According to IDC, the tablet market continues to grow, but Apple suffers a downfall in iPad market share. Preferably, all success belongs to the low-cost Android tablets.

Worldwide tablet shipments totaled 47.6 million units in the third quarter of 2013, a 12.8 percent increase from the same period last year, according to the preliminary data released by IDC. This marks a significant and continuing growth of tablets shipments in the current fiscal year due to the success of Android devices mostly.

However, the iPad has declined significantly by 11 percent from the same period last year while tablets based on Windows 8 continue to strive to win over consumers around the globe.

The analysis firm has claimed that the growing tablet market has gained +7 percent compared to the last quarter and up 36.7 percent compared to the same period last year. Apple has suffered in the segment because the iPad Air and the new iPad mini w/ Retina aren’t available in the market yet, falling from 14.6 million units in the previous quarter to 14.1 million in Q3. However, the Cupertino Company has grown less than one percent (0.6%).

Now, Apple has a market share of 29.6%, the lowest percentage ever recorded so far by the company. The second place goes to Samsung, which has managed to ship 9.7 million units and reaching a market share of 20.4 percent. The South Korean giant is the only company to heel closely Apple. At third place, ASUS has a share of 7.4 percent, with 3.5 million units shipped in the quarter. Lenovo follows, with 4.8 percent share and shipments of 2.3 million units, and Acer closes the top-five with 1.2 million units and a market share of 2.5 percent.

However, it should be noted that the other major suppliers of Android devices and Windows (including Amazon, Microsoft, HP and Dell) have together a market share of 35.3%, having shipped 16.8 million tablets. This success is registered by low-cost devices with incredibly low profit margins such as Amazon’s Kindle Fire.

For the next quarter, IDC expects Apple to further increase its market share. “With two 7.9-inch models starting at $299 and $399, and two 9.7-inch models starting at $399 and $499, Apple is taking steps to appeal to multiple segments,” Jitesh Ubrani, research analyst at IDC, said in a statement. “While some undoubtedly hoped for more aggressive pricing from Apple, the current prices clearly reflect Apple’s ongoing strategy to maintain its premium status.”

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