U.S. Non-iPad Tablet Market Led by TouchPad Fire Sales as iPad's Domination Continues

Research firm NPD today released a new study of non-iPad tablet sales in the United States, revealing that sell-through remains extremely small in the face of Apple's dominant market share. According to the report, only 1.2 million non-iPad tablets were sold in the United States during the first ten months of 2011, with HP leading the pack with 17% of that market, or about 200,000 units sold.

npd oct11 tablet sales
HP famously discontinued its TouchPad tablet just weeks after it launched, although the company has been periodically offering stocks of the device at bargain basement prices as low as $99 or as part of bundles with HP computers.

PC manufacturers are dominant in the tablet space, as four of the top five tablet brands already have a strong U.S. consumer PC presence. Only two of the top five brands play in the smartphone market.

“The market is filled with long-time PC and phone brands as well as low-cost entrants,” stated Baker. “With a limited amount of shelf space and challenges in overcoming the iPads first mover strength, not all brands will be successful.”

Apple's sales performance is not included in the study, but it is clear that the total of 1.2 million non-iPad tablets fails to come close to Apple's sales numbers. For the first three quarters of 2011, Apple reported total iPad sales of just over 25 million iPads on a worldwide basis, and while the company does not break out its U.S. iPad sales, that number is almost certainly well above 10 million units, putting Apple in the neighborhood of 90% sales share.

Recent studies have pegged Apple's share of iPad shipments at closer to 65-70%, but those studies measure shipments from manufacturers to distribution channels and not sales to end users. While Apple has repeatedly noted that it is selling every iPad it can make, competitors' devices still appear to be languishing on store shelves amid low interest from consumers.

Related Roundup: iPad
Tag: NPD
Buyer's Guide: iPad (Caution)
Related Forum: iPad

Popular Stories

iCloud General Feature Redux

iPhone Users Who Pay for iCloud Storage Receive an All-New Perk

Thursday February 6, 2025 11:21 am PST by
If you pay for iCloud storage on your iPhone, Apple has a new perk for you, at no additional cost. iCloud+ is the official name for Apple's paid iCloud storage plans, which range from 50GB for $0.99 per month to 12TB for $59.99 per month in the United States. iCloud+ plans already come with multiple perks for free, such as Hide My Email and HomeKit Secure Video, and now there is another one...
2007 iPhone

Apple Discontinuing This 18-Year-Old iPhone Feature

Saturday February 8, 2025 3:51 pm PST by
The end of an 18-year era is on the horizon for the iPhone. Apple reportedly plans to announce a new iPhone SE as soon as next week, and the device is expected to feature a full-screen design with Face ID, instead of a Touch ID home button. That means Apple will no longer sell any new iPhone models with a home button, for the first time since the original iPhone launched. The home button...
iOS 18

iOS 18.4 Will Include These New Features for Your iPhone

Wednesday February 5, 2025 7:15 am PST by
iOS 18.3 was released last month, so the first iOS 18.4 beta should be coming soon. iOS 18.4 is expected to be a more substantial update for the iPhone, with several new features and changes related to Apple Intelligence and beyond. Apple's website suggests that iOS 18.4 will be released in April, following beta testing. Below, we outline what to expect from the update so far. Apple...
iPhone SE 4 Single Camera Thumb

iPhone SE 4 Launching as Soon as Next Week

Thursday February 6, 2025 3:30 pm PST by
Apple's next-generation iPhone SE could debut as soon as next week with a launch to follow later in February, reports Bloomberg's Mark Gurman. Apple isn't expected to hold an event for the iPhone SE 4, and will instead unveil the device through a press release. The iPhone SE 4 is expected to have an iPhone 14-style design, with Apple eliminating the thick bezels and Touch ID Home button of...
iCloud General Feature Redux

Apple Ordered by UK to Create Global iCloud Encryption Backdoor

Friday February 7, 2025 2:37 am PST by
The British government has secretly demanded that Apple give it blanket access to all encrypted user content uploaded to the cloud, reports The Washington Post. The undisclosed order is said to have been issued last month, and requires that Apple creates a back door that allows UK security officials unencumbered access to encrypted user data worldwide – an unprecedented demand not before...
iOS 18

iOS 18.3.1 Update Coming Soon for iPhones

Thursday February 6, 2025 7:31 am PST by
Apple is internally testing iOS 18.3.1 for iPhones, according to our website's analytics logs, which have been a consistently reliable indicator of upcoming iOS versions. The software update should be released within the next few weeks. iOS 18.3.1 should be a minor update that addresses software bugs and/or security vulnerabilities. Apple Intelligence notification summaries for news and...
Apple Leak Feature

Apple Leaker Issues Apology: 'Profound and Expensive Mistake'

Friday February 7, 2025 9:21 am PST by
Last year, we reported that Apple sued its former software engineer Andrew Aude for providing journalists with confidential information about the company's future plans, including details about the Journal app, Vision Pro headset, and more. As reported by 9to5Mac, the Superior Court of Santa Clara County on Thursday dismissed the lawsuit after Apple and Aude reached an agreement to resolve...
imac video apple feature

Apple to Announce New Products Next Week

Saturday February 8, 2025 10:55 am PST by
Apple has yet to release any new devices in 2025, but at least two new products are expected to be announced next week, according to rumors. Below, we outline the new Apple products that are likely to be unveiled next week. iPhone SE 4 Apple plans to announce the long-rumored iPhone SE 4 as soon as next week, according to Bloomberg's Mark Gurman. The new iPhone SE is rumored to...

Top Rated Comments

snebes Avatar
173 months ago
HP only has the #2 spot because of the fire sale. I wouldn't expect that number to stay anywhere near what it is in a few months.

Obviously. They have none to sell. The next report will have them at 0%.
Score: 13 Votes (Like | Disagree)
M-O Avatar
173 months ago
I was shocked when i read HP was #2
this is more a testament to how terrible Android tablets are than to how great the touchpad was.
Score: 10 Votes (Like | Disagree)
*LTD* Avatar
173 months ago
HP only has the #2 spot because of the fire sale. I wouldn't expect that number to stay anywhere near what it is in a few months.

It's pretty sad . . . when people only started buying your tablet when you priced it cheap as dirt, for which you later dropped support entirely, and on which you took a massive loss.
Score: 9 Votes (Like | Disagree)
TimUSCA Avatar
173 months ago
HP only has the #2 spot because of the fire sale. I wouldn't expect that number to stay anywhere near what it is in a few months.
Score: 8 Votes (Like | Disagree)
Doctor Q Avatar
173 months ago
90% of sales - no small potatoes!

Apple won't maintain this level of dominance forever, but challengers have their work cut out for them. The press is hungry for news of an "iPad killer" so there'll be plenty of buzz and yammering about any contender who claims to match Apple on technology, price/performance, and value, but competitors will need not only a great product but also a convincing ad campaign to grab much mindshare. People of all ages and technical skill levels will have a hard time picking the right racehorse if they don't go with the leader.

Now that the holiday season is here, Apple is going to gobble up hefty profits and a lot of people are going to be giving thanks after they find an iPad stuffing their Christmas stocking. But I hope Apple doesn't get drunk on success and hold anything back from further R&D. This is no time to let others catch up.

Just food for thought.
Score: 7 Votes (Like | Disagree)
KnightWRX Avatar
173 months ago
That is very impressive performance. If Apple releases a retina display on the next iPad, there is no telling where they'll be.

I think they'll be #1. Same as they are now.
Score: 7 Votes (Like | Disagree)