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RIM drops BlackBerry PlayBook sales goals by more than half

updated 10:05 am EDT, Wed June 22, 2011

RIM PlayBook target drops from 2.4m to 800K

RIM has quietly cut its sales expectations for the BlackBerry PlayBook after its disappointing sales from the spring, those in the supply business said Wednesday. It had planned for as many as 2.4 million of the tablets in its summer quarter but had now pared that back to between 800,000 and 900,000 units. Digitimes claimed RIM had an optimistic prediction of 2.4 million PlayBooks for its most recent quarter but, at 500,000 units, wasn't going to reach its next goal.

Analyst predictions were right as RIM had shipped about 40,000 to 50,000 PlayBooks on launch, according to the tips. However, enthusiasm quickly petered out and was lower than RIM had anticipated.

The mismatch between goals and reality was likely to compound an already bad situation for RIM, which saw its phone shipments drop over 11 percent in one quarter and is already forecasting as much as a 16 percent decline again in the summer. It may lean most of its hopes on 3G and 4G PlayBooks arriving in the fall.

Despite the lowered expectations, RIM was still the frontrunner in a marginal market for tablets outside of the iPad. Motorola shipped half as many Xooms as RIM did PlayBooks. Acer, once thought to be more successful among Android tablet makers, cut its 2011 goals in half to where it may ship at most three million Iconia Tabs all year.

Current rivals are estimated to be shipping between 100,000 to 200,000 units a month where Apple is so far receiving millions.

By Electronista Staff


  1. lkrupp

    Junior Member

    Joined: May 2001


    Bad year for the haters...

    2011 so far has been really bad for Apple haters. The bad news just keeps on coming. They thought they had a winner in the recent AAPL price drop only to see it come roaring back with a $10 jump. They've pinned thier hopes on so many "iKillers" only to see them fizzle. Now comes this news. How many more hits can they take?

  1. iphonerulez

    Dedicated MacNNer

    Joined: Nov 2008


    Analysts are idiots trying to hype non-Apple table

    There's two tablet markets out there. Apple's iPad market and the non-Apple tablet market. Apple completely owns one and all non-Apple tablet vendors have to share space with each other which leaves a very small piece of the pie to fight over. How reasonable would it be for all those non-Apple tablet vendors to all sell a huge amount of tablets? Each non-Apple tablet vendor will only be able to sell fractional amounts to what Apple is selling and that honestly won't be enough to net those vendors a lot of money. Look for many of the vendors to just give up when they finally realize that they're barely going to make enough money to cover the cost of R&D.

  1. BigMac2

    Forum Regular

    Joined: Dec 2000


    Near end...

    Last week, news reported how RIM shipped twice much Playbook than Motorola. Today news gave opposite prognostic of Playbook health. We all see this coming, never trust shipped numbers, when company avoid to give real numbers that matters it's because there is some ugly thing to hide.

  1. qazwart

    Fresh-Faced Recruit

    Joined: Apr 2001


    Here is what other Tablet Makers Should Be Asking

    Why should someone by this tablet over an iPad?

    That means if I am interested in a tablet, I am already thinking "iPad". The other manufacturers must create a product so amazing that will stop me while on my way to the Apple store, and buy their tablet.

    That means you have to make a product that is obviously superior to the iPad in either performance, price, and/or features. The Xoom was more expensive, had lousy software, no apps, and looked like it was built on the cheap.

    The Samsung Galaxy Tab 10 is a tiny bit lighter, and is well made, but the hardware doesn't blow the iPad out of the water. Softwarewise, the Galaxy simply is not in the same class as the iPad.

    7" form factor may help. Cheaper price. At $270, the 7" Nook is a good candidate, but it's not officially supported (although quite hackable), and Android phone based apps don't quite display correctly.

    From what I've seen so far, the other tablet makers are 18 months behind the iPad softwarewise, and most are that far back hardwarewise (the exception being Samsung's Galaxy). iOS 5 and an upcoming iPad 3 will make the situation even worse for them.

    They've got to buckle down and set their goals high if they want a chance in this market.

  1. dpicardi

    Forum Regular

    Joined: Sep 2006


    it ain't about the specs...

    It's about usability. and none can come close to the seamless UI and app available on the iPad.

    The playbook's specs are in many ways superior to the iPad. but it is horribly crippled unless it is married to a RIM Phone. The crazy thing is the Execs at RIm thought this was a benefit. No one else did. Horrible R&A job by them before bringing it to market.

  1. Foe Hammer

    Fresh-Faced Recruit

    Joined: Feb 2005


    RIM drops BlackBerry PlayBook sales goals

    RIM should just drop the BlackBerry PlayBook. Of course, maybe RIM should just drop.

    Never confuse Research In Motion with research in action. Unless you mean research inaction.

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