Apple's Share of Tablet Market Sees Slight Holiday Quarter Boost

Following its mobile phone report earlier this week, research firm IDC has published its estimates of tablet shipments for the fourth quarter of 2013, showing that Apple continues to lead the market with roughly one-third of all shipments.

idc_4Q13_tablets

Worldwide tablet shipments in 4Q13 in millions of units (Source: IDC)

Apple's share of the market has generally declined over the past two years amid the proliferation of low-cost Android tablets, particularly unbranded "whitebox" devices in the Chinese market. The holiday quarter with refreshed iPads did, however, allow Apple to raise its share of the market to 33.8 percent from 29.7 percent in the previous quarter.

Apple once again led the worldwide market for tablets, shipping 26 million units during the quarter, up from 14.1 million the previous quarter and 22.9 million in 4Q12. While the quarter represented the company's most successful on record, its year-over-year growth of 13.5% was well below the industry average. The numbers bring into focus the challenges the company faces as it attempts to grow its tablet business in markets outside of its traditional mature-market strongholds and in the face of continued success from competitors both large and small.

Apple saw its worldwide tablet market share for the quarter grow to 33.8%, up from 29.7% in the third quarter but down from its 38.2% share in the fourth quarter of 2012.

idc_4Q13_tablets_trend

Apple's iPad shipments (red) and share of worldwide tablet shipments (blue) for 2Q11–4Q13 (Source: IDC)

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.

Related Roundups: iPad mini, iPad
Tag: IDC
Related Forum: iPad

Top Rated Comments

Digital Skunk Avatar
104 months ago
Yeah… and around here there were all sorts of promotions going on… Buy a Samsung phone and get a tablet for free… by a Samsung TV and get a tablet for free… sneeze and say "Samsung" at the same time and get a tablet for free. :)

This is a tired excuse.

Because NEVER has the iPhone 5s or 5c or 4s or 4 been offered for free. (http://www.idownloadblog.com/2014/01/02/best-buy-iphone-5s-125usd-iphone-5c-free/)

Or here. (http://venturebeat.com/2013/09/16/want-a-new-iphone-5s-or-32gb-5c-for-free-sprint-may-have-an-offer-you-cant-refuse/)

----------

...I've not see the other 66% in the wild. Not where I usually visit. Must be where I live?

It must be.

On college campuses, it's all iPads.

Everywhere else I travel, the coffee shop, various network TV stations, PEG TV stations, etc., it's all Android and Windows tablets.

Then again, most of my industry is PC based.
Score: 5 Votes (Like | Disagree)
69Mustang Avatar
104 months ago
Must be the area where I live. All I see are iPads, on planes, meetings, social events. Very few of the others.

Maybe it's shipped vs. sold & use.

The vast majority of tablets never go further than the home or car. Most are family consumption devices.

Shipped vs sold has been debunked thoroughly on this site. The majority of what people call Apple's "sold" number is in fact shipped. The only sales that Apple counts to end user are online, in Apple stores, and some education. So shipped vs sold is not a factor.
Score: 5 Votes (Like | Disagree)
robjulo Avatar
104 months ago
Must be the area where I live. All I see are iPads, on planes, meetings, social events. Very few of the others.

Maybe it's shipped vs. sold & use.

Yes. There are massive warehouses in the midwest where Samsung and others are storing tablets to make the market share numbers look better on macrumors.
Score: 4 Votes (Like | Disagree)
Popeye206 Avatar
104 months ago
Samsung starting to kick some butt in the tablet market! 85%!? Damn

Yeah… and around here there were all sorts of promotions going on… Buy a Samsung phone and get a tablet for free… by a Samsung TV and get a tablet for free… sneeze and say "Samsung" at the same time and get a tablet for free. :)

Not to say they don't have a good solution, but there was tons of promotions going on over the holidays that put a these in customers hands at a low to no cost. I wonder how much money they actually made in this segment?
Score: 4 Votes (Like | Disagree)
lolkthxbai Avatar
104 months ago
I can't trust IDC anymore. Lmao
Score: 4 Votes (Like | Disagree)
BC2009 Avatar
104 months ago
I think I missed the part where competitors like Samsung actually announced their unit sales numbers.... oh wait, no I didn't, that never happened. All we know is that Samsung sold a total of 100M "Galaxy Devices" including low-end devices with the name "Galaxy" on them.
Score: 3 Votes (Like | Disagree)

