Apple's tablet lead shrinks as Android gains momentum

Samsung closed the gap with Apple on tablet shipments in the third quarter, IHS and IDC say

Apple's once-dominant lead in the fast-growing tablet market is shrinking as buyers move to Android tablets, which are cheaper and available in different sizes, according to separate research released by IHS and IDC .

Tablet shipments during the third quarter this year totaled 47.6 million units, growing by 36.7 per cent compared to the same quarter last year, according to IDC. Android tablets drove the growth, while Apple's iPad shipments were flat and Windows tablets continued to struggle.

Apple maintained the top spot in tablet shipments, totaling 14.1 million iPads during the quarter, growing by just 0.6 per cent compared to the previous year. The company's tablet market share fell to 29.6 per cent during the third quarter, down from 40.2 per cent a year ago.

The current tablet market share of 29.6 per cent is Apple's lowest to date, IDC said. Research firm IHS pegged Apple's third-quarter market share at 29.7 per cent.

Apple's tablet shipments slowed due to a delay in product launches to the fourth quarter from earlier in the year. But the company is poised to regain market share with the new iPad Air and iPad Mini with Retina display, which will start shipping in November.

"With two 7.9-inch [iPad Mini] models starting at [US]$299 and $399, and two 9.7-inch models starting at $399 and $499, Apple is taking steps to appeal to multiple segments," said Jitesh Ubrani, IDC research analyst, in a statement.

Samsung was the biggest beneficiary of the growth in Android tablets, holding 20.4 per cent market share during the third quarter, up from 12.4 per cent a year ago. The South Korean company's tablet shipments totaled 9.7 million units, growing by 123 percent compared to last year. Asustek was in third place with shipments up 53.9 per cent to 3.5 million. Lenovo was in the fourth spot, with tablet shipments of 2.3 million, growing by a whopping 420.7 perc ent. Acer was in fifth place, with quarterly shipments growing by 346.3 per cent.

While Apple is the solo tablet vendor with iOS, the sheer volume and spate of sub-$250 tablets has made Android a leading tablet OS, said Rhoda Alexander, director of tablet research at IHS.

"The erosion in Apple's unit shipment market share was inevitable," Alexander said in a statement.

Samsung took some cues from its smartphone market and expanded its tablet offerings at different prices, Alexander said. But the low margins of Android devices have hurt the profits of tablet makers.

"Cheaper almost always wins the volume race, and competitors were quick to adjust pricing when it became clear that it was impossible to achieve anything close to Apple's unit growth at the same price level," Alexander said.

The overall installed base of Android tablets received an assist from a group of "other" small tablet vendors, which held the single largest market share in the IDC and IHS surveys. The group includes regional tablet vendors in China that ship sub-$100 tablets with 7-inch screens, cheap components and older versions of Android. Tablet shipments from that group totaled 16.8 million units according to IDC, and 16.4 million according to IHS.

The return rates on those cheap tablets are high, and the devices don't last too long. The cheap tablet business model is not yet proven, analysts said.

"Shipments alone won't guarantee long-term success. For that you need a sustainable hardware business model, a healthy ecosystem for developers and happy end users," said Tom Mainelli, research director of tablets at IDC.

Agam Shah covers PCs, tablets, servers, chips and semiconductors for IDG News Service. Follow Agam on Twitter at @agamsh. Agam's e-mail address is agam_shah@idg.com

Join the Good Gear Guide newsletter!

Error: Please check your email address.

Tags Applehardware systemsSamsung Electronicstablets

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Agam Shah

IDG News Service

Most Popular Reviews

Follow Us

Best Deals on GoodGearGuide

Shopping.com

Latest News Articles

Resources

GGG Evaluation Team

Kathy Cassidy

STYLISTIC Q702

First impression on unpacking the Q702 test unit was the solid feel and clean, minimalist styling.

Anthony Grifoni

STYLISTIC Q572

For work use, Microsoft Word and Excel programs pre-installed on the device are adequate for preparing short documents.

Steph Mundell

LIFEBOOK UH574

The Fujitsu LifeBook UH574 allowed for great mobility without being obnoxiously heavy or clunky. Its twelve hours of battery life did not disappoint.

Andrew Mitsi

STYLISTIC Q702

The screen was particularly good. It is bright and visible from most angles, however heat is an issue, particularly around the Windows button on the front, and on the back where the battery housing is located.

Simon Harriott

STYLISTIC Q702

My first impression after unboxing the Q702 is that it is a nice looking unit. Styling is somewhat minimalist but very effective. The tablet part, once detached, has a nice weight, and no buttons or switches are located in awkward or intrusive positions.

Latest Jobs

Shopping.com

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?