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

Ryth Avatar
110 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.
Score: 17 Votes (Like | Disagree)
herbapou Avatar
110 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.
Score: 11 Votes (Like | Disagree)
BigHonkingDeal Avatar
110 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.
Score: 7 Votes (Like | Disagree)
GoCubsGo Avatar
110 months ago
Looking forward to an exciting fall!

I fell over the weekend. It wasn't very exciting.
Score: 7 Votes (Like | Disagree)
Razeus Avatar
110 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.
Score: 7 Votes (Like | Disagree)
69650 Avatar
110 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.
Score: 6 Votes (Like | Disagree)

Popular Stories

iPhone 14 Mock pill and hole thumb

ProMotion Now Expected to Remain Exclusive to iPhone 14 Pro Models, Not Expand to Entire Lineup

Sunday January 16, 2022 8:56 am PST by
Continuing the tradition set with the iPhone 13 Pro, only the highest-end iPhone 14 models will feature Apple's ProMotion display technology, according to a respected display analyst. Ross Young, who on multiple occasions has detailed accurate information about Apple's future products, said in a tweet that ProMotion will not be expanded to the entire iPhone 14 lineup and will remain...
safari icon blue banner

Safari Bug Allows Websites to Track Your Recent Browsing Activity in Real Time [Updated]

Sunday January 16, 2022 3:37 pm PST by
A bug in WebKit's implementation of a JavaScript API called IndexedDB can reveal your recent browsing history and even your identity, according to a blog post shared on Friday by browser fingerprinting service FingerprintJS. In a nutshell, the bug allows any website that uses IndexedDB to access the names of IndexedDB databases generated by other websites during a user's browsing session....
ipad air 4 video

New iPad Air Rumored to Launch This Spring With A15 Chip, 5G, Center Stage Camera, and More

Saturday January 15, 2022 8:05 pm PST by
Apple is planning to release a fifth-generation iPad Air with similar features as the sixth-generation iPad mini, including an A15 Bionic chip, 12-megapixel Ultra Wide front camera with Center Stage support, 5G for cellular models, and Quad-LED True Tone flash, according to Japanese blog Mac Otakara. Citing reliables sources in China, the report claims that the new iPad Air could be...
Unlikely Products 2022 Feature

Six Rumored Apple Products You're Unlikely to See This Year

Saturday January 15, 2022 2:06 pm PST by
Much has been said about what consumers could see from Apple in 2022, but the company is also working on a handful of rumored products that aren't expected to be unveiled for at least another 12 months, and in some cases a lot longer. Of course, that's assuming they get released at all. Apple works on many potential products some of which ultimately never see the light of day. With that in...
AirPods Pro Gen 3 Mock Feature Red

AirPods Pro 2 Could Start a New Accessory Ecosystem

Friday January 14, 2022 2:34 am PST by
Apple's second-generation AirPods Pro could arrive alongside a new series of accessories, recent leaked images suggest. Alleged leaked photos of the next-generation AirPods Pro obtained by MacRumors showed a charging case with a metal loop on the side for attaching a strap. Apple has not used this design for any of its other AirPod models and it is unclear why it would be added in this...
netflix2

Netflix Again Raises Prices for All Plans, 4K Streaming Now $20 Per Month

Friday January 14, 2022 12:46 pm PST by
Netflix today updated the prices for its streaming plans, and all of its offerings are now more expensive. The Basic plan is now priced at $9.99 per month, the Standard plan is priced at $15.49 per month, and the Premium plan is priced at $19.99 per month. The Basic plan is $1 more expensive, up from $8.99 per month. This plan allows users to watch on just one screen at a time, and it limits ...
tesla carplay solution

Developer Showcases Apple CarPlay Workaround for Teslas

Monday January 17, 2022 7:24 am PST by
A Tesla Model 3 owner has resorted to a workaround to implement Apple CarPlay in his vehicle, amid no sign of official support from Tesla (via Tesla North). Apple CarPlay and Apple Music support are among the most-requested Tesla features, but with no indication that Tesla is willing to implement Apple CarPlay in its vehicles, Polish developer Michał Gapiński took matters into his own...
top stories 20220115

Top Stories: iPhone 14 Pro Rumors, iCloud Private Relay Controversy, iOS 15.2.1 Released, and More

Saturday January 15, 2022 6:00 am PST by
Hole-punch? Pill? Hole-punch and pill? Rumors about what the front camera system on the iPhone 14 Pro will look like are evolving rapidly, and it now appears we might be getting a novel but potentially controversial design later this year. Other major stories this week included some confusion and controversy about iCloud Private Relay being disabled for some T-Mobile customers, increasing...