iPad Continues to Lead Declining Tablet Market in First Quarter

The latest numbers from market research firm IDC's Worldwide Quarterly Tablet Tracker reveal that Apple continues to be the largest vendor in a declining tablet market, shipping 12.6 million iPads in the first quarter of 2015 to capture a 26.8% share of the global tablet market. Apple maintained the top position despite facing a 22.9% decline in tablet shipments compared to the year-ago quarter.

IDC Q1 2015 Tablets
Samsung was the second largest tablet vendor with 9 million tablet shipments in the first quarter, good for 19.1% market share in the global tablet market and a 16.5% year-over-year decline. Lenovo, Asus and LG Electronics rounded off the top five, with 2.5 million, 1.8 million and 1.4 million global tablet shipments in the first quarter respectively for a combined 12.2% market share.

Apple, Samsung and several other electronics makers are feeling the effects of a prolonged slowdown in the tablet market, with the iPad declining in annual growth for five consecutive quarters and competing tablets experiencing similar trends. The launch of the larger iPhone 6 and iPhone 6 Plus and lack of major updates to the iPad lineup since 2013 are likely contributing factors to falling iPad sales over the past few years, while consumers also upgrade their tablets less often than smartphones.

Apple CEO Tim Cook, during the company's recent earnings call, said he believes that continued investments in the company's product pipeline and shift to the enterprise market will help the iPad be an "extremely good business over the long-term," although he stopped short of providing a forward-looking statement about when iPad sales could begin growing again.

"And so my belief is, that as the inventory plays out, as we make some continued investments in our product pipeline, which we're doing, that we already had planned and have had planned for some time," said Cook. "Between that, the inventory playing out, the enterprise starting to take over, I think still, i believe the iPad is an extremely good business over the long-term. When precisely it begins to grow again I wouldn't want to predict, but I strongly believe that it will."

Strategy Analytics shared smartphone data for the first quarter on Wednesday.

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

Top Rated Comments

(View all)
Avatar
71 months ago
You need a keyboard and you need a good way to shuttle files between programs. If you're going to do actual work.

iOS is built to be idiot-proof and malware-proof, but unfortunately that makes it pretty work-proof for a lot of purposes.
Score: 17 Votes (Like | Disagree)
Avatar
71 months ago
iPad's hardware is great & matured but it's software has not. iOS on iPad needs updated in a lot of ways (ex. Why does a folder only show 9 icons on the iPads 9.7" screen).

It feels like Apple has put iPad's version of iOS on cruise-control.
Score: 14 Votes (Like | Disagree)
Avatar
71 months ago
It will start growing again once they start utilizing the larger screen in a more powerful way. Software advancement I think is what is needed to push iPad now
Score: 12 Votes (Like | Disagree)
Avatar
71 months ago

If I was going to have a tablet, I would have an iPad. I've had three, but replaced them with an MacBook Air 11". It does everything the iPad can't and I use it all the same places.

I got over the non-retina in about a week.


I can't agree with this.

1. Reading on my mac vs in bed on my iPad is a completely different experience. I much, much prefer using my iPad.

2. During Lunch breaks, its so much easier to read on my iPad as opposed to my computer.

3. GAMES! The range of games on iPad far surpass that on my mac.

4. Walking and working. When I took a tour of a building we were thinking of renting, it was much easier to use my iPad to see my notes/questions, pull up the floor plan, take pictures of the space, etc.

For non-business work, I use my iPad about 90% of the time compared to my Macbook Air.

That said, I'm still on iPad 2!!!! Nothing has made me upgrade yet.
Score: 10 Votes (Like | Disagree)
Avatar
71 months ago
I refuse to believe this is anything other than tablets don't get replaced very often. From what I've seen in just daily observations, people use their tablets like crazy. I see mostly iPads, but also Kindle Fires, e reader Kindles, and even a few Android tablets ALL OVER THE PLACE.

The last time we went out to Red Robin for dinner, I saw at least three families with iPads. Is it obnoxious to bring a tablet to dinner? Yes. But people do love these things, and use them all the time.

I don't think this declining sales story necessarily paints the whole picture. However, I will admit that ever since getting my iPhone 6, my iPad usage has declined.
Score: 10 Votes (Like | Disagree)
Avatar
71 months ago

LOTS of products "just last", but you don't see 25% declines quarter after quarter.

The tablet market is cratering. There's no two ways around that.


