Apple continues to remain the undisputed leader in the tablet market even as the industry continues to see decline in shipments. According to IDC, the tablet market declined 13.5 percent during the second quarter of 2018 and global shipments fell to 33 million units.
The data tracker from International Data Corporation shows that slate tablets accounted for the majority of the market with 28.4 million units, which was down 14.5 percent from the previous year. The detachable tablets also declined during the quarter due to lack of timely launch of products from major brands in the segments. IDC says the detachable market was primarily driven by premium products from brands like Apple and Microsoft but lack of refreshed models from these brands led to a slump in market share.
“Though consumers and businesses alike have shown interest in the detachable form factor, those operating on tighter budgets have had very few options available to them and hence some have opted for traditional PCs. However, with the launch of the Surface Go, Chrome OS-based detachables, and hopefully a more affordable iPad Pro in the future, the detachable category still has a bright future, provided the performance and software lines up with users’ expectations,” said Jitesh Ubrani, senior research analyst with IDC.
In terms of individual market share, Apple is the leader and the launch of a newer iPad towards the end of the first quarter and improvements to the operating system led to growth. Apple shipped 11.5 million iPads during the quarter and now controls 34.9 percent of the market. The company registered 0.9 percent growth in shipment year-over-year, which was modest but better than its rivals.
Samsung maintained its second rank despite a 16 percent year-over-year decline in shipment. For Samsung, the decline was witnessed in both slate and detachable tablets category. The market share could improve in the upcoming quarter with the release of Galaxy Tab S4 but it is facing increased pressure from Chrome OS-based detachables.
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Huawei took third spot with 3.4 million tablets shipped during the quarter. The Chinese technology giant saw a surprise 7.7 percent jump in shipments and now controls 10.3 percent of the tablet market. IDC says Huawei’s majority of the shipments come from markets like Asia-Pacific, excluding Japan and its detachables shipments is also increasing rapidly.
Lenovo took the fourth spot despite 8.4 percent decline while Amazon was fifth after 33.5 percent decline in sales of Kindle tablets. The top five players now control over 71 percent of the tablet market with one clear leader: Apple.