Apple's Lead in Tablet Market Share Shrinks as Consumer Satisfaction Slips Slightly

Apple continues to rank among the world's top tablet manufacturers both in customer satisfaction and shipments, according to reports released today by J.D Power and IDC, although the company is showing some signs of weakness as lower-cost competitors gain momentum and consumers look for more innovation in Apple's tablet lineup. Apple fell slightly behind Amazon in J.D. Power's semiannual customer satisfaction survey, while the company's lead in worldwide tablet shipping volume continues to shrink.

idc_2Q14_tablets

Worldwide tablet shipments in 3Q14 in millions of units (Source: IDC)

According to IDC's Worldwide Quarterly Tablet Tracker, Apple remains the global tablet market leader, despite a 12.8 percent decline in quarterly shipments year-over-year. Apple shipped 12.3 million units in Q3 2014, edging out both Samsung, which shipped 9.9 million units, and coming in well ahead of Asus, which climbed to the number three spot with 3.5 million units shipped.

idc_3Q14_tablets_trend

Apple's iPad shipments (red) and share of worldwide tablet shipments (blue) for 2Q11–3Q14 (Source: IDC)

Apple's market share is projected to increase in Q4 2014 due to the introduction of the iPad Air 2 and iPad mini 3, but the jump will likely be tempered as more consumers hold onto their existing tablets for a longer period. IDC also predicts iPad shipments will continue to be eclipsed by the popularity of the iPhone 6 and iPhone 6 Plus.

"Although the low-cost vendors are moving a lot of volume, the top vendors, like Apple, continue to rake in the dollars," said Jitesh Ubrani, Senior Research Analyst, Worldwide Quarterly Tablet Tracker. "A sub-$100 tablet simply isn't sustainable—Apple knows this—and it's likely the reason they aren't concerned with market share erosion."

While Apple remains first in market share, the company lost its number one spot in the latest J.D. Power tablet satisfaction study. Apple scored 824, taking the number two slot behind Amazon and its inexpensive line of Fire tablets. Samsung took the third slot, trailing the two market leaders with a score of 821. J.D. Power measures satisfaction on a 1,000-point scale using five criteria which include performance, ease of operation, feature set, styling/design and cost.

jd-power-q32014

J.D. Power 2014 U.S. Tablet Satisfaction Study—Volume 2

Apple had reclaimed the top spot in J.D. Power's survey earlier this year after losing it to Samsung in the late 2013 rankings.

Apple now is offering its most expansive phone and tablet lineup to date, selling both older iPhone and iPad models, along with the new 4.7-inch iPhone 6, the 5.5-inch iPhone 6 Plus, the Touch ID-enabled iPad mini 3 and the slimmer and faster iPad Air 2. Apple's ecosystem will expand again with the early 2015 debut of the Apple Watch, the company's first entry into the exploding wearables market.

Related Roundup: iPad
Buyer's Guide: iPad (Buy Now)
Related Forum: iPad

Popular Stories

iPadOS 26 App Windowing

Apple Explains Why iPads Don't Just Run macOS

Friday June 13, 2025 7:46 am PDT by
iPadOS 26 allows iPads to function much more like Macs, with a new app windowing system, a swipe-down menu bar at the top of the screen, and more. However, Apple has stopped short of allowing iPads to run macOS, and it has now explained why. In an interview this week with Swiss tech journalist Rafael Zeier, Apple's software engineering chief Craig Federighi said that iPadOS 26's new Mac-like ...
iphone 16 pro models 1

17 Reasons to Wait for the iPhone 17

Thursday June 12, 2025 8:58 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup. If you skipped the iPhone...
Logitech Logo Feature

Logitech Announces Two New Accessories for WWDC

Friday June 13, 2025 7:22 am PDT by
Alongside WWDC this week, Logitech announced notable new accessories for the iPad and Apple Vision Pro. The Logitech Muse is a spatially-tracked stylus developed for use with the Apple Vision Pro. Introduced during the WWDC 2025 keynote address, Muse is intended to support the next generation of spatial computing workflows enabled by visionOS 26. The device incorporates six degrees of...
iOS 26 Screens

