Estimate the number of iPads sold in Europe in 2019.

Interesting! I would like to start by clarifying a couple of questions:

1. What countries do you include in your definition of Europe? I assume you do not include Russia - most of it located in Asia - and that you're not limiting it to the EU, but all countries in Europe. I believe that would be about 500 Million residents.
2. You can sell an iPad directly from Apple or sell it between individuals or in marketplaces as a second-hand device. I assume we're only including direct sales from Apple.

Ok, now that we clarified that, let's get started with the estimation. I assume tablets are purchased for the household and used mostly as a shared device.

Nr of iPads sold in Europe in 2019 = Nr of households in Europe in 2019 * % of households purchasing a tablet in 2019 * iPad market share in 2019

Nr of households in Europe in 2019 = 500 M / ~3 people per household = 167 M

I would break it down by family income level because the iPad is a premium device, and tablet purchase is also correlated with income level.

Nr of iPads sold in Europe in 2019 = 167 M * 23.2% = 38 Million

This number seems a bit high to me. I think there are a few assumptions I would revise.

• I could be overestimating Apple's market share of the European market given that Android has a much stronger presence in terms of smart phones. People like keeping devices in the same platform, so Apple's market share of tablets in Europe is probably significantly lower.
• The second aspect I would do more research on is the % of households purchasing an iPad in 2019. I believe the refresh rate of tablets is significantly lower than smart phones. This could result in a lower estimation.