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
100 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
100 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
100 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
100 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
100 months ago
I can't trust IDC anymore. Lmao
Score: 4 Votes (Like | Disagree)
BC2009 Avatar
100 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)

Top Stories

mac scanner permission error

Apple Says Fix Planned for 'You Do Not Have Permission to Open the Application' Error When Using a Scanner on Mac [Updated]

Saturday August 14, 2021 6:15 am PDT by
Update 23/9: Apple has updated its support document indicating that this issue can be resolved by installing the latest macOS Big Sur 11.6 update. In a newly published support document on its website, Apple has acknowledged an error that some users may receive when they try to use a scanner with a Mac in the Image Capture app, Preview app, or the Printers & Scanners section of System...
original iphone

Phil Schiller Says iPhone Was 'Earth-Shattering' Ten Years Ago and Remains 'Unmatched' Today

Monday January 9, 2017 7:15 am PST by
To commemorate the tenth anniversary of the iPhone, Apple marketing chief Phil Schiller sat down with tech journalist Steven Levy for a wide-ranging interview about the smartphone's past, present, and future. The report first reflects upon the iPhone's lack of support for third-party apps in its first year. The argument inside Apple was split between whether the iPhone should be a closed...
Apple Prefer Lightning Over USB C Feature

iPhone Sticking With Lightning Port Over USB-C for 'Foreseeable Future'

Tuesday March 2, 2021 9:32 am PST by
Apple will retain the Lightning connector on the iPhone for the "foreseeable future," with no intention of switching to USB-C, according to reliable analyst Ming-Chi Kuo. In spite of much of the industry moving toward USB-C, Apple will not be using it to replace the Lightning connector on the iPhone 13, or indeed on any iPhone model for the time being. In a note seen by MacRumors yesterday,...
apple california streaming event

Apple Event Announced: 'California Streaming' on September 14 With iPhone 13, Apple Watch Series 7 Expected

Tuesday September 7, 2021 9:03 am PDT by
Apple today announced that it will be holding a special event on Tuesday, September 14 at 10:00 a.m. The event will take place at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with WWDC and last year's fall events, this new event will be held digitally with no members of the media invited to attend in person. Apple will likely provide pre-taped segments for...
iOS 15 icon on phone

Apple Seeds Sixth Betas of iOS and iPadOS 15 to Developers

Tuesday August 17, 2021 10:05 am PDT by
Apple today seeded the sixth betas of iOS and iPadOS 15 to developers for testing purposes, with the updates coming one week after Apple released the fifth betas. Registered developers can download the profile for the iOS and iPadOS betas from the Apple Developer Center, and once the profile is installed, beta updates will be available over the air. iOS 15 is a major update that...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
omg lightning cable comparison

Security Researcher Develops Lightning Cable With Hidden Chip to Steal Passwords

Thursday September 2, 2021 6:59 am PDT by
A normal-looking Lightning cable that can used to steal data like passwords and send it to a hacker has been developed, Vice reports. The "OMG Cable" compared to Apple's Lightning to USB cable. The "OMG Cable" works exactly like a normal Lightning to USB cable and can log keystrokes from connected Mac keyboards, iPads, and iPhones, and then send this data to a bad actor who could be over a...
maroon5memories

Apple Collaborates With Maroon 5 to Add 'Memories' Song to Photos App

Wednesday September 25, 2019 12:02 pm PDT by
Apple has teamed up with Maroon 5 to add the group's new song "Memories" to the Memories feature in the Photos app, allowing it to be used for photo slide show creations, reports Billboard. "Memories" will be available as a soundtrack option for a limited time and it is available to iPhone and iPad users running the latest iOS 13 and iPadOS software. Memories in the Photos app are created ...
it home ecommerce app iphone 13

iPhone 13 to Launch on September 17, AirPods 3 on September 30, Claims Report

Wednesday August 25, 2021 2:42 am PDT by
Apple may be planning to launch the iPhone 13 on Friday, September 17 and third-generation AirPods on Thursday, September 30, according to an image of an e-commerce app discovered by Chinese language site IT Home. The screenshot, originally posted by Weibo account @PandaIsBald, suggests all four iPhone 13 models will go on sale on September 17, followed by the AirPods 3 on September 30....
Top Stories 75 Thumbnail

Top Stories: Last-Minute iPhone 13 Rumors, Apple Announces App Store Changes, and More

Saturday September 4, 2021 6:00 am PDT by
The finish line is in sight! Apple's annual iPhone event is likely just a week or so away and all eyes will be on the company as it unveils the next version of its most popular product line. With any luck, we'll also see the next-generation Apple Watch and perhaps even some new AirPods. Other news this week saw Apple making some more changes to its App Store policies in response to a...