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这是 Economist Espresso 栏目的第48篇精选文章：
Back to school: Apple
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Back to school: Apple
The technology giant will announce a new, low-cost iPad today, aimed at schools. Sales of iPads have stagnated in recent years, despite the launch of the business-friendly “Pro” range in 2015. The overall market for tablets has also been struggling, shrinking by 7% in 2017.
With the new model, expected to cost around $260, Apple is refocusing on the global education-technology market, which generated revenues of almost $18bn last year.
However, it faces a battle to win back market share from its cheaper rivals, Google and Microsoft, which have been more successful at getting cheap laptops and tablets into cash-strapped schools in recent years.
In 2014 Apple accounted for almost half such devices in American classrooms; its share has since fallen to around one-fifth. It is promising to introduce “creative new ideas for teachers and students”. Apple will need to deliver, if it wants to stop getting pipped: yesterday Google presented its first Chromebook tablet.
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