NEW YORK ( TheStreet) -- Talk about a heat wave. With no cool down in sales in the forecast, Apple ( AAPL) raised its iPad production rate above 2 million for July. Apple has ordered its Taiwan manufacturing partners to boost iPad output to between 2.3 million and 2.35 million this month, according to a DigiTimes report Tuesday.
The move comes as iPad sales topped 3 million late last month, just 80 days after the tablet device made its dazzling debut. The initial success of the iPad disproves the notion that consumers had little need for a gadget that fit awkwardly between a smartphone and a notebook. But even if the iPad is a toy, it seems to be a popular one. Some analysts have questioned whether the iPad's popularity would flash brightly and then fade as sales struggle to reach a mass market buyer, beyond Apple's loyal core of fanatics. Analysts have estimated that Apple will sell between 6 million and 10 million iPads this year. Apple shares were up 1%, or $3.02, to $249.96 in premarket trading Tuesday. --Written by Scott Moritz in New York.