystem for enterprise customers, said Hadley.

"Think about the difference with Surface Pro and Yoga tablets," he said. "Think of Microsoft's Office 365 management capabilities. They're not just building devices; they're building the entire enterprise ecosystem. Apple's iPad remains a more consumer-based tablet."

Microsoft's Surface Pro series offers enterprise-class security and manageability features entwined in its Office 365 productivity tools and business-based software.

Meanwhile, Lenovo's durable 2-in-1 ThinkPad Yoga series puts similar pressure on iPads in the enterprise space with the tablet's durability and array of features, such as a lift-and-lock keyboard and built-in Pico projector for presentations.

"People need to be able to create content on an iPad, which is not easy to do," said Jeff Dettloff, president and CEO of Providence Consulting, a Lansing, Mich.-based Apple partner, which was recently recognized on CRN's 2014 Next-Gen 250 list. "The iPad is more of a consumption device, allowing users to read and look through email, but not to create content. Users can't create a book or invest in security without paying for other things. If Apple can build features into the tablet and make it a true productivity tool, that would be a good solution."

Apple's iPad has been the black mark on the Cupertino, Calif.-based company's otherwise stellar device sales history.

The company's tablet sales first began to drop in 2014, as market research firm IDC reported iPad shipments declined 14.6 percent from 2013 to 2014, while Lenovo's more enterprise-friendly tablet line shot up 43.5 percent for shipment volumes over the year.

Despite a slow start, Apple recently has made more attempts to push its tablets into the enterprise space. Apple and IBM partnered in December for their MobileFirst for iOS agreement, in which IBM would sell iPads, as well as iPhones, with industry-specific solutions to business clients worldwide, opening up enterprise opportunities for the iPad.

Though the company has gained a slew of enterprise apps through this partnership, Apple's tablets themselves lack these enterprise-focused apps due largely to the company's positioning as a consumer manufacturer.

"Apple has a huge app development community, but the community is focused on making the next best app," explained Stephen Monteros, vice president of business development and strategic initiatives at SigmaNet, an Ontario, Calif.-based Apple partner. "Apple's population is largely consumers, so that's where app developers can make most of their money. I think Apple can make some investments directly in their enterprise apps."

Meanwhile, Apple is reportedly delaying the production of its newest iPad, dubbed the iPad Pro, as the company explores new enterprise-related avenues for the model, according to a Bloomberg report.

While some partners are frustrated by the missed opportunities in the enterprise for iPads, others think the lack of enterprise features are just part of Apple's widespread focus on the consumer market.

"Apple has always been in the consumer market ... the market wouldn't go anywhere if Apple focused solely on business," said Michael Oh, CEO of Tech Superpowers, a Boston-based Apple partner. "I think they're trying to focus on their consumer experience, and succeeded in saturating the consumer market."

PUBLISHED APRIL 3, 2015