Apple's Share of Tablet Market Surges to 68% as Kindle Fire Shipments Plummet

IDC today released its data on worldwide tablet shipments for the first quarter of 2012, revealing that despite a quarterly drop in iPad shipments of over 20%, Apple's share of the tablet market rose to 68% from last quarter's 54.7%. Apple's boost came at the expense of Android-based tablets, most notably Amazon's Kindle Fire which appears to have seen its shipments collapse from 4.8 million units in the fourth quarter of 2011 to less than 750,000 units last quarter.

"Apple reasserted its dominance in the market this quarter, driving huge shipment totals at a time when all but a few Android vendors saw their numbers drop precipitously after posting big gains during the holiday buying season," said Tom Mainelli, research director, Mobile Connected Devices at IDC. "Apple's move to position the iPad as an all-purpose tablet, instead of just a content consumption device, is resonating with consumers as well as educational and commercial buyers. And its decision to keep a lower-priced iPad 2 in the market after it launched the new iPad in March seems to be paying off as well."

Amazon had surged into second place in the tablet market during the fourth quarter with a 16.8% share of the market as the Kindle Fire debuted in the United States. But while IDC did not report a number for Amazon's first quarter shipments in its press release, it did note that Amazon's share dropped to to "just over 4%" in the total tablet market of 17.4 million units, yielding shipment volume of roughly 700,000-750,000 units for Amazon.

ipadvskindle
As a result of Amazon's decline, Samsung was able to regain the second position in the tablet market, ahead of Amazon, Lenovo, and Barnes & Noble. Amazon's slide also comes as mass retailer Target yesterday announced plans to discontinue the sale of all Kindle devices and other Amazon- and Kindle-branded products.

The overall tablet market grew 120% year-over-year, but the 38% quarter-over-quarter decline was even steeper than expected coming off the strong holiday quarter. Apple obviously has a significant influence on the overall tablet market given its dominant position, and the company did ship slightly fewer than expected iPads during the quarter as consumers held off on iPad 2 purchases ahead of the new iPad's launch and Apple experienced some supply constraints when the device did launch with just three weeks left in the quarter.

Related Roundup: iPad
Buyer's Guide: iPad (Buy Now)

Top Rated Comments

spiderman0616 Avatar
114 months ago

So basically new iPad sells more than the nearly 12 month old Kindle fire then... And?


The Kindle Fire was only announced in September of 2011. It's nowhere near a year old yet. And it was supposed to be the iPad killer, so this is pretty crazy news.
Score: 21 Votes (Like | Disagree)
WhoDaKat Avatar
114 months ago
Yup, the market for the iPad mini is huge! lol
Score: 16 Votes (Like | Disagree)
bbeagle Avatar
114 months ago

The Kindle Fire was only announced in September of 2011. It's nowhere near a year old yet. And it was supposed to be the iPad killer, so this is pretty crazy news.


Don't worry - the Fandroids will always rewrite history when they don't like the results.
Score: 15 Votes (Like | Disagree)
linux2mac Avatar
114 months ago
"No matter how you try to slice it, when you give a consumer the choice between an iOS device and an Android device, they are picking the iOS device."

The End Of Android Approaches ...
http://articles.businessinsider.com/2012-04-25/tech/31397198_1_android-market-smartphone-sales-google
Score: 13 Votes (Like | Disagree)
camnchar Avatar
114 months ago
Bought my son a Kindle Fire for Christmas, after much pestering. It now sits in the corner gathering dust while I have to surgically remove him from his iPhone just to eat dinner.
Score: 12 Votes (Like | Disagree)
dennno Avatar
114 months ago
No surprise really. The Kindle Fire is targeted to niche markets, the iPad has wider appeal.

Samsung won't be able to touch the tablet market in the same way Apple does without offering something new and better than the iPad. And let's face it it's not going to happen.
Score: 11 Votes (Like | Disagree)

Top Stories

16inchmacbookpromain

Kuo: New MacBook Pro Models to Feature Flat-Edged Design, MagSafe, No Touch Bar and More Ports