Popular Stories

Upcoming Products 2022 Feature

Gurman: Apple Preparing 'Widest Array of New Hardware Products in Its History' for Fall

Sunday January 23, 2022 10:32 am PST by
Apple is working on a number of new products that are set to launch this fall, and Bloomberg's Mark Gurman says that it will be "the widest array" of new devices that Apple has introduced in its history. In his latest "Power On" newsletter, Gurman explains that Apple is working on four new flagship iPhones (iPhone 14, iPhone 14 Max, iPhone 14 Pro, and iPhone 14 Pro Max), an updated low-end Ma...
Questionable Design Decisions

Apple's Most Questionable Design Decisions in Recent Memory

Sunday January 23, 2022 2:59 am PST by
Apple has always emphasized the depth of thought that goes into the design of its products. In the foreword to Designed by Apple in California, a photo book released by the company in 2016, Jony Ive explains how Apple strives "to define objects that appear effortless" and "so simple, coherent and inevitable that there could be no rational alternative." But every once in a while even Apple...
macbook pro 14 16 2021

Three Months After Launch, Apple Still Struggling to Meet Demand for Redesigned 14-Inch and 16-Inch MacBook Pro

Monday January 24, 2022 7:12 am PST by
Three months after their launch, the 14-inch and 16-inch MacBook Pros continue to experience high demand and seemingly short supply, with shipping dates for both models stretching into multiple weeks in several of Apple's key markets. In the United States, the baseline 14-inch MacBook Pro with the M1 Pro chip is estimated to ship in three to four weeks, promising an arrival by at least...
att gigabit internet

AT&T Bringing $180/Month 5-Gigabit Internet to 70 Cities

Monday January 24, 2022 9:20 am PST by
AT&T today announced the launch of upgraded AT&T Fiber plans, which support speeds of up to 5 Gigabits for some customers. There are two separate plans, one "2 GIG" plan and one "5 GIG" plan, available to new and existing AT&T Fiber subscribers. According to AT&T, the new plans are available to nearly 5.2 million customers across 70 metro areas including Los Angeles, Atlanta, Chicago, San...
airpodsinear 1

AirPods Save Woman's Life With Feature Everyone Should Know

Friday January 21, 2022 2:13 am PST by
Apple's AirPods have been credited with saving a woman's life after a potentially fatal fall, People reports. When a 60-year-old florist in New Jersey tripped and hit her head in her studio, she lost consciousness and awoke heavily bleeding. With nobody around to call for help, she realized she had her AirPods in, and used a "Hey Siri" command to call 911. An operator was able to stay on the ...
AirPods Pro Gen 3 Mock Feature ugly yellow

AirPods Pro 2 Could Beat AirPods Max Sound Quality

Monday January 24, 2022 2:15 am PST by
Apple's second-generation AirPods Pro could deliver higher fidelity audio than the AirPods Max over-ear headphones, despite being comparatively small in-ear buds, recent reports have suggested. In a recent note to investors, seen by MacRumors, TF International Securities analyst Ming-Chi Kuo claimed that the second-generation AirPods Pro will offer improved audio quality thanks to support...
iCloud General Feature

Developers Unhappy With Bug Causing iCloud Unreliability

Monday January 24, 2022 10:15 am PST by
A number of developers are upset with an increasingly problematic iCloud server issue that is causing some apps that have implemented iCloud support to fail to sync properly. As outlined on the Developer Forums and on Twitter, there are CloudKit connectivity issues that have been occurring since November. Some users of apps that have iCloud support built in are seeing the following message:...
top stories 2022jan22

Top Stories: Spring Apple Event Rumors, Apple Opposes Sideloading, and More

Saturday January 22, 2022 6:00 am PST by
As we roll into the latter half of January, we're starting to hear more about a potential spring Apple event, which is likely to take place in March or April. There are a number of potential announcements on deck, so an event would be a good opportunity for Apple to get them all out there. We've also been going back and forth on some iPhone 14 rumors, and we've taken a look at a number of...