∞ RIM slashes PlayBook sales targets

It just keeps getting worse for RIM, but when you rush a product to market that isn’t finished, you have to expect a backlash.

[ad#Google Adsense 300×250 in story]RIM has reportedly lowered the internal sales estimates of its PlayBook tablet after slower than expected sales. DigiTimes reports that targets have gone from 2.4 million units for the second quarter to as low as 800,000 units.

During its fiscal first quarter, RIM announced shipments of 500,000 PlayBooks. I’ll stress again, those are shipments from RIM to the channel — that doesn’t mean that they actually sold all of those tablets. For all we know, they could be sitting on retailer’s shelves.

RIM didn’t get a full quarter to sell its PlayBook, but as a point of comparison, during Apple’s second fiscal quarter reported in April, it sold 4.69 million iPads.

[Via BGR]

  • Marv08

    Hm, Apple only sold “only” 4.69 mil. iPads (actually even some more, as they reduced channel inventory), because they could not make more. Most estimates point to between 7 and 8 million for the current quarter.

  • Anonymous

    mehh, it’s disappointing that you have such an agenda on your blog. Playbook sales are on par or better than Xoom.

    Some people like the playbook and Blackberries why does it bother you so much?

    • RIM was once a good company, but the CEOs have driven it into the ground. They have no strategy to speak off and I think they lie to their consumers. I believe they need to be called out on these things and I do it.

      • I think the ‘RIMplosion™’ will be epic; the term will be taught in business school alongside other notable gaffes such as ‘Osborne’ and ‘Enron’ and ‘New Coke.’

    • Anonymous

      I do think The Loop are pretty harsh on Blackberry, but someone has to do it. I’m pretty sure the lack of Android tablets sales has been documented here also. If this was Apple’s sales numbers the blogosphere would be celebrating on the streets. I remember the gleeful boasting about the Playbook vs iPad that RIM did in the past. I’m sure Jim would be happy to praise RIM when and if they get something right in the future, even if it doesn’t seem very likely at this point.

      • I would gladly praise RIM if they did something right. I’ve praised WebOS and other competing products too.

    • Robster

      Well Kiddo,

      While no doubt, some people do like the Playbook and Blackberries. Jim Dalrymple does not deny this. I believe that in this article, Dalrymple is responding to claims made by Jim Balsillie (co-CEO of RIM) such as:

      “For those of us who live outside of Apple’s distortion field, we know that 7″ tablets will actually be a big portion of the market and we know that Adobe Flash support actually matters to customers who want a real web experience.”


      “We also know that while Apple’s attempt to control the ecosystem and maintain a closed platform may be good for Apple, developers want more options and customers want to fully access the overwhelming majority of web sites that use Flash. We think many customers are getting tired of being told what to think by Apple.”

      RIM has introduced the product that matters to customers, (a 7 inch tablet that runs Flash). And now in the second quarter of availability they are reducing sales forecasts from 2.4 million to only 800,000?

      Kiddo, don’t kid yourself. The Playbook simply isn’t becoming “a big portion of the market” and customers don’t seem to be demanding Flash.

      • BehrTek

        SPOT ON! All the BS about “needing Adobe’s Flash” seems to miss the main problem of most Flash “experiences” require a pointing mouse AND a keyboard at the same time. The bottom line is Adobe’s Flash is NOT designed for a touch screen interface! Not to mention how buggy Flash is.

    • “…on par or better than Xoom.”

      As John Gruber likes to put it, you’re grading on a curve. Participants don’t get a trophy just for showing up.

  • Nobody said the Xoom was some magical device either…  The iPad is a success.  The numbers don’t lie.  The application selection is real.  The app store success is real.  Why can people not accept this?

    I’m not an Apple fanboy.  I will buy whatever tablet is best and for my money, that is currently the iPad.

  • These guys just keep digging themselves deeper. Reminds me of a certain PR guy.

  • Anonymous

    The business mobile market is RIM’s to lose and right now they’re doing a pretty good job of doing just that. The thrashing and delusion is amazing to watch. There’s seems to be a lack of accountability somewhere at RIM for these mis-steps to keep coming at this rate. I think Jim is right to call them out on it. Somebody has to. If we just took their press releases and CEO babble at face value then we’d be a party to the delusion. I don’t think he’s being overly harsh on them. Just pointing out the craziness. IMHO he’s doing their shareholders a valuable service. Forewarned being forearmed, etc…

    • silencets

      If you still own RIM stock, then you would have to be pretty blind for the past couple years.

      I’m waiting for the below 10 a share price point. When it gets to between 10 and 5, someone might pull trigger for the nameplate.

  • Craig R

    Interesting comments all. I am sure the smart phone and pads will in the end tells us who has the best working models from the hardware feel to the supporting software. Then the sales numbers will be the winners PR.