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Apple's Share of Tablet Market Sinks on Lack of Product Launches in Early 2013

Research firm IDC today announced its preliminary estimates of worldwide tablet shipments for the second quarter of 2013, finding that Apple's share of the market has fallen to under a third. According to IDC's numbers, Apple held a 32.4% share of the market for quarter, compared to 39.6% in the previous quarter and a 60.3% share in the year-ago quarter.

While other top tablet manufacturers saw their shipments rise by 100-300% over the second quarter of 2012, the lack of a new iPad launch from Apple in the March-April timeframe resulted in a 14% drop in Apple's numbers. Still, other top vendors saw their shipments drop sequentially, with IDC attributing those drops to a lack of a general boost in tablet interest that accompanies iPad launches.

idc_2Q13_tablets
Worldwide Tablet Shipments in 2Q13 in Millions of Units (Source: IDC)
In years past, Apple has launched a new tablet heading into the second quarter, which resulted in strong quarter-over-quarter growth. Now, Apple is expected to launch new tablet products in the second half of the year, a move that better positions it to compete during the holiday season. Meanwhile, the other two vendors in the top 3 also saw a decline in their unit shipments during the quarter. Second-place Samsung shipped 8.1 million units, down from 8.6 million in the first quarter of 2013, although up significantly from the 2.1 million units shipped in 2Q12. And third-place ASUS shipped a total of 2.0 million units in 2Q13, down from 2.6 million in 1Q13.

"A new iPad launch always piques consumer interest in the tablet category and traditionally that has helped both Apple and its competitors," said Tom Mainelli, Research Director, Tablets at IDC. "With no new iPads, the market slowed for many vendors, and that's likely to continue into the third quarter. However, by the fourth quarter we expect new products from Apple, Amazon, and others to drive impressive growth in the market."
Second-place Samsung continues to close on Apple in the tablet market, garnering 18% of the market as all of the other major tablet makers continue struggling to hit the 5% mark.

idc_2Q13_tablets_trend
As always, it is important to note that IDC's numbers track shipments instead of sales, and thus how many shipped devices are making their way into consumers' hands remains unclear. IDC's figures are also estimates, as most companies do not release their exact tablet shipment data and thus research firms must rely on supply chain data and calculations from information that is made public by manufacturers to build their estimates.

Top Rated Comments

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16 months ago
Ah the shipped metric...

Sorry but these firms have no real value in their #s...especially when Strategy Analytics Strategy inflated its earlier estimates of Android tablet sales by more than 11 million units last week until being debunked by Horrace Deidu and others.

The footnote might as well read:

As always, it is important to note that IDC's and other analysts are just pulling #s out of their collective you know what's and thus shouldn't even be taken with a grain of salt.
Rating: 17 Votes
16 months ago

Ah the shipped metric...

Sorry but these firms have no real value in their #s...especially when Strategy Analytics Strategy inflated its earlier estimates of Android tablet sales by more than 11 million units last week until being debunked by Horrace Deidu and others.

The footnote might as well read:

As always, it is important to note that IDC's and other analysts are just pulling #s out of their collective you know what's and thus shouldn't even be taken with a grain of salt.


Funny how fanboy's were not doubting the numbers when Apple market share was good. IDC's numbers have always been reliable.

That being said, this specific 2Q13 number is deceiving because Apple didnt had a product launches this year while it had one a year ago. Also this is a time specific snapshot of the market shares, Apple market share of all tablets being used today is still much higher than this.

I am still disapointed in Apple ability to maintain its market shares, it looks like we are going toward a iphone market instead of an ipod market share. I dont like Apple doing all its refresh in the fall, it should spread out its cycles. Also I hope Apple will repackage the current mini into plastic shells when it launches the new mini in the fall, so it can compete at the $200 segment and have a product for the emerging markets.
Rating: 11 Votes
16 months ago

Looking forward to an exciting fall!


I fell over the weekend. It wasn't very exciting.
Rating: 7 Votes
16 months ago
That's what happens you release everything in the fall.

Apple, listen:

iPad mini in the fall (October), iPad in the Spring (March).

iPhones in July

Macbook Pro/Macbook Air in August


iMacs/Mac Mini between 2x a year April and Novemeber perhaps.
Rating: 7 Votes
16 months ago

:rolleyes:
Apple is throwing dollars away with their slow production and release schedule.



Yes, they can spin it all they want.... the bottom line is a sale lost is a sale lost for another year or so.
Rating: 7 Votes
16 months ago

That's why never understood using market share as a performance metric.


Apple have used market share figures in their keynotes for a number of years to demonstrate how successful their products are. So you can't turn it around now and say that it doesn't matter anymore. Clearly Apple thinks it does matter or they wouldn't keep putting the figures into their presentations.

Fact is that for whatever reason the iPad is losing market share and therefore losing sales. That's worrying because it's bound to hit revenue and profit growth down the line.
Rating: 6 Votes
16 months ago

I was in Office Depot this weekend... tons and tons of tablets being shown. It really seems like you either go iPad or choose one of our 40 other choices. Differentiation of Apple seems to still be an advantage... not to say there's finally some worthy competition. I just don't see how some of these tablet makers are going to differentiate themselves from the other Android based tablets out there? For them, it's really a game of marketing. The store clerks don't seem to have a clue from what I've seen.

It's too bad there is not actual sales data to show the real story. But, my guess is Apple will see a very healthy Q4 when the new iPads are launched.


My friend bought an Asus 7" tablet for their kid to have at XMas. Told him he wasted his $$ and should have just bought an iPad Mini. 3 months later they bought an iPad Mini because the Asus just sucked, battery life was bad and the apps crashed for the kid. So that Asus is dead and they don't use it, but it still counted as a sale and someone will count it as a tablet being used when in reality it's in a drawer.
Rating: 5 Votes
16 months ago

So apart form millions upon millions of tablets that sit in warehouses (shipped but not sold) there are also millions of discarded tablets sitting in drawers (sold but not used)? What a crazy world we live in! :) I learn something everyday on MR.


I would love to see that warehouse with all of those unsold Android phones and tablets. It must be enormous! And those silly companies just keep making tens of millions more tablets and phones to ship to that gigantic warehouse since nobody buys anything they make. No wonder Samsung is going broke! :D
Rating: 5 Votes
16 months ago

Funny how fanbois were not doubting the numbers when Apple market share was good.


Nothing to do with a fanboy. It's called factual data.

Shipped means nothing. Units can be returned to the vendor for a refund from stores. See HP Touchpad firesale and how the shipped metric fell on it's face and was no longer considered a valid metric after that. Also the Samsung/Apple trial showed that shipped was again a deceptive metric because Samsung even tried to say that their sales were pitiful and that their shipped #s weren't accurate with end sales.
Rating: 5 Votes
16 months ago

My friend bought an Asus 7" tablet for their kid to have at XMas. Told him he wasted his $$ and should have just bought an iPad Mini. 3 months later they bought an iPad Mini because the Asus just sucked, battery life was bad and the apps crashed for the kid. So that Asus is dead and they don't use it, but it still counted as a sale and someone will count it as a tablet being used when in reality it's in a drawer.


So apart form millions upon millions of tablets that sit in warehouses (shipped but not sold) there are also millions of discarded tablets sitting in drawers (sold but not used)? What a crazy world we live in! :) I learn something everyday on MR.
Rating: 4 Votes

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