Report: Apple Extends Its Lead in the Tablet Market

Posted on February 1, 2020 by Paul Thurrott in iPadOS, Mobile with 21 Comments

Despite falling iPad revenues in the previous quarter, Apple was still able to extend its lead in the market thanks to lower-cost models and its more hapless competitors. That’s according to a new marketshare report from IDC, which shows that the worldwide tablet market fell 0.6 percent, year-over-year, to 43.5 million units. Full year tablet sales were 144 million units in 2019, IDC claims, a decline of 1.5 percent YOY.

“Apple maintained its lead in the holiday quarter, growing 22.7 percent year over year,” IDC noted. “The new iPad launched last quarter accounted for nearly 65 percent of their shipments and helped the company gain share to 36.5 percent, compared to 29.6 percent last year.”

Apple’s share of this market is bigger than that of its three biggest competitors: Samsung shipped 7 million units in the quarter, good for 16.1 percent marketshare, ahead of both Huawei (4 million units, 9.1 percent) and Amazon (3.3 million units, 7.6 percent). What all of these companies, save Apple, have in common is falling sales: Samsung’s tablet sales declined 7.4 percent YOY, while Huawei shipments fell 2.8 percent and Amazon tablet sales cratered by 29 percent.

Lenovo came in fifth place, with 2.5 million units sold and 5.8 percent marketshare, a gain of 8.3 percent YOY.

For the full year 2019, the top five tablet makers mirrored the quarterly top five list, with iPad (49.9 million units) controlling 34.6 percent overall, compared to 15.1 percent for Samsung (21.7 million), 9.8 percent for Huawei (14.1 million), 9 percent for Amazon (13 million), and 5.9 percent for Lenovo (8.5 million).

For these numbers, IDC counted both slate and detachable tablets, but not convertible PCs “that have keyboards that can either flip, spin, or twist.”

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