Thursday January 14, 2021 9:32 pm PST by
Apple is working on two new MacBook Pro models that will feature significant design changes, well-respected Apple analyst Ming-Chi Kuo said today in a note to investors that was obtained by MacRumors. According to Kuo, Apple is developing two models in 14 and 16-inch size options. The new MacBook Pro machines will feature a flat-edged design, which Kuo describes as "similar to the iPhone 12" ...
iphone x camera close

iOS 14.4 Will Introduce Warning on iPhones With Non-Genuine Cameras

Thursday January 14, 2021 8:07 am PST by
In the second beta of iOS 14.4 seeded to developers and public testers this week, MacRumors contributor Steve Moser has discovered code indicating that Apple will be introducing a new warning on iPhones that have had their camera repaired or replaced with aftermarket components rather than genuine Apple components. "Unable to verify this iPhone has a genuine Apple camera," the message will...
prototype iphone 12 pro

Prototype iPhone 12 Pro Shown Off in Photos

Wednesday January 13, 2021 3:39 pm PST by
Developer Giulio Zompetti, who often shows off prototype versions of Apple devices, today highlighted a prototype version of the iPhone 12 Pro. The iPhone 12 Pro is running an operating system called SwitchBoard, a nonUI version of the iOS 14 update that Apple uses internally. We've seen SwitchBoard on prototype devices before, as Apple uses it to test new features. Zompetti's prototype...
find my app safari post

Safari Allows Users to Enable Hidden 'Items' Tab in 'Find My' App Ahead of AirTags Launch

Wednesday January 13, 2021 5:45 am PST by
As seen in screenshots obtained by MacRumors in 2019, Apple's long-rumored AirTags items trackers are expected to be managed through the Find My app on iPhone, iPad, and Mac. Now, any user can get an early look at this tab. MacRumors reader David Chu today alerted us that the hidden "Items" tab in the Find My app can be enabled on an iPhone or iPad by typing in the link findmy://items in...
pioneer carplay wc5700nex

The Best Apple-Related Accessories at CES 2021

Wednesday January 13, 2021 1:16 pm PST by
CES 2021 is taking place digitally this year, and it hasn't been as exciting as in past years because many vendors have opted out. That said, some companies are still showing off some interesting Apple-related accessories that are coming out this year and that will be of interest to Mac, iPad, and iPhone users. Subscribe to the MacRumors YouTube channel for more videos. Pioneer Wireless...
Hue module dimmer switch

Philips Hue Announces New Wall Switch Module, Dimmer Switch, and Outdoor Light Bar

Thursday January 14, 2021 3:11 am PST by
Philips Hue has announced a new wireless dimmer switch module that lets Hue bridge owners directly control the smart lighting from their standard wall switches. The new Philips Hue wall switch module is the ideal addition to any Philips Hue set up. Installed behind existing light switches, it allows users to turn their existing switch into a smart switch and ensures their smart lighting is...
macbook pro 16 inch thunderbolt

Bloomberg: Next-Generation MacBook Pro to Offer Improved Displays, Faster Charging Over MagSafe

Thursday January 14, 2021 11:36 pm PST by
Following today's report from analyst Ming-Chi Kuo outlining major changes for the next-generation MacBook Pro models coming in the third quarter of this year, Bloomberg's Mark Gurman has weighed in with his own report corroborating some of the details but seemingly differing a bit on others. First, Gurman shares more details on the return of MagSafe charging to the MacBook Pro, indicating...
cook cbs this morning

CBS This Morning: Apple to Make 'Big Announcement' Tomorrow Morning

Tuesday January 12, 2021 8:46 am PST by
CBS This Morning today shared a short clip of an upcoming interview with Apple CEO Tim Cook in which addressing last week's events at the U.S. Capitol, with Cook saying "it's key that people be held accountable for it." Following the clip, Gayle King of CBS noted that the interview with Cook was not specifically arranged to address the current controversy over Parler and other repercussions, ...
iOS 14

Apple Seeds Second Betas of iOS 14.4 and iPadOS 14.4 to Developers [Update: Public Beta Available]

Wednesday January 13, 2021 10:03 am PST by
Apple today seeded the second betas of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a month after Apple released the first betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...
caldigit thunderbolt 4 dock featured

CalDigit Introduces USB-C Dock With 10 Ports and Up to 94W Charging for Macs [Updated]

Wednesday January 13, 2021 9:16 am PST by
CalDigit today unveiled a new Thunderbolt 4 dock with a wide selection of connectivity options, including three USB-A ports, one USB-C port, two HDMI 2.0 ports, a Gigabit Ethernet port, an SD card slot, and a 3.5mm headphone jack. The dock also has a Thunderbolt 4 port that allows it to be connected to a Mac with a single cable, with up to 94W of pass-through charging for the latest MacBook...