Apple's tablet market share shrinks 6%, but still No.1

The worldwide tablet grew 11.5 percent year over year in the third quarter of 2014 with shipments reaching 53.8 million units, according to preliminary data from IDC. Despite a continued shipment decline for its iPad product line, Apple maintained its lead in the worldwide tablet market, shipping 12.3 million units in the third quarter.

“Apple, during its earnings call, noted that the iPad’s lifecycle is extending. Combined with consumer anticipation and the release of the latest iPhones, IDC saw a decline in overall iPad shipment volume in 3Q14. Although Apple has recently updated and expanded its iPad lineup to its widest offering ever, IDC still expects 2014 to be the year of the iPhone.”

Samsung held its number two position on the market with 9.9 million units shipped, capturing an 18.3 percent market share in the third quarter. “Samsung has slowly begun to focus on markets like North America and Middle East and Africa (MEA), where low-cost Asian vendors haven’t been able to gain a foothold just yet. Although Samsung’s share declined slightly compared to last year, it was able to experience 5.6 percent growth.”

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ASUS was able to leapfrog Lenovo to land itself in the number 3 spot. Much of this gain was fueled by Windows-based 2-in-1 devices as ASUS continues to offer some prominent models at highly competitive prices. The vendor regained its number three position with 3.5 million units and 6.5 percent share of the market.

Lenovo fell back to the number 4 position with 3 million units. It is worth noting that Asus and Lenovo traded the positions they held in 2Q14.

The top 5 was rounded out by RCA, which achieved its position by shipping 2.6 million units primarily in one country, the US. Market share for the vendors outside the top 5 continued to outgrow the market, representing 41.8 percent of total tablet shipments in 3Q14.

“Although the low-cost vendors are moving a lot of volume, the top vendors, like Apple, continue to rake in the dollars,” said Jitesh Ubrani, Senior Research Analyst, Worldwide Quarterly Tablet Tracker. “A sub-$100 tablet simply isn’t sustainable-Apple knows this-and it’s likely the reason they aren’t concerned with market share erosion.”