Anna Campos, senior vice president of strategy and digital production, said the company’s growth was a result of the increased amount of people who have access to the device and that the new and old versions both look and work well. “When we released the new version, we had over 30,000 people sign up online,” Campos said in a phone interview. “So, it definitely wasn’t just us in the tablet space. Every brand is putting devices out and, to their credit, they’re getting results.”

A new generation

While the iPad has sold more than 7 million units since the first iteration, the industry has also grown more saturated in terms of software and software development since the iPad 2 debuted a year ago. That means not every product is in a constant state of development.

Lipkowitz said some of his devices have been stuck on the shelf almost completely because new iPhones haven’t come to market yet. Those who are waiting for new software to make their iPad apps are getting a good result, he said, but the apps themselves are often more polished for the new iPad than they were for their iPhone predecessors.

“This is the first generation of the iPad that is really a platform,” he said. “This is the first generation of the device where it is much more cohesive than before.”