Apple still rules global tablet market, but continues to lose share

Global tablet shipments reached 55.2 million units in Q3 2014, up 6 percent from 52.0 million in Q3 2013. Although they are still some distance behind market leaders Apple and Samsung, both Lenovo and Asus are demonstrating that innovative form factors provide sufficient product differentiation to drive shipments.

Android further consolidated its global market share, reaching an all-time high of 72 percent share of the tablet market, according to preliminary data of Strategy Analytics.

[caption id=“attachment_79357” align=“alignleft” width=“380”]  Representational Image. Getty Images[/caption]

Windows also reached its highest level of market share at 6 percent as more models became available from traditional PC vendors and with a full quarter of Microsoft Surface Pro 3 availability.

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Tablet service director, Peter King said,“The momentum is building in the enterprise and vertical markets. Future tablet growth will depend on enterprise-class devices used for productivity rather than media consumption. Microsoft just recently announced it is putting its full and sustained support behind the ongoing Surface programme and the partner vendors are also supporting Windows tablets. The next iteration, Windows 10 is expected to drive tablet shipments even further.”

“White box manufacturers continue to contribute a large percentage of the Android market share by offering a wide range of tablets in a wide range of screen sizes, connectivity and price points, simultaneously improving quality and specifications,” he added.

“Apple’s 12.3 million shipments declined 13 percent annually and 7 percent sequentially; with few consumers in the developed countries feeling the need to upgrade to the latest product which offer minor changes. Newly announced iPad Air 2 and Mini 3, plus the retention of older models at lower price points, will stimulate sales in the coming quarters by providing essentially a wider range of iPad availability in terms of price and specifications. However, growth rates will remain muted until new form factors are introduced. We believe Apple will win back meaningful high-end market share during the final months of the calendar year,” added Matt Wilkins, director, Tablet Service.