Apple tablet lead under pressure

Apple tablet lead under pressure

28 NOV 2012

Apple’s lead in the tablet sector is under pressure as its market share declined by 14 percent in the third quarter of 2012.

ABI Research found that the various models of the iPad made up 55 percent of unit shipments during the period, giving Apple the market lead for the tenth consecutive quarter. However, competition from Android-powered tablets is having an impact with Apple’s current market share at its lowest since the 2010 launch of the iPad. Android secured a 44 percent share of tablet shipments in the third quarter.

Samsung holds second place in terms of market share, followed by Amazon, then ASUS.

Although Apple has addressed the flurry of 7-inch Android tablets that have arrived on the market with the introduction of the iPad mini, ABI Research senior practice director Jeff Orr said that the company “has failed to deliver a knock-out punch through innovation, pricing, and availability during the most critical selling period of the year”.

The figures suggest that the launch of the iPad mini has seen consumers go for the smaller model instead of the standard size iPad, rather than switch from an Android alternative.

With Android now the choice of the majority of device OEMs, Orr said he expects the Android ecosystem to continue to grow.


Tim Ferguson

Tim joined Mobile World Live in August 2011 and works across all channels, with a particular focus on apps. He came to the GSMA with five years of tech journalism experience, having started his career as a reporter... More

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