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 (Neutral)
Related Forum: iPad

Top Rated Comments

d4rkc4sm Avatar
86 months ago
Ios 7/8 sucks is why
Score: 37 Votes (Like | Disagree)
SirLance99 Avatar
86 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
86 months ago
They need to Snow Leopard iOS
Score: 25 Votes (Like | Disagree)
dannyyankou Avatar
86 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
86 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
86 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)

Top Stories

iphone12protriplelenscamera

Apple's Orders for Key iPhone 13 Camera Component Expected to Outstrip Entire Android Market

Wednesday June 9, 2021 12:47 am PDT by
Major camera upgrades coming to the iPhone 13 series are putting increased pressure on suppliers to meet Apple's demand for key lens components, according to a new DigiTimes report. Apple has reportedly put Taiwan-based makers of voice coil motor (VCM) components on notice to increase their capacity by 30-40% in order to meet the company's demand, which is expected to outstrip the entire...
live text macos monterey

Several macOS Monterey Features Unavailable on Intel-Based Macs

Wednesday June 9, 2021 8:23 am PDT by
While there are many great new features in macOS Monterey, several of them are not available on Intel-based Macs, according to Apple. On the macOS Monterey features page, fine print indicates that the following features require a Mac with the M1 chip, including any MacBook Air, 13-inch MacBook Pro, Mac mini, and iMac model released since November 2020:Portrait Mode blurred backgrounds in...
m1x mbp tags feature

Apple Lists 'M1X MacBook Pro' in YouTube Tags for WWDC Keynote Video

Wednesday June 9, 2021 7:19 am PDT by
Before WWDC, rumors largely driven by leaker Jon Prosser suggested that Apple would announce redesigned 14-inch and 16-inch MacBook Pros during the conference. Those rumors, however, did not come to fruition. Interestingly, though, Apple lists "m1x MacBook Pro" as a tag for the WWDC keynote uploaded on YouTube. The tag, first spotted by Apple YouTuber Max Balzer on Twitter, is among other...
macos monterey setup assistant

macOS Monterey Allows You to Erase a Mac Without Needing to Reinstall the Operating System

Wednesday June 9, 2021 4:41 pm PDT by
It's been a few days since Apple announced macOS Monterey, and we continue to dig through new features that weren't mentioned during the WWDC keynote, including a much more convenient way of erasing a Mac. Following in the footsteps of the iPhone and iPad, the Mac has gained an "Erase All Content and Settings" option on macOS Monterey. The option allows you to erase all user data and...
apple repair service expansion iphone repair 07072020 big

Apple Agrees to Multimillion-Dollar Settlement After iPhone Repair Technicians Post Customer's Private Photos Online

Monday June 7, 2021 2:44 am PDT by
Apple has paid a 21-year-old millions of dollars in a legal settlement after photos and videos from the customer's iPhone, sent in for repair, were uploaded to Facebook, leading to "severe emotional distress," according to a new report from The Telegraph. The incident occurred in 2016 at a repair facility run by Apple supplier Pegatron in California. The 21-year-old college student sent her...
16 inch macbook pro m2 render

New MacBook Pro Shipments Forecasted to Begin in Third Quarter

Tuesday June 8, 2021 8:28 am PDT by
While leaker Jon Prosser claimed that a new MacBook Pro was coming at WWDC, Apple's keynote did not include any new hardware announcements. Instead, it is looking increasingly likely that redesigned 14-inch and 16-inch MacBook Pro models powered by a faster iteration of the M1 chip will be released in the third or fourth quarter of the year. A paywalled preview of a DigiTimes report today...
maxresdefault

Hands-On With iOS 15: See Apple's New Operating System Update in Action

Tuesday June 8, 2021 3:28 pm PDT by
Apple yesterday unveiled iOS 15, the newest version of the iOS operating system that runs on the iPhone (and the iPad with iPadOS 15). iOS 15 is a significant update that introduces many important new features, and we thought we'd give MacRumors readers a first look at the new software. Subscribe to the MacRumors YouTube channel for more videos. Not everything that was announced yesterday is...
imac macbook pro macos monterey

Newer Macs Can Use Another Mac as an External Display on macOS Monterey

Wednesday June 9, 2021 2:10 pm PDT by
One of the key new features of macOS Monterey is the ability to AirPlay content to a Mac from other Apple devices, such as an iPhone, iPad, or another Mac. According to the macOS Monterey features page, AirPlay to Mac works works both wirelessly or wired using a USB cable, with Apple noting that a wired connection is useful when you want to ensure that there's no latency or don't have access to a ...
Dark Sky App Featured

Dark Sky iOS App, Website, and API Now Scheduled to Remain Available Until End of 2022

Thursday June 10, 2021 7:34 am PDT by
Last year, Apple acquired the weather app Dark Sky, and shortly after its purchase, Apple shut down the app for Android. Despite the revamped iOS 15 Weather app taking heavy inspiration from Dark Sky, the weather's app standalone iOS app, web app, and API will remain available until the end of next year, compared to the end of this year, as previously planned. Dark Sky announced in an update ...
photos app remove from featured

iOS 15 Finally Lets You Block Your Exes From Ruining Your Photo Memories

Wednesday June 9, 2021 12:37 pm PDT by
With iOS 15, Apple is introducing more granular control over the people and places that show up in your Photos Memories, letting you fine tune just who makes random appearances in the Photos app and the Photos widget. In iOS 14, the option on the right was available, but in iOS 15, the person-specific option is new You've already been able to select "Suggest Fewer Memories Like This" when...