Apple's Share of Worldwide Tablet Shipments Slips to 43.6% in 4Q 2012

Research firm IDC today announced its preliminary estimates of worldwide tablet shipments for the fourth quarter of 2012, finding that Apple's share of the market slipped to 43.6% even as the iPad mini drove a nearly 50% growth in units for the company. Apple had held a 50.4% share in the previous quarter and a 51.7% share in the year-ago quarter.

idc_4Q12_tablets

"We expected a very strong fourth quarter, and the market didn't disappoint," said Tom Mainelli, research director, Tablets, at IDC. "New product launches from the category's top vendors, as well as new entrant Microsoft, led to a surge in consumer interest and very robust shipments totals during the holiday season. The record-breaking quarter stands in stark contrast to the PC market, which saw shipments decline during the quarter for the first time in more than five years."

Apple's iPad once again led the market, and the firm's shipment total of 22.9 million units was exactly in line with IDC's forecast for the period. A strong iPad mini launch, plus availability of the fourth generation full-sized iPad, led to solid 48.1% shipment growth over the same quarter last year. However, strong competition in the market led to Apple's market share declining for a second quarter in a row (down to 43.6% from 46.4% last quarter).

Samsung and Asus were the biggest winners in the surging tablet market, with Samsung seeing 263% year-over-year growth to seize 15% of the market. Samsung's share was, however, down from 18.4% in the third quarter.

idc_4Q12_tablets_trend
IDC notes that Microsoft did not qualify for the top five vendors in the fourth quarter, but the company did ship 900,000 units of its Surface tablet with Windows RT. It remains to be seen, however, whether those shipments and the upcoming Surface Pro tablet will translate into strong sales for the company.

Top Rated Comments

Ryth Avatar
111 months ago
Hey look...ESTIMATES.

The only FACTUAL report in there is APPLE's SOLD.

Everything else is GUESSING and not FACTUAL.

... the only thing in the data that we can be sure about is that sales of Apple's iPad grew 48.1% year over year -- from 15.1 million to 22.9 million. We and IDC know this because Apple (AAPL) reported those unit sales figures last week

The rest of IDC's report is almost entirely guesswork. It says that Samsung shipped 7.9 million tablets -- up 263% -- but doesn't say how it got those numbers. Certainly not from Samsung, which hasn't released unit sales figures for any of its devices in years.

IDC also says that Amazon (AMZN) shipped 6 million Kindles -- up 26.8%. This despite the fact that Amazon has never once said how many Kindles it sold, a policy that remained conspicuously in force during Tuesday's Q4 2012 earnings call.

As for the rest of IDC's findings, they just get more bizarre. The press release says Barnes & Noble (BKS) "gained traction" in the tablet market, but the spreadsheet shows Nook sales falling year over year. Even more startling, the release says Asus lost share, while the spreadsheet shows Asus' market share nearly tripling on sales that grew 402.5%.

-CNNMoney



But hey...lets continue to believe reporting that is based on guesswork.

How standards have fallen.
Score: 20 Votes (Like | Disagree)
Zunjine Avatar
111 months ago
People need to be very careful with these sorts of stats.

If I sell one unit in 2012 and four in 2013 I've had a 400% SURGE in growth! If I sell 4 million in 2012 and 6 million in 2013 I've only grown by a mere 50%.

If you look at actual increase in units shipped, Apple has grown faster than anyone else by a good deal.

The point is that the market leader will always lose market share as a market matures - this is inevitable.
Score: 11 Votes (Like | Disagree)
ovrlrd Avatar
111 months ago
Would be great to see this graph overlaid with percentage of web traffic.
Score: 10 Votes (Like | Disagree)
gmiller744 Avatar
111 months ago
These figures are completely misleading. Apple had the largest growth, shipped the most tablets, and made the most profit from it. There "percent" slipped because the market is diluted, and the percentage growth means nothing, because they shipped 7.4 mil more tablets this year (48% growth) and Samsung only shipped 5.7 mil more tablets this year (263% growth), but Apple had more growth than Samsung in real numbers.
Score: 8 Votes (Like | Disagree)
samcraig Avatar
111 months ago
In with "Who cares about Marketshare - Apple makes the most profits" comment
Score: 8 Votes (Like | Disagree)
hayesk Avatar
111 months ago
In with "Who cares about Marketshare - Apple makes the most profits" comment

You forgot "but only Apple reports sales to end users. Shipments are stuck in the retail channel."

