iPad Putting Pressure on Windows and Android Tablet Competitors, Says Strategy Analytics

Despite the worldwide tablet market declining in shipments for 14 consecutive quarters, the iPad is seeing growth, and regaining market share over its competitors, according to research firm Strategy Analytics.

surface vs ipad
Earlier this week, Apple reported that it sold 11.55 million iPads in the second quarter of 2018, spanning April 1 through June 30. Those sales gave Apple a 28.2 percent share of the worldwide tablet market in the second quarter, its highest in that period since 2013, according to Strategy Analytics.

strategy analytics tablets q2 2018
Apple's second quarter share of the worldwide tablet market based on historical data from the research firm:

  • 2012: 47.2%

  • 2013: 28.3%

  • 2014: 25.3%

  • 2015: 21.5%

  • 2016: 21.3%

  • 2017: 26.1%

  • 2018: 28.2%

Apple's market share was boosted by the launch of a new lower-cost iPad in late March, shortly prior to the educational buying season, and just days before the second quarter. The tablet, starting at $329, lowered the iPad's average selling price to $410 last quarter, down from $434 in the year-ago period.

Apple's presence in both the lower-priced market, with the iPad, and higher-end market, with the iPad Pro, is putting pressure on its competitors like Microsoft and Samsung, according to Strategy Analytics.

Chirag Upadhyay, Senior Research Analyst at Strategy Analytics:

Apple is using its market size and brand power to put pressure on its Windows and Android competitors. By lowering prices and adding more functionality during every product cycle for the last year, Apple has regained several points of market share and still maintaining a strong ASP due to its Pro and standard iPad mix. Android vendors, in particular, should be very concerned with how much revenue they are losing to Apple in 2018.

Android shipments fell to 23.6 million units worldwide in the second quarter, down 10 percent from 26.4 million in the year-ago quarter, according to Strategy Analytics. Likewise, Windows shipments fell two percent to 5.8 million units in the second quarter, from 5.9 million a year earlier, the research firm said.

Nevertheless, Microsoft's shipments of the Surface Pro and Surface Book 2 reached over one million in the second quarter, and could reap even better results in the current quarter with the release of the Surface Go, according to Eric Smith, Director of Connected Computing at Strategy Analytics.


Surface Go launches today with a base price of $399, although with a Type Cover keyboard, the price jumps to $498.

For now, though, the iPad easily remains the world's most popular tablet, in a market where many Android vendors are losing share and revenue due to falling prices and a perceived lack of innovation.

Related Roundups: iPad Pro, iPad
Related Forum: iPad

Top Rated Comments

skinned66 Avatar
41 months ago
The lower cost iPad was a great move by Apple. iPads are pretty much the best tablet experience there is IMO. Android tablets are mixed bags and the Windows hybrids while certainly convenient still feel like a computer to me.

I can see why they're still on top.
Score: 23 Votes (Like | Disagree)
Nozuka Avatar
41 months ago
i just wish they made a new iPad Mini.... it's my favorite size.

iPad Mini Pro would be perfect. Around 8''.
Score: 13 Votes (Like | Disagree)
Relentless Power Avatar
41 months ago
The lower cost iPad was a great move by Apple. iPads are pretty much the best tablet experience there is IMO. Android tablets are mixed bags and the Windows hybrids while certainly convenient still feel like a computer to me.

I can see why they're still on top.
It’s the only real tablet experience in my opinion, but now that they implemented the Apple Pencil support for the entry level iPad, I think that expanded that much more for its usefulness for the price point. The only drawback being the lack of laminated display.
Score: 10 Votes (Like | Disagree)
Abazigal Avatar
41 months ago
Would be nice if Apple made an iPad in 16:9 widescreen ratio. Like say the Kindle Fire. The iPad is just too square IMO
That’s just the way I like it, mainly because I do a lot of reading on it and project it to a VGA projector regularly. But maybe that’s just me.
Score: 6 Votes (Like | Disagree)
iapplelove Avatar
41 months ago
Seriously, is there a stable , more well built tablet than an iPad?

My iPad Air still handles every day tasks like a champ.

iPads are also known for epic battery life.
Score: 6 Votes (Like | Disagree)
YaBe Avatar
41 months ago
The problem with Android tablets is not HW or OS, it's the apps!!!

