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.

Popular Stories

iPhone 17 Plus Feature

iPhone 17 Lineup Specs Detail Display Upgrade and New High-End Model

Monday July 22, 2024 4:33 am PDT by
Key details about the overall specifications of the iPhone 17 lineup have been shared by the leaker known as "Ice Universe," clarifying several important aspects of next year's devices. Reports in recent months have converged in agreement that Apple will discontinue the "Plus" iPhone model in 2025 while introducing an all-new iPhone 17 "Slim" model as an even more high-end option sitting...
iPhone SE 4 Vertical Camera Feature

iPhone SE 4 Rumored to Use Same Rear Chassis as iPhone 16

Friday July 19, 2024 7:16 am PDT by
Apple will adopt the same rear chassis manufacturing process for the iPhone SE 4 that it is using for the upcoming standard iPhone 16, claims a new rumor coming out of China. According to the Weibo-based leaker "Fixed Focus Digital," the backplate manufacturing process for the iPhone SE 4 is "exactly the same" as the standard model in Apple's upcoming iPhone 16 lineup, which is expected to...
Apple TV Plus Feature 2 Magenta and Blue

Apple TV+ Curbs Costs After Expensive Projects Fail to Capture Viewers

Monday July 22, 2024 5:11 am PDT by
Apple is scaling back its Hollywood spending after investing over $20 billion in original programming with limited success, Bloomberg reports. This shift comes after the streaming service, which launched in 2019, struggled to capture a significant share of the market, accounting for only 0.2% of TV viewership in the U.S., compared to Netflix's 8%. Despite heavy investment, critical acclaim,...
iPhone 16 Pro Sizes Feature

iPhone 16 Series Is Just Two Months Away: Everything We Know

Monday July 15, 2024 4:44 am PDT by
Apple typically releases its new iPhone series around mid-September, which means we are about two months out from the launch of the iPhone 16. Like the iPhone 15 series, this year's lineup is expected to stick with four models – iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max – although there are plenty of design differences and new features to take into account. To bring ...
iPhone 17 Plus Feature Purple

These 5 Features Will Make the iPhone 17 the Biggest Update in Years

Monday July 22, 2024 4:02 pm PDT by
The upcoming iPhone 16 models that we're expecting to see in September are going to be quite similar to the iPhone 15 models, but rumors suggest that Apple is making big changes in 2025. We've been hearing hints of an all-new device in the iPhone lineup, and it may be the most expensive iPhone Apple has offered to date. New 'Slim' Design Rumors have taken to referring to the new iPhone 17...
iPhone SE 4 Thumb 1

iPhone SE 4 Rumored to Launch Early Next Year With OLED Display, 48MP Camera, and More

Monday July 22, 2024 7:22 am PDT by
The fourth-generation iPhone SE will offer a series of major upgrades over the current model, the leaker known as "Ice Universe" claims. The information was listed in a post on Weibo, which also detailed the specifications of the iPhone 17 lineup. As previously rumored, the fourth-generation iPhone SE is expected to feature Face ID and USB-C, marking a major upgrade from current and previous ...
bsod

Microsoft Blames European Commission for Major Worldwide Outage

Monday July 22, 2024 11:55 am PDT by
Last Friday, a major CrowdStrike outage impacted PCs running Microsoft Windows, causing worldwide issues affecting airlines, retailers, banks, hospitals, rail networks, and more. Computers were stuck in continuous recovery loops, rendering them unusable. The failure was caused by an update to the CrowdStrike Falcon antivirus software that auto-installed on Windows 10 PCs, but Mac and Linux...

Top Rated Comments

Ryth Avatar
143 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
143 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
143 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
143 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
143 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
143 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)