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 (Neutral)
Related Forum: iPad

Top Rated Comments

snebes Avatar
126 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
126 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
126 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
126 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
126 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
126 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)

Top Stories

nothing ear 1 buds 1

Nothing 'Ear (1)' True Wireless Earbuds Launch to Take on AirPods Pro With ANC and Unusual Design for $99

Tuesday July 27, 2021 7:57 am PDT by
Nothing, a new brand from OnePlus founder Carl Pei, has today officially launched the "Ear (1)" true wireless earbuds after months of anticipation around the company's AirPods Pro rival. The Ear (1) features an in-ear design, Active Noise Cancelation, Bluetooth 5.2, IPX4 water resistance, and a charging case with Qi-compatible wireless charging and a USB-C port. Fast pairing is supported on...
iOS 14 on iPhone feature emergency

Apple Releases iOS and iPadOS 14.7.1 With Fix for Touch ID Apple Watch Bug

Monday July 26, 2021 9:48 am PDT by
Apple today released iOS and iPadOS 14.7.1, minor bug fix updates that come just a week after the release of iOS 14.7, software that introduced new Apple Card features and support for the MagSafe Battery Pack. The iOS and iPadOS 14.7.1 updates can be downloaded for free and the software is available on all eligible devices over-the-air in the Settings app. To access the new software, go to...
iPad mini pro feature 2

iPad Mini 6 to Feature 8.3-Inch Display With No Home Button and Narrower Bezels

Monday July 26, 2021 12:26 pm PDT by
The sixth-generation iPad mini that's in the works will have an 8.3-inch display, according to display analyst Ross Young. That will be larger than the current 7.9-inch display, with the larger size due to the removal of the Home button and a narrower bezel design. Rumors about the iPad mini 6 have been picking up in recent weeks ahead of its prospective launch this fall. Apple analyst...
iphone 12 pro gold

Report: iPhone 14 Pro Models to Feature Tough Titanium Alloy Chassis

Monday July 26, 2021 1:12 am PDT by
Next year's "iPhone 14" series is expected to feature high-end models with a new titanium alloy chassis design, claims a new investors report by JP Morgan Chase. According to the report, the use of titanium alloy will be one of the biggest changes to the case design in the 2022 iPhone series, and Foxconn will be the exclusive manufacturer of the titanium frames for the high-end models....
iOS 15 General Feature Purple

Everything New in iOS 15 Beta 4: Safari Tweaks, MagSafe Battery Pack Support, Notification Updates and More

Tuesday July 27, 2021 11:47 am PDT by
Apple today released the fourth betas of iOS 15 and iPadOS 15, introducing additional refinements to the new features that are coming in the software updates. In these betas, Apple has introduced changes for Safari, Notifications, Focus mode, and more. Safari Updates Apple is continuing to refine the design of Safari on the iPhone, and in iOS 15, there are tweaks to improve usability. ...
apple mac business page

Apple Shares 11 Reasons Why Business Users Should Choose Macs

Monday July 26, 2021 11:35 am PDT by
Apple today updated its Apple at Work website with a new section dedicated to the Mac, which offers up 11 reasons why "Mac means business." On the webpage, Apple highlights the M1 chip as the number one reason why business users should choose a Mac, offering up an M1 overview [PDF] that explains the benefits of the M1 chip. The information isn't new, but it does provide a look at all of...
imac with accessories

Larger Redesigned High-End iMac Rumored to Launch Next Year

Monday July 26, 2021 3:45 am PDT by
Apple's larger redesigned iMac will arrive sometime in 2022 rather than later this year, according to the leaker known as "Dylandkt." On Twitter, Dylandkt claimed that Apple's "high end iMac" is not expected to release in the fourth quarter of 2021 alongside Apple's "M1X Macs" – a reference to Apple's redesigned MacBook Pro models – because "Apple simply does not want their devices to...
General iOS 14

iOS 14.7.1 and macOS Big Sur 11.5.1 Patch Security Vulnerability That May Have Been Actively Exploited

Monday July 26, 2021 11:55 am PDT by
Apple today released unexpected iOS 14.7.1 and iPadOS 14.7.1 updates to the public, and according to a newly released support document, the software addresses a serious security vulnerability that may have been exploited in the wild. Apple says that an application may have been able to execute arbitrary code with kernel privileges due to a memory corruption issue. "Apple is aware of a report ...
apple bitcoin hack

Is Apple Really Buying Bitcoin?

Monday July 26, 2021 3:07 am PDT by
A large number of websites and posts on social media are stoking rumors that Apple has purchased $2.5 billion worth of bitcoin in the company's first move into cryptocurrency, but is there any validity to the claims? Many people are citing the fact that Apple was looking for a Business Development Manager with experience in alternative payments, including cryptocurrency, earlier this year as ...
new m1 chip

Tim Cook on Apple Deciding to Manufacture Components: 'We Ask Ourselves If We Can Do Something Better'

Tuesday July 27, 2021 3:04 pm PDT by
During today's earnings call for the third fiscal quarter of 2021 (second calendar quarter), Apple CEO Tim Cook was asked how Apple decides what components to purchase and what components to develop, and Cook said that Apple asks if it can be done better. We ask ourselves if we can do something better. If we can deliver a better product. If we can buy something in the market and it's great...