Growth of iPad market share defies shrinking tablet shipments

Posted:
in iPad edited August 6
The iPad has extended its lead over other tablets in the second quarter, shipment figures from IDC claim, with Apple now making up 38.1 percent of the global tablet market and seeing increased growth over the same quarter last year, while competitors are largely enduring a reduction in shipments for the period.

2019 iPad Air


The global tablet market saw a decline in shipments for the second quarter of 32.2 million units, data from IDC's Worldwide Quarterly Tablet Tracker reveals, resulting in an overall market decline of 5.0% year-on-year from 33.9 million units in 2018.

For Apple specifically, it shifted from 11.6 million units in Q2 2018 to 12.3 million in Q2 2019, representing a year-on-year growth of 6.1%. Compared with the rest of the market and taking into account the overall decline, Apple's market share also grew from 34.1% for the period in 2018 to 38.1% in Q2 2019, gaining 4% of the market.

"The launch of the detachable iPad Air in 2Q19 helped Apple to double its detachable tablet shipments," wrote IDC. "Meanwhile, slate iPads declined 7.5% year-over-year as the new iPads were unable to maintain the same momentum of upgrades as those launched in 2018."

Q2 2019 tablet shipments chart IDC


Apple no longer regularly reports its shipment figures for products as part of its quarterly results, but the IDC figures suggest an estimated average selling price (ASP) of $413.01, based on the most recent quarterly earnings report stating iPad revenue was $5.08 billion for the quarter.

This works out to be up from the ASP for the same period in 2018, which was $401.11, indicating consumers are going for more expensive models. So far, 2019's releases have included the iPad Air and refreshed iPad mini, with the standard 9.7-inch iPad not updated since 2018.

Elsewhere in the market, Samsung's second-place market share of 15.2% increased, despite seeing shipments decline 3.1% year-on-year to 4.9 million units, most likely due to the rest of the market also seeing declines. Huawei saw its market share drop from 10.5% to 10.3% with shipments down 6.5% to 3.3 million units, while fifth-place Lenovo's 5.8% share was due to a 25.9% year-on-year shipment drop to 7.5 million units.

The only other company in the top five to see growth alongside Apple is Amazon, which enjoyed year-on-year growth of 46.3 percent to 2.4 million shipments, growing its market share from 4.8% to 7.4%.

It isn't clear how accurate the IDC numbers are. The company has frequently missed the mark on predicting Mac and iPhone sales, back when Apple provided sales figures in quarterly earnings.

Comments

  • Reply 1 of 12
    GeorgeBMacGeorgeBMac Posts: 4,961member
    Bill Gates and Microsoft have to be incredibly frustrated here:
    Windows 8 was created mainly in order to develop a consistent platform between Laptops, Desktops, smartphones and tablets.  But, for a number of reasons it was hated not just on mobile devices but on everyone of those platforms -- the biggest complaint being dropping the shutdown command from the MS logo.   Microsoft fired the lead on that project and fixed a lot of the problems in 8.1 and made it more user friendly -- but the tiled thing that was the commonality between all of them just never caught on.

    While we think of consumers, the bedrock of Microsoft is the corporate market.   And there, tablets could have become a big part of that corporate market -- where a company could develop (or buy) one application that could run on all platforms.  But instead, tablets remain primarily a consumer good and Apple dominates that market.

    While Apple has produced a truly great product with the iPad.   Part of their dominance in the market is due to Microsoft's failure.
    muthuk_vanalingam
  • Reply 2 of 12
    iOS_Guy80iOS_Guy80 Posts: 201member
    All this even before iOSiPad13 is released.
    gilly33AppleExposedStrangeDayscaladanianwatto_cobra
  • Reply 3 of 12
    boredumbboredumb Posts: 1,416member
    Personally, I'd find it helpful to have a more specific list of devices that are being counted as tablets.  For instance, do Amazon's figures include Kindles (wait while I stop guffawing) or only Fires?  Is the Surface being counted as a tablet or as a laptop? Etc...
    I'm sure many of you with a greater familiarity with the market will not be confused, but I'm kind of curious.
    OnPartyBusinesswatto_cobra
  • Reply 4 of 12
    cornchipcornchip Posts: 1,365member
    these quarterly unit sales figures are fun & all, but the real feat is the number of products in active daily use. What's the