It's saturated, there's no real need to constantly upgrade. It will stabilize and be consistent at some point.
Score: 5 Votes (Like | Disagree)

Top Stories

iOS 14 Widgets Offer iPhone Users Creative Home Screen Ideas

Sunday September 20, 2020 8:43 pm PDT by
Updated on September 22nd with hands on video. In iOS 14, Apple introduced ‌the concept of Home Screen‌ widgets, which provide information from apps at a glance. Widgets can be pinned to the Home Screen in various spots and sizes, allowing for many different layouts. Despite the relative lack of...

iPhone 12 Lineup Rumored to Be Named 'iPhone 12 mini,' 'iPhone 12,' 'iPhone 12 Pro,' and 'iPhone 12 Pro Max'

Monday September 21, 2020 5:24 am PDT by
Leaker known as "L0vetodream" has today shared the alleged naming for the upcoming iPhone 12 lineup on Twitter. The tweet proposes that the upcoming iPhone 12 models will be titled "iPhone 12 mini," "iPhone 12," "iPhone 12 Pro," and "iPhone 12 Pro Max." The names likely correspond to the three expected sizes of iPhone 12, with the 5.4-inch model being the iPhone 12 mini, the 6.7-inch model ...

PSA: New Apple Watch Owners Have to Return Entire Device for Ill-Fitting Solo Loop or Braided Solo Loop

Monday September 21, 2020 3:26 pm PDT by
With the Apple Watch Series 6, Apple introduced two new band options, the Solo Loop and the Braided Solo Loop. These new bands are unique because they have no clasps, buckles, or other fasteners, and instead use a stretch design to allow them to pull onto the wrist over the hand. Because these bands are not adjustable, Apple sells each one in nine different sizes to make sure each person...

Apple Releases First Public Betas of iOS 14.2 and iPadOS 14.2 With New Shazam Control Center Options

Monday September 21, 2020 10:34 am PDT by
Apple today seeded the first public betas of upcoming iOS 14.2 and iPadOS 14.2 updates to its public beta testing group, a few days after seeding the first betas to developers and a little less than a week after releasing the iOS 14 and iPadOS 14 updates. Public beta testers who have signed up for Apple's beta testing program can download the iOS and iPadOS‌ 14.2 updates over the air after ...

Kuo: Apple to Accelerate Adoption of Mini-LED Displays in iPad and Mac Notebook Lineups

Sunday September 20, 2020 10:00 pm PDT by
Increased competition among Apple's suppliers for mini-LED display chips will accelerate the company's adoption of the advanced technology in its iPad and MacBook lineups, according to a new research note from analyst Ming-Chi Kuo seen by MacRumors. Kuo says that while Epistar had been predicted to be the exclusive supplier of mini-LED chips for Apple products in 2021, Sanan Optoelectronics...

AirPods Studio Rumored to Come With U1 Chip, Ultra-Wideband Said to Be Vital to Future Apple Ecosystem

Sunday September 20, 2020 6:17 am PDT by
Proven leaker known as "L0vetodream" has today shared a range of information about the ultra-wideband U1 chip in Apple's upcoming AirTags item trackers and AirPods Studio headphones. The first of a series of tweets shared today simply stated that AirPods Studio will contain an ultra-wideband U1 chip. It seems likely that the U1 chip would be used in AirPods Studio to track the location of...

AT&T Already Working on 6G, Says 5G iPhones Might Not Be 'Massive Event' Due to Economic Uncertainty

Monday September 21, 2020 10:05 am PDT by
Apple's upcoming launch of 5G iPhones might not be a "massive event" due to economic uncertainty amid the global health crisis, AT&T Communications CEO Jeff McElfresh said in a paywalled interview published by CNBC. "I do believe that you will see many of the iPhone subscribers move to upgrade to the device," said McElfresh. "But I wouldn't forecast that it's going to be a massive event. I...

Microsoft Announces Outlook for Mac Redesign, Improvements to iOS and watchOS Apps

Tuesday September 22, 2020 8:56 am PDT by
Microsoft has today announced plans to bring a new design to its Outlook for Mac app along with several other improvements and features for Outlook on iOS and watchOS. In preparation for the public release of macOS Big Sur, Microsoft has been testing a new design for Outlook on Mac. The design includes Microsoft's Fluent icons and several design cues from Big Sur such as rounded corners....

iOS 14 Adoption Surpasses 25% Across iPhone and iPad Five Days After Release

Monday September 21, 2020 9:06 am PDT by
Five days after Apple released iOS 14, adoption of the software update has reached approximately 26 percent of active iPhone, iPad, and iPod touch devices, according to mobile analytics company Mixpanel. This includes iPadOS 14. iOS 14 adoption appears to be outpacing iOS 13, which was installed on approximately 20 percent of active devices one week after its release last year, according to...

When Will the iPhone 12 Launch? Here's What We Know

Wednesday September 16, 2020 6:12 am PDT by
Yesterday's "Time Flies" Apple event saw the release of the Apple Watch Series 6, Apple Watch SE, iPad 8, and iPad Air 4, but no new iPhone models. Rumors before the event strongly alleged that it would not see the unveiling of new iPhones, with many reports pointing to an October launch. The lack of new iPhone models yesterday seems to confirm that the iPhone 12 lineup will not appear...