Apple Tablet Market Sizing: European iPad Unit Sales for 2019

How many iPads were sold across Europe during 2019? You cannot look anything up, so build the estimate from assumptions you state and explain out loud, and finish with one figure and a check on whether it is plausible. ```hint Buyers this year or devices in use You can build from the people likely to buy a tablet this year, or from the iPads already in use and how long people keep them. Either way, segment where ownership differs a lot. ``` ### Clarifying Questions - Which countries count as Europe: the EU only, the EU plus the UK and other non-EU Western countries, or the whole continent including Russia and Turkey? - Should the count include only new iPads, or also refurbished and second-hand ones? - Do purchases by businesses, schools and public bodies count, or only consumer purchases? - Does 2019 mean the calendar year or Apple's fiscal year? ### What a Strong Answer Covers - A clear scope (geography, new versus used, which buyers) agreed before any math. - An equation that reflects how tablets are actually bought, separating the size of the base from how often it is replaced. - Segmentation where it changes the answer, such as income level or consumers versus organizations, with every assumption labeled and rounded. - Correct arithmetic carried through to one final number. - A sanity check from an independent angle, plus which assumptions move the answer most. ### Follow-up Questions - Which assumption is your estimate most sensitive to, and how would you check it with a day of desk research? - How would your estimate change for 2020, when many people started working and studying from home? - How would you turn your unit estimate into an estimate of Apple's iPad revenue in Europe?