Seriously though, if the point of the study is to show Apple is becoming less of a dominant player, both of those comments are legitimate criticisms. Time for the other companies to grow up and stop deceiving us with BS "shipment" numbers.
Score: 7 Votes (Like | Disagree)

Top Stories

Pro Display XDR Yella

Apple Working on External Display With Built-In A13 Chip

Friday July 23, 2021 9:37 am PDT by
Apple is developing an external display that includes an A13 chip with Neural Engine, according to a new rumor from 9to5Mac. The A13 chip with Neural Engine would presumably serve as an eGPU, though details are light at this time. Having a CPU/GPU built into the external display could help Macs deliver high-resolution graphics without using all the resources of the computer's internal chip....
airpods 3 gizmochina Feature

AirPods 3 Rumored to Launch Alongside iPhone 13 at Expected September Event

Friday July 23, 2021 12:54 am PDT by
The third-generation AirPods will likely launch at the same event revealing Apple's upcoming iPhone 13 lineup, according to a report from DigiTimes, which makes the claim citing sources familiar with the matter. The report as a whole echoes previous reporting that production of the third-generation AirPods will kickstart in August, meaning a launch shortly after can be easily expected. DigiTi...
discount m1 macbook yellow

Deals: Shop Record Low Prices Across Apple's Full MacBook Pro and MacBook Air Lineup (Up to $499 Off)

Friday July 23, 2021 8:23 am PDT by
Apple's MacBook Pro and MacBook Air lineup is seeing all-time low discounts across the board today, including the 2019 16-inch MacBook Pro, 2020 13-inch MacBook Air, and 2020 13-inch MacBook Pro. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. 13-Inch M1...
iPad mini pro feature

Next iPad Mini Won't Feature Mini-LED Display, Claims Display Analyst

Friday July 23, 2021 8:07 am PDT by
Yesterday, DigiTimes claimed that the upcoming iPad mini will feature a mini-LED display, but now, display analyst Ross Young is going at odds with that report, claiming that while the updated iPad mini continues to be on track for a release this year, it won't feature a mini-LED display. Young says he "confirmed" with Radiant Opto-Electronics, who DigiTimes claims would provide Apple with...
idos 2 app ios

Apple to Pull 'iDOS 2' DOS Emulator From App Store

Thursday July 22, 2021 3:22 pm PDT by
iDOS 2, an app designed to allow users to play classic DOS games, will soon be pulled from the App Store, the app's creator said today. According to iDOS developer Chaoji Li, he tried to submit an iDOS update with bug fixes to the App Store, but was told that the update was rejected because it violated the 2.5.2 App Store guideline that says apps cannot install or launch executable code.Durin...
m1 macbook air

Kuo: Mini-LED MacBook Air Coming in Mid-2022

Thursday July 22, 2021 7:48 pm PDT by
Apple will release a new version of the MacBook Air around the middle of 2022, Apple analyst Ming-Chi Kuo said today in note to investors seen by MacRumors. The upcoming MacBook Air will feature a 13.3-inch mini-LED display, which would make it the second Mac to gain mini-LED technology after the 2021 MacBook Pro, which is rumored to include a mini-LED display and is expected to launch later ...
iphone12cameras

iPhone Helps to Identify Rare Form of Cancer

Friday July 23, 2021 4:00 am PDT by
A photo taken on an iPhone has helped to identify a rare form of cancer, according to news reports. A mother of three from Gainesville, Florida took a photo of her three-month-old son using her iPhone and its True Tone flash, which highlighted an abnormality in his right eye. The boy's mother, a labor and delivery nurse, recalled learning about retinoblastoma during her training....
iphone 13 blue with text

iPhone 13 May Support 25W Fast Charge Power Adapter

Friday July 23, 2021 2:52 am PDT by
The iPhone 13 may support faster-charging speeds with a 25W power adapter, compared to the current limitation of the iPhone 12, which only supports fast charging at up to 20W, according to a rumor originating from China. The iPhone 12 supports fast charging with a 20W or higher power adapter; however, even if users use a more powerful wall adapter, the iPhone itself only supports up to 20W....
iPad mini pro feature

Next-Generation iPad Mini Will Reportedly Feature a Mini-LED Display

Thursday July 22, 2021 9:03 am PDT by
Apple is widely rumored to be planning a new iPad mini with a significant redesign, including a larger 8.5-inch to 9-inch display with slimmer bezels, a Touch ID power button instead of a home button, a USB-C port instead of a Lightning connector, and more. According to a paywalled preview of a DigiTimes report today, the sixth-generation iPad mini will also feature a mini-LED display:BLU...
magsafe battery pack iphone 12 mini

Top Stories: Hands-On With MagSafe Battery Pack, iPhone 13 Always-On Display?

Saturday July 24, 2021 6:00 am PDT by
Apple's new MagSafe Battery Pack is now available, and we went hands-on this week for some early impressions of the new accessory to get more battery life out of Apple's iPhone 12 lineup. Subscribe to the MacRumors YouTube channel for more videos. This week also saw a number of rumors about the upcoming redesigned MacBook Pro models, the iPhone 13 lineup, the next-generation iPad mini, a new...