Apple, Samsung feel the heat in tablet market

Second quarter of 2014 was a tough phase for both Apple and Samsung. Tablet leaders posted declines in their market share.

Both Apple and its main rival Samsung lost tablet market share despite the tablet segment showing 11 percent increase in shipments to 49.3 million units globally, according to IDC Worldwide Quarterly Tablet Tracker.


“Until recently, Apple, and to a lesser extent Samsung, have been sitting at the top of the market, minimally impacted by the progress from competitors,” said Jitesh Ubrani, Research Analyst, Worldwide Quarterly Tablet Tracker. “Now we are seeing growth amongst the smaller vendors and a leveling of shares across more vendors as the market enters a new phase.”

Incidentally, Apple shipped less number of tablets in Q2 2014 as compared with Q2 2013. On the other hand, Samsung shipments increased marginally in Q2 2014 against Q2 2013.

Apple shipments decreased to 13.3 million from 14.6 million, while market share declined to 26.9 percent from 33 percent.

Samsung tablet shipments increased to 8.5 million from 8.4 million, while tablet share fell to 17.2 percent from 18.8 percent.

Apple, Samsung tablet market share

Lenovo, the Chinese smartphone and PC maker, increased both market share and shipments globally, said IDC.

As a result, Lenovo climbed the rankings ladder, surpassing Asus and moving into the third spot in the tablet market.

IDC said Lenovo shipments rose to 2.4 million from 1.5 million and market share increased to 4.9 percent from 3.3 percent.

Asus also had a good quarter. Asus tablet shipments reached 2.3 million in Q2 2014 against 2 million in Q2 2013, while its tablet share increased to 4.6 percent from 4.5 percent.

Acer shipments fell to 1 million from 1.5 million, while market share dipped to 2 percent from 3.4 percent, said IDC.

The tablet market deceleration is due to slow commercial adoption of tablets.

IDC said stronger commercial demand for tablets in the second half of 2014 will help the market grow and the space will see enterprise-specific offerings, as illustrated by the Apple and IBM partnership.

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