From Jason Snell’s transcript of Tim Cook during the company’s Q3 2015 earnings call:

I am still bullish on iPad, with iOS 9 there’s some incredible productivity enhancements coming in with Split View and Slide Over and Picture in Picture, these things are incredible features. The enterprise business is picking up and more and more companies are either contracting for or writing apps themselves.

And I believe that the iPad consumer upgrade cycle will eventually occur, because as we look at the usage statistics on iPad, it remains unbelievably great. I mean, the next closest usage of the next competitor, we’re six times greater. And so these are extraordinary numbers. It’s not like people have forgotten iPad or anything, it’s a fantastic product.

I’ve said it right after the first beta of iOS 9 and I can only reiterate this after four betas and now that I’m playing with some iPad apps with new features: iOS 9 is a game changer on the iPad. There are several touches on iOS 9 for iPad that feel like Apple is truly optimizing for this device now. It’ll be interesting to see the effect of new iPad software and hardware on sales next year.