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IDC: iPad had 83% tablet share in 2010, to keep it in 2011

updated 11:20 am EST, Thu March 10, 2011

IDC says iPad had 83pc tablet share in 2010

Steve Jobs' claims of Apple having 90 percent of the tablet market in 2010 weren't far off, IDC found on Thursday. It gave the iPad 83 percent of the tablet market in 2010. Apple's share was down to 73 percent in the fall, but only because of the then-new Galaxy Tab carving out 17 percent during its initial run.

While it didn't give definite figures, the research group believed that Samsung may have sabotaged its own chances at better sales. The Korean company had said its performance was "quite smooth," but its sales to shipment ratio was reportedly poor due to a "lack of competitive pricing," IDC said. Samsung regularly charged just $30 less for its smaller, shorter-lived Galaxy Tab in the US versus a 3G iPad and often chained the tablet to a data plan, hiking its real cost.

Analysts also expected Apple to hold on to virtually all of that share in 2011. Despite other predictions of a decline, the iPad should still have 70 to 80 percent of the market this year. Only companies that could both compete on technology and price at the same time had a real chance, IDC said, and they also had to have the sheer distribution scale to make an impact.

The Motorola Xoom was one of these, but the decision to ship through Verizon first with an $800 price was a "barrier" that could lock it out of getting meaningful share. Motorola has promised an eventual Wi-Fi Xoom and may sell it for much less, but Apple will have had an unchallenged iPad 2 launch if the cheaper Xoom ships in early April.

Almost all tablet sales at the end of 2010, 89 percent, were in the iPad-friendly US, Western Europe and non-Japanese parts of the Asia-Pacific region.

IDC also used the opportunity to examine the market share for dedicated e-readers. The Kindle's lead widened in fall, growing to 48 percent both in the season and for that year. Pandigital's emphasis on very cheap readers pushed it up to second place for the fall, but it slightly lost out to Barnes & Noble's Nook range for the whole year.

Hanvon was fourth place through its dominance of China, where it ships half of its hardware. Sony was a relatively small player with just 800,000 Readers sold for all of 2010, but an 80.7 percent spike at the end of the year gave it a major lift.

by MacNN Staff



    Comment buried. Show
  1. chippie

    Joined: Dec 1969


    A 70% to 80% Share Expected For Apple

    in 2011 is a bit rich. Try 50% to 60%. The ipad just isn't suitable for many people who want tablets. Many people do not want to be locked into apple's ecosystem!

    Comment buried. Show
  1. chippie

    Joined: Dec 1969



    My point is clearly stated: Many people do not want to be locked into apple's ecosystem!
    What part of that is incomprehensible? Fanboy?

  1. chippie

    Joined: Dec 1969



    I haven't projected my bias without thinking. I chose my words carefully, and always do. In 2010 the only widely available tablets were by archos and apple until November when Samsung released The Galaxy Tab. In two little months apple lost 12% market share to just Samsung. Now add Dell, HTC and Motorola. Logically apple will lose more market share. Eventually add in Rim, HP, ASUS, Acer and Sony, apple will lose even more share. "Many" and "Most" are speculative terms. I was being reasonable with my projections for 2011. 2012, I see apple's ipad having only 30% to 40% of the tablet market." ' Most' don't care about being locked-in, or not." 'Many' will never allow their credit card number and pin code to sit on itunes servers. The market is driven by vanity. No one needs a tablet, so factors - like price/performance and app availability are just marketing hype(BS)! A really useful( not playful) tablet will have a full OS and USB ports making app stores unnecessary so they can function like our laptops and desktops currently do." I am no fanboy!"

  1. testudo

    Joined: Dec 1969


    Sorry chippie

    You're completely wrong. Your math is wrong. Your thinking is wrong. Your understanding of simple economics is wrong. Your understanding of the consumer is wrong.

    Apple will stay at 85% because they have the bestest device ever, and everyone who wants a tablet wants it. The only people who want anything but an iPad are Apple-haters or Android fanboys. No one else will ever touch a thing, because they're fuglier than anything Apple makes and the iPad is an 'it' device that you must have because if you don't, you're a looser.

