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Apple's iPad maintains global dominance, but loses further ground

updated 11:55 am EDT, Thu July 24, 2014

Apple, Samsung give up share to Lenovo, ASUS, others

Although Apple's iPad is still the leading tablet globally, the company is continuing to lose marketshare, according to new IDC shipment data. Year-over-year, Apple's June-quarter tablet share fell from 33 to 26.9 percent, based on shipments of 13.3 million iPads this quarter versus 14.6 million in Q2 2013. The company's next closest competitor, Samsung, saw its share slip from 18.8 percent to 17.2.

Apple and Samsung's losses were the gain of companies like Lenovo and ASUS. The former grew its share from 3.3 to 4.9 percent, while ASUS advanced from 4.5 to 4.6. IDC's nebulous "others" category -- which includes companies like Amazon and Microsoft, alongside no-name Chinese brands -- grew from 37 to 44.4 percent. Acer failed to benefit, sliding from 3.4 percent to two percent.

IDC credits the figures to the evolution of the tablet industry. "By now, most traditional PC and phone vendors have at least one tablet model in the market, and strategies to move bundled devices and promotional offerings have slowly gained momentum," it writes. Notably the company's data includes hybrid tablets, which also function as laptops, and which may skew perceptions compared to limiting the data to "dedicated" tablets.

by MacNN Staff



  1. bjojade

    Fresh-Faced Recruit

    Joined: 06-07-07

    Which is more important, shipment marketshare, or usage marketshare? Yes, Apple is selling less iPads because everyone has one now. People are still using iPad 1's and iPad 2's. How many 4 year old other tablets are in use at all?

  1. apostle

    Junior Member

    Joined: 04-16-08

    I have an iPad 1. I have no plans to "upgrade" it. The newer tablets do nothing for me personally that I can't do on my iPad 1.

  1. davesmall

    Fresh-Faced Recruit

    Joined: 10-20-06

    Apple is not competing against cheap tables in the $100 to $300 price range. That isn't a market that they've targeted at all. Therefore, they aren't losing customers to those products.

    Where Apple far outdistances all the rest is in usage statistics. Apple users love their iPads and use them constantly. Other brands, not so much.

  1. TomMcIn

    Fresh-Faced Recruit

    Joined: 12-21-01

    Using overall shipping counts is just what lazy writers and analysts use to fill their quotas. Usage and profit are the critical factors and if writers can't collect these, they should stop writing. If companies won't report these, they should be excluded from the analysis. When companies lose the free advertising that comes with such reports, they may decide to expose the truth.

  1. Charles Martin

    MacNN Editor

    Joined: 08-04-01

    We do routinely mention -- though this particular article omits it -- that these figures are based on shipments only and are thus in no way reflective of sales to end-users, though shipments can be indicative of general trends.

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