While in IOS you have very good and dedicated Apps, on Android most of them are blown up phone version, and mani lack basic features.
Score: 6 Votes (Like | Disagree)

Top Stories

iphone 12 colors 2021

iPhone 12 Colors: Deciding on The Right Color

Thursday November 5, 2020 8:35 am PST by
The iPhone 12 and iPhone 12 Pro arrived last October in a range of color options, with entirely new hues available on both devices, as well as some popular classics. The 12 and 12 Pro have different color choices, so if you have your heart set on a particular shade, you might not be able to get your preferred model in that color. iPhone 12 mini and iPhone 12 The iPhone 12 mini and iPhone 12...
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...
iCloud General Feature

iCloud+'s New Custom Email Domain Feature Now Available in Beta

Wednesday August 25, 2021 7:48 am PDT by
Starting with iOS 15, iPadOS 15, and macOS Monterey, users with a paid iCloud+ storage plan can personalize their iCloud email address with a custom domain name, such as johnny@appleseed.com, and the feature is now available in beta. iCloud+ subscribers interested in setting up a custom email domain can visit the beta.icloud.com website, select "Account Settings" under their name, and select ...
iPhone 13 Dummy Thumbnail 2

Full iPhone 13 Feature Breakdown: Everything Rumors Say We Can Expect

Tuesday August 31, 2021 7:50 am PDT by
With the launch of Apple's iPhone 13 lineup believed to be just a few weeks away, we have compiled all of the coherent rumors from our coverage over the past year to build a full picture of the features and upgrades coming to the company's new smartphones. For clarity, only explicit improvements, upgrades, and new features compared to the iPhone 12 lineup are listed. It is worth noting that...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
macbook air deals

Deals: Amazon Drops Price of 256GB M1 MacBook Air to New Low of $849.99 ($149 Off)

Friday August 27, 2021 6:16 am PDT by
Amazon today introduced new low prices on the M1 MacBook Air for both 256GB and 512GB storage options. To start, you can get the 256GB model for $849.99, down from an original price of $999.00. Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running. Only Silver and Gold are...
maxresdefault

New MacBook Pro Models Coming at WWDC, Suggests Leaker

Monday May 24, 2021 1:27 pm PDT by
New MacBook Pro models are coming at WWDC, according to leaker Jon Prosser who has a mixed track record when it comes to predicting Apple's plans. Subscribe to the MacRumors YouTube channel for more videos. Prosser provided no additional information, but there are new 14 and 16-inch MacBook Pro models in the works. The new MacBook Pros will feature the most radical redesign to the MacBook Pro ...
calculatorapp

iOS 11 Bug: Typing 1+2+3 Quickly in the Calculator App Won't Get You 6

Tuesday October 24, 2017 2:03 pm PDT by
A bug in the built-in Calculator app in iOS 11 is getting some major attention this week, despite the fact that it's been around since iOS 11 was in beta testing. At issue is a calculator animation that causes some symbols to be ignored when calculations are entered in rapid succession. You can try it for yourself: Type 1+2+3 and then the equals sign into the Calculator app quickly. Due to...
maxresdefault

'Being James Bond' Retrospective Will Be Free to Watch Through Apple TV App

Tuesday August 31, 2021 8:25 am PDT by
Update 9/7/21: "Being James Bond" is now available to watch through the Apple TV app. Ahead of the theatrical release of James Bond film "No Time To Die" on October 8 in the United States, a 45-minute retrospective titled "Being James Bond" will be available to watch for free through the Apple TV app, according to Deadline. The story from MGM is said to feature Daniel Craig reflecting ...
ted lasso notchless phone

No, That Notchless iPhone Spotted in 'Ted Lasso' Isn't the iPhone 13

Tuesday August 31, 2021 2:15 am PDT by
Recent sightings of a notchless iPhone in highly popular Apple TV+ comedy "Ted Lasso" have led to sensational headlines suggesting this is a canny bit of product placement on Apple's part and that the iPhone 13 will be notchless. In actuality – and this could go without saying – the phone in question is very likely just showing a poorly superimposed display added in post-production. Notchless ...