    Do you understand now, sir?

  1. wrenchy

    Joined: Dec 1969


    @ testudo

    ROFL! Nice one.

  1. Salsa

    Joined: Dec 1969


    The Ecosystem Advantage

    I have to agree with @dscottbuch. As far as 2010 CQ4, it has been reported that Samsung shipped large numbers by stuffing the channel with inventory that wasn't moving. Galaxy Tab sold far less than shipped. Apple could have sold more if they had the production capacity to keep up with the strong demand.

    Having said that, I think that Apple is in a stronger position going forward. The iPad was a relative poor fit for the tech savy early adopters who bought it. All of us in this thread are far more tech savy than the average consumer who will be buying tablet PCs in the next few years. Those neo-luddites are perfect customers for the easiest to use product. In this market, that would be the iPad with the ecosystem that limits choice but also simplifies the system integration process.

    Also, I think that your idea of a "useful (not playful) tablet" and "a full os" are going to be outdated in the new world of computing for the masses. It would be like arguing in 1981 that the PC would fail because it couldn't read punchcards so it wasn't a real computer. The PC became useful in new ways, performing different functions, and for new users that the mainframe experts couldn't imagine when they called the PC a toy.

    1970's - era of punchcard
    1980's - era of keyboard
    1990's - era of mouse
    2010's - era of multi-touch

  1. chippie

    Joined: Dec 1969



    The $100 reduction on all 1st gen ipads and $100 refunds on recently sold ipads is to clear out all the unsold overproduction of the ipad. This reduced price is in every market the whole world over that has the ipad .So it isn't 10,000 or 100,000 unsold ipad originals in inventory, it is hundreds of thousands, if not a million plus. Samsung like apple and all other tech companies consider orders shipped to retailers as sales. These companies will only accept returns when there is a defect. If stores over order, it is their problem. Not the manufacturer.

    Having said that, the first ipad is an underpowered piece of junk, even less powerful and versatile than a netbook. Actually, this can be said of all the new tablets including ipad 2. And they cost at least twice as much as netbooks. I agree that current tablets are for neo-luddites. Mass consumerism. When I see what is passing for a tablet revolution, the old expensive( $1000+) niche tablets with stylus support are starting to look very attractive. They had OS's and ports so they could connect to ordinary peripherals.

    The current business model for tablets is that they serve the apps market place. When the apps should supplement the tablet. This issue is what has so many tech companies afraid to release their tablets or redesigning them to be app centric. They just are not sure that the apps based model is what serious businesses or tech aware consumers want. And only time will tell if ordinary consumers are temporarily curious about apps or serious about them.

    As for cloud computing, nothing private sensitive (borrowed) personal or important of mine will be stored where I can not securely delete it. So only on my own servers and storage devices. I don't mind using the cloud for trivial things. No one has access to my hard drives but me.

    And as far as the direction future computing is heading, it has always been toward more( pun intended) more power and more functionality. People get upset when it tries to go to less or backwards. Witness, the bruhaha about netbooks and now underpowered tablets.

  1. chippie

    Joined: Dec 1969




  1. Salsa

    Joined: Dec 1969



    Apple had channel inventory at the beginning and the end of the quarter, mostly washing out and leavinge the number of units shipped pretty close to final sales to end users. The Samsung Tab didn't ship until the fourth quarter and went mostly to stuffing the sales channels with inventory, not final sales. Apple still dominated the quarter in final sales to end users.

    I see we agree that while the iPad isn't for tech savvy users like you, it is ideal for mainstream consumers. That is where AAPL will make the money. In the long run, the Mac will serve the tech savvy niche market while the iPad (and even the iPhone) get the mainstream consumer.

    I disagree that computing revolutions have always been toward more power. The mainframe had more power than the desktop which had more power than the laptop which has more power than the smartphone. Still computation has been moving downstream toward smaller, lighter, more mobile devices. Computing power has been moving closer to the physical location where it is needed. It has been becoming less centralized and more mobile and distributed rather than more powerful.

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