Tablet Shipments Continue to Decline, Amazon Overtakes Samsung for Second Spot: IDC

Tablet Shipments Continue to Decline, Amazon Overtakes Samsung for Second Spot: IDC

The Cupertino juggernaut accounted for roughly one-third of the entire market and managed to sell 13.2 million iPads during the holiday season which is double that of Samsung and Amazon. Overall, the 49.6 million tablets were shipped during the period, down 7.9 percent from 53.8 million from the last quarter of 2016. The original equipment manufacturer that increased its yearly performance by the most significant margin was Amazon whose shipments surpassed 7.7 million tablets over the three-month period ending December 31st, a spike of over 50-percent.

The company attributes Apple's "solid lead" to a balance of entry-level and iPad Pro shipments. "Consumers in the middle of the market are now best-served by convertible PCs but the coming wave of ARM-based, always connected Windows 2-in-1s and rumored Chrome-based 2-in-1s could help turn this trend around". Vintage tablets might be in decline, but the detachable ones are rising year over year. Samsung, Huawei, Lenovo manage 3rd, 4th, and 5th position respectively. "Vendors like Samsung and Lenovo must refocus and simplify their portfolios with clear marketing to reach the right customers, or they will continue to lose share to new comers and Apple". The shipment growth also took the company's market share from 9.6 percent to 15.6 percent. While the lower-price iPad has continued to drive a strong consumer upgrade cycle, the shifting focus is to iPad Pro and its potential in the commercial and education segments ... The company reports that the detachable market grew 10.3%, but sharp falls in slate shipments meant that the tablet market as a whole declined 7.9%. With the only expected tablet growth to come from these segments, Apple's recent launch of "Apple at Work" shows their commitment to maintain its leader position.


IDC says that Samsung may struggle this year. Most Windows tablet and 2-in-1 vendors are targeting the premium tier for enterprise users to make higher profits but not all vendors can reap these benefits in such a crowded market. That was a 13% year-over-year decline, which dropped the company's market share to 14.1%.

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