Apple Maintains Narrowing Lead in Tablet Market Share

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Research firm IDC today published its tablet shipments estimates for the first calendar quarter of 2014, with Apple holding onto its lead in tablet market share. According to IDC's Worldwide Quarterly Tablet Tracker, the iPad accounts for approximately one third of all global tablets shipped in the first three months of 2014.

idc_1Q14_tablets

Worldwide tablet shipments in 1Q14 in millions of units (Source: IDC)

On a vendor basis, Apple remains the number one manufacturer, but its dominance is starting to slip. iPad shipments declined both quarterly and yearly, causing Apple to lose some ground to rival Samsung, which saw increases in both units shipped and market share.

Apple maintained its lead in the worldwide tablet plus 2-in-1 market, shipping 16.4 million units. That's down from 26.0 million units in the previous quarter and well below its total of 19.5 million units in the first quarter of 2013. Despite the contraction, the company saw its share of the market slip only modestly to 32.5%, down from the previous quarter's share of 33.2%. Samsung once again grew its worldwide share, increasing from 17.2% last quarter to 22.3% this quarter. Samsung continues to work aggressively with carriers to drive tablet shipments through attractively priced smartphone bundles. Rounding out the top five were ASUS (5%), Lenovo (4.1%), and Amazon (1.9%).

idc_1Q14_tablets_trend

Apple's iPad shipments (red) and share of worldwide tablet shipments (blue) for 2Q11–1Q14 (Source: IDC)

On a platform basis, Android is the leader with a two-thirds share of the market, followed by iOS. Windows market share remains small, but is growing due to popularity of inexpensive, hybrid notebook tablets like the ASUS Transformer T100.

When analyzing these numbers, it is important to note that IDC tracks shipments instead of sales, making it impossible to know how many shipped devices were actually purchased by consumers and how many remain on retail shelves. IDC's figures also are estimates, as most companies do not release their exact tablet shipment data. Research firms like IDC must rely on supply chain data and calculations from information that is made public by manufacturers to build their estimates.

Top Rated Comments

Michael Scrip Avatar
88 months ago



Eh?

Market share has nothing to do with active base. It's sales over a given time period (further obscured in this case because sales to consumers isn't known for most vendors).

It's not really a shock that hoards of cheaper tablets will start to catch up to sales of "premium-only" vendors like Apple in terms of pure units shipped.




You cannot be serious...

A company A sells 100 product P... No one else sells... Another company B markets the same product P one year after... Company A does not make a sale and company B sellers 10 of them. Result 110 product P are on market. What is the market share of company A? What is the market share of company B?
Please answer the question...

Now replace company A by Apple and company B by Samsung if you wish... Higher sales for company B contribute to the erosion of a company's A market share but do not come and tell that active base has nothing to do with market share. This is idiotic comment since the active base, is the market!


blackcrayon is correct.

"Market share" is simply the percentage of sales in a market over a period of time.

Don't confuse that with "Installed Base" which is the number of units actually in use today.

Those are both industry-standard terms... and they both are used to measure different things.
Score: 4 Votes (Like | Disagree)
Karma*Police Avatar
88 months ago
If the court room drama between Apple and Samsung taught us anything, it's that these IDC numbers are a joke.
Score: 3 Votes (Like | Disagree)
lincolntran Avatar
88 months ago

R u kidding? Look at the graph

Apple is dwindling


That graph is far different from reality.

When I go out, I see iPad (in people hands, actually being used) everywhere. I rarely see othe tablet at all. The only place I see so many other tablets are on shelves and demo units but that's about it.
Score: 2 Votes (Like | Disagree)
RedOrchestra Avatar
88 months ago
So the same Apple fanz cheering this metric, pooh-poohed the smartphone metrics, yesterday - figures.
Score: 2 Votes (Like | Disagree)
solarguy17 Avatar
88 months ago

Like Tim Cook said, its about usage not market share.
But this data still impressive for Apple to be number one knowing lots of competition in the tablet market.



Maybe but market share drives investors and shareholders.
But what this is a sign of is the fact that 2-3 years ago the ONLY table was the iPad. So tons of people bought them, including Android and MS users. With the recent (<1yr) release is new Galaxy, Surface, ect those users have actual options within the ecosystem they prefer. So naturally when it comes time to upgrade they are going to go with that OS tablet style.
This makes sense and hopefully Apple doesn't get to concerned becuase it's natural.
Same thing happened with the iPhone.
Score: 2 Votes (Like | Disagree)
Tankmaze Avatar
88 months ago
Like Tim Cook said, its about usage not market share.
But this data still impressive for Apple to be number one knowing lots of competition in the tablet market.
Score: 2 Votes (Like | Disagree)

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