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iPad's Share of Tablet Shipments Falls to 50% in 3Q 2012

Research firm IDC today released its preliminary estimates of worldwide tablet shipments for the third quarter of 2012, finding that several Android tablet manufacturers saw very strong growth as Apple stagnated during the lead-up to the iPad mini launch. As a result, Apple's share of the market fell to 50.4% from 59.7% in the year-ago quarter and 68.2% in the second quarter of this year.
"After a very strong second quarter, Apple saw growth slow as both consumer and commercial (including education) shipments declined, and rumors of a forthcoming iPad mini began to heat up," said Tom Mainelli, research director, Tablets at IDC. "We believe a sizeable percentage of consumers interested in buying an Apple tablet sat out the third quarter in anticipation of an announcement about the new iPad mini. Now that the new mini, and a fourth-generation full-sized iPad, are both shipping we expect Apple to have a very good quarter. However, we believe the mini's relatively high $329 starting price leaves plenty of room for Android vendors to build upon the success they achieved in the third quarter."

Second-place Samsung saw its shipments more than quadruple year-over-year and more than double from just the previous quarter. Amazon has also experienced strong growth with the Kindle Fire and its successors, moving rapidly to secure nearly 10% of the market.

Historically, tablet shipment numbers have been viewed as flawed as each new iPad competitor flooded the market with shipments only to see the devices languish on store shelves. But with Samsung, Amazon and others now beginning to establish some track records and momentum in the tablet market, these shipment numbers are likely to be increasingly reflective of customer preference.

Related roundup: iPad Air

Top Rated Comments

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19 months ago

325% is not quadrupling..

yes it is..

4 is a quadruple of 1:

1 x 4 = 4

Yet if 1 grew to 4 (quadrupled), the growth rate is:
(4-1)/1=300%
Rating: 31 Positives
19 months ago
No surprise. iOS has become stagnant, lacks polish on it's big new features which was it's selling point (Siri is HORRIBLE compared to Google Voice Search -- http://updates.gizmodo.com/post/34656322615/google-voice-search-vs-siri-whos-the-best ), and the whole Maps debacle. Let's hope with the leadership change they start doing polished innovation again... cause I am starting down the exit road to Nexus land at this point.
Rating: 24 Positives
19 months ago
Where are these other tablets? Literally every single tablet I've seen in public have been iPads. I have not seen a single Samsung, kindle fire, or other tablet in the subways or at school. Do these people shamefully use their non iPad tablets at home or something? :p


Just kidding, but seriously though, where are these tablets being sold?
Rating: 18 Positives
19 months ago
There's no way for one company to dominate everything.

I don't want the iPhone to be the only phone.

I don't want the iPad to be the only tablet

Bring on the competition. Cage Match time.
Rating: 16 Positives
19 months ago
Samsung had 325% growth in a single year, but yet according to Apple, Samsung tablets are not cool. Ok then...
Rating: 14 Positives
19 months ago
It was inevitable that the iPad would see some of its market to competitors over time. However, I don't really think that these shipment numbers are indicative of consumer choice. These are simply tablets that are shipped to retailers, and from the last couple of years of data, it is clear that many of these tablets and up going back to the manufacturer unsold. Apple alluded to this in the iPad Mini intro, when they said that 91% of web data from tablets comes from iPads. So what are all those other tablets doing?
Rating: 13 Positives
19 months ago
I have yet to see numerous Android tablets in the wild. I have seen a few but not many. I sort of doubt that the shipment numbers will translate directly into sales for Samsung.
Rating: 13 Positives
19 months ago

It was inevitable that the iPad would see some of its market to competitors over time. However, I don't really think that these shipment numbers are indicative of consumer choice. These are simply tablets that are shipped to retailers, and from the last couple of years of data, it is clear that many of these tablets and up going back to the manufacturer unsold. Apple alluded to this in the iPad Mini intro, when they said that 91% of web data from tablets comes from iPads. So what are all those other tablets doing?


None of the competitors are talking about actual sales to consumers. In this case we are talking about tablets sitting on pallets in some warehouse.

Plus the whole run up to the iPad even stalled sales as people waited to see what was coming. A lot of this stuff is common sense and causality but it doesn't take a mensa membership to run a blog. Insightful coverage will be overlooked by most sites.
Rating: 12 Positives
19 months ago
Obviously, Samsung and the rest are gaining momentum, but I'm not buying the 50% market share number. Just going by my observations of tablets I see in the wild and the many friends who own tablets (I know dozens of people with tablets) it has to be way higher than that. I only see the occasional non-iPad and among my friends there are a couple that have non-iPads.

I would be willing to bet if you lined up 100 tablet owners that 75% or more would be rockin' iPads.
Rating: 11 Positives
19 months ago

400% is quadrupling


A growth of 100% is doubling, a growth of 200% is tripling and a growth of 300% is quadrupling.
Rating: 9 Positives

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