Here Are All the iOS 26 Features That Require iPhone 15 Pro or Newer

Thursday June 12, 2025 4:53 am PDT by
With iOS 26, Apple has introduced some major changes to the iPhone experience, headlined by the new Liquid Glass redesign that's available across all compatible devices. However, several of the update's features are exclusive to iPhone 15 Pro and iPhone 16 models, since they rely on Apple Intelligence. The following features are powered by on-device large language models and machine...
CarPlay Liquid Glass Dark

Apple to Let iPhone Users Watch Videos on CarPlay Screen While Parked

Thursday June 12, 2025 6:16 am PDT by
Apple this week announced that iPhone users will soon be able to watch videos right on the CarPlay screen in supported vehicles. iPhone users will be able to wirelessly stream videos to the CarPlay screen using AirPlay, according to Apple. For safety reasons, video playback will only be available when the vehicle is parked, to prevent distracted driving. The connected iPhone will be able to...
iOS 26 on Three iPhones

Hate iOS 26's Liquid Glass Design? Here's How to Tone It Down

Wednesday June 11, 2025 4:22 pm PDT by
iOS 26 features a whole new design material that Apple calls Liquid Glass, with a focus on transparency that lets the content on your display shine through the controls. If you're not a fan of the look, or are having trouble with readability, there is a step that you can take to make things more opaque without entirely losing out on the new look. Apple has multiple Accessibility options that ...
Mac Studio Feature

Apple Begins Selling Refurbished Mac Studio With M4 Max and M3 Ultra Chips at a Discount

Thursday June 12, 2025 10:14 am PDT by
Apple today added Mac Studio models with M4 Max and M3 Ultra chips to its online certified refurbished store in the United States, Canada, Japan, Singapore, and many European countries, for the first time since they were released in March. As usual for refurbished Macs, prices are discounted by approximately 15% compared to the equivalent new models on Apple's online store. Note that Apple's ...
iOS 26 Feature

Apple Seeds Revised iOS 26 Developer Beta to Fix Battery Issue

Friday June 13, 2025 10:15 am PDT by
Apple today provided developers with a revised version of the first iOS 26 beta for testing purposes. The update is only available for the iPhone 15 and iPhone 16 models, so if you're running iOS 26 on an iPhone 14 or earlier, you won't see the revised beta. Registered developers can download the new beta software through the Settings app on each device. The revised beta addresses an...
maxresdefault

Everything Apple Announced at WWDC 2025 in 10 Minutes

Monday June 9, 2025 5:21 pm PDT by
At today's WWDC 2025 keynote event, Apple unveiled a new design that will inform the next decade of iOS, iPadOS, and macOS development, so needless to say, it was a busy day. Apple also unveiled a ton of new features for the iPhone, an overhauled Spotlight interface for the Mac, and a ton of updates that make the iPad more like a Mac than ever before. Subscribe to the MacRumors YouTube channel ...

Top Rated Comments

d4rkc4sm Avatar
139 months ago
Ios 7/8 sucks is why
Score: 37 Votes (Like | Disagree)
SirLance99 Avatar
139 months ago
I have a feeling that many cheaper tablets are bought and played with for the first few days (perhaps a couple of weeks) and then end up going untouched for large chunks of time.

Yeah, because this is the same thing that's been happening quarter after quarter. People just keep buying cheap tablets and not using them. They must have so much disposable money to keep doing that.
Score: 26 Votes (Like | Disagree)
dannyyankou Avatar
139 months ago
They need to Snow Leopard iOS
Score: 25 Votes (Like | Disagree)
dannyyankou Avatar
139 months ago
It is not surprising when many customers found their iPhone 6+ were as bent as Tim Cook.
This story is about iPads, and I find your attempt of humor in light of recent news to be rather pathetic.

I wish we still had the down vote button.
Score: 23 Votes (Like | Disagree)
mr.bee Avatar
139 months ago
people are fed up with using their ipad as an expensive toilet read? :)

for me, two reasons:

ios 8 is not professional enough

ipad mini got beaten by the lame stick
Score: 23 Votes (Like | Disagree)
3N16MA Avatar
139 months ago
I have a feeling that many cheaper tablets are bought and played with for the first few days (perhaps a couple of weeks) and then end up going untouched for large chunks of time.
Score: 16 Votes (Like | Disagree)