Simplicity is at the essence of Apple. So it was all the more surprising when Apple announced on October 16th that it would be offering five distinct iPad product lines this Holiday season.

With the introduction of the iPad Air 2 and the iPad Mini 3 to an existing lineup of iPads, Apple drifted further away from its ethos of simplicity and reached a new milestone: 66 unique permutations (SKUs) of the iPad product.

Although this rise in product complexity has had no discernable impact to Appleā€™s bottom line—Apple released its best ever Q4 financial results last week—a deeper dive into the financial fine print reveals a 12.6% decline in year-over-year iPad sales and shrinking margins , both disturbing trends.

So, is it time for Apple to rethink its iPad strategy and re-embrace simplicity?

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