Last week Tim Cook commented on the importance of Apple’s partnership with mega-retail chain Wal-Mart.
"[Walmart] is an increasingly more substantial partner in the iPad space... and an evolving partner on iPhone. And so we're working with them and enjoy working with them and hope to continue expanding." — Tim Cook
CIRP culled the numbers from a February survey of customers who had purchased an iPad in the last 90 days. Demographics of the sample size were not given. Also, the Amazon number is likely disingenuous considering Amazon isn’t even an authorized reseller, Amazon’s partners are selling it.
Business Insider made the observation that while Wal-Mart has the potential to get the iPhone into more homes, this also drives down the average selling price of iPads. This happens because Apple needs to let Wal-Mart and similar retailers take a reasonable gross profit from each purchase.
So far that “reasonable gross profit” hasn’t stopped Apple from beating financial analysts' quarterly estimates with aplomb.
Source: Business Insider