iPad market share at record-low 35 percent

iPad market share at record-low 35 percent

Summary: WitsView stats reveal Apple iPad has hit its lowest market share at 35.5 percent of global tablet shipments, pushing 14.6 million units in the second quarter, while Samsung's market share climbs to 21.5 percent from 20.2 percent.

TOPICS: Tablets, Android, Apple, iPad

The Apple iPad has hit its lowest market share at 35.5 percent of global tablet shipments, pushing 14.6 million units in the second quarter compared to 19.5 million in the previous quarter. 

According to figures released Thursday by WitsView, global shipments for 7-inch tablets 1024x600 WSVGA resolution dipped 12.4 percent to reach 41.1 million units in second-quarter 2013. The research firm attributed the drop to seasonal purchase, generation movements for some mainstream products, and inventory adjustments amid weakening sales. WitsView is TrendForce's display research division.

Its research director Eric Chiou said in a statement that Apple, which had dominated the tablet market, saw its 9.7-inch iPad entering the end of lifecycle in the second quarter. With the introduction of the iPad mini in November last year and impacts from the company's inventory adjustments, Apple's tablet shipment fell some 25.1 percent to 14.6 million units in the quarter, marking a record low market share of 35.5 percent.

Samsung saw better results in the quarter, clocking a higher market share of 21.5 percent, up from 20.2 percent. While it saw a slight dip in shipment to 8.8 million units, its newly launched 8-inch model helped boost its quarter shipment. 

PC makers Asus and Acer saw quarter-on-quarter growths of 60 percent and 36 percent, respectively, with their core products in the under-US$130 7-inch category. Their stellar results were helped by price-cutting strategy, said WitsView.  

Pointing to Amazon and Google, Chiou noted these two "long-term winners" of the entry-level tablet segment saw less-than-stellar results, registering shipment of only 1.1 million and 0.9 million units, respectively.

The research firm expects third-quarter global shipment to reach 49.6 million units, growing 21 percent quarter-on-quarter. It cited improve specs and attractive prices as growth drivers for the market, and also noted Amazon's expected annual launch of a 7-inch model as well as the second-generation Nexus 7. It added that several models were expected to be launched in the third quarter including Apple's generation 5 iPad and new 10.1-inch Android tablets by PC makers

For the year, tablet shipments are projected to reach 196.5 million units, 153.2 million of which will be brand tablets while 43.3 million will comprise whitebox tablets. 

Topics: Tablets, Android, Apple, iPad


Eileen Yu began covering the IT industry when Asynchronous Transfer Mode was still hip and e-commerce was the new buzzword. Currently a freelance blogger and content specialist based in Singapore, she has over 16 years of industry experience with various publications including ZDNet, IDG, and Singapore Press Holdings.

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  • Yeah

    That's because the screen stinks on the mini and there are so many tablets that are much sharper for considerably less money. Think Kindle, Nook, and Nexus or even Galaxy Tab 2 7".
  • Android Going Gangbusters

    So much for market "saturation"...
  • Time of cheap tablets...

    iPAd offers no better value compared to the other plastic tablets out there, except that it comes in an aluminium shell and a huge apple tax.
    • Reply

      I've tried Andriod tablets as well as kindle and they are all garbage, the iPad is in a class all by itself! To get a decent tablet you need to spend some serious coin and then you might as well buy the best.

      Secondly I'd like to know who is actually buying this so called tablets, I see tons of Andriod phones but never an andriod tablet.
      Rob in Madrid
  • Re: iPad market share at record-low 35 percent......

    Unlike before iOS has some credible competition. Android now runs on more devices than iOS. The reason behind this is iOS only runs on Apple devices.

    Now although the iPad reportedly has less percentage of the market it is still the leader in the format. For example statistics aside when for example on a train the iPad dominates by the sheer number of people that can be seen to be using them.
    • Or put another way

      "For example statistics aside when for example on a train the iPad dominates by the sheer number of people that can be seen to be using them."
      "Ipad users need to let everyone else know they have a fruity tablet, the main reason for buying them"
      Little Old Man
    • Depends...

      On what train in which country you are riding in and even what part of that country.
      Rann Xeroxx
      • Who uses andriod????

        I know 3 people who have andriod tablets (excluding kindle) one is a geek the other is a family who bought a cheap (sub 100€) junk tablet and a friend who has one but never uses it. That compared to dozens of people who use ipads.
        Rob in Madrid
  • How....

    can a tablet with 35% share get 84% of web use for tablets, are ipads in customers hands and the others on store shelves? or are those that buy other tablets just not using them? The numbers just don't seem to add up. I'd love to see numbers for products actually sitting in customers hands.
    • month on month

      You've got to distinguish between month on month sales vs. established user base. Just because more Android tablets were sold last quarter doesn't mean there aren't more iPads still in the wild when you factor years of cumulative sales.
    • web usage.

      Web usage is just the number or webpage viewed (not the usage of the device. I think that because android and more free apps you need to use the web less on these device.
    • The company tracking web usage is using flawed methods?

      Pick up a white box android tablet and watch it identify itself as an ipad to every website it visits.

      I've lost count of the android firmware builds that use safari as the default browser and reports as ipads to websites.
      • How do you count them?

        That seems like a huge flaw in Android.
    • Maybe there are many more stories like this one...

      "Then I looked over at the Nexus 7 I bought last year, which I loved to pieces. But it's sat dormant for six months. The battery's dead, maybe permanently."

      "I bought the original Nexus 7 partly because Joshua Topolsky, Guy Who Knows Things, was impressed; he even called it "particularly slouch-free," whatever that means. And mine was indeed slouch-free, for a while. After about six months, a half-dozen updates to every app, and a new round of processors from Qualcomm, Nvidia, and others, the tablet went from zippy to comatose. Now it's unusably slow, an infuriating testament to how fast technology evolves (and how many sacrifices Asus had to make to hit a $199 price point)."

  • Developing World Is Skipping PCs And Going Straight To Tablets

    This little snippet, as well as descriptions of Android phones going for two-figure price tags, and more, here: http://www.theregister.co.uk/2013/07/25/the_floating_mobile_phone_shop_on_the_edge_of_the_internet/

    TL;DR: Android owns emerging markets.
  • good news

    Since it coerces Apple to become more innovative. Selling a stale and pale iOS almost unchanged for 6 years is not what makes consumers happy. Selling the 5th generation of a phone that hardly flaunts any spectacular new treats since its inception is also quite a lame achievement.
    Finally the iPad, well ... is it Apples intention to sell a premium priced device unaltered and unmodified for the next 100 years ?
    • Re: premium priced device unaltered and unmodified....

      But that is precisely why Apple succeeds. Take OS X for example it retains the same appearance throughout releases therefore not failing as Microsoft have done with Windows 8.

      iOS 7 to be released this fall is not that far removed from iOS 6 and that is precisely the way the consumer likes it.
      • Every consumer

        Did you ask each and every one of them?
        Little Old Man
        • Filter workaround

          Maybe you're just speculating based on your point of view?
          Little Old Man
      • Yet Windows8 has already outsold all of Macs

        Windows8 has its share of problems, but it was a change to address functionality and market segement going forward. Microsoft needed to make a change or face losing their entire market.

        iOS7 is primarily a cosmetic only change that it trying to address the view that iDevices have become boring. It is little more than lipstick.

        The stagnation in Apple devices is exactly why Android devices have been able to go from near nothing to market dominating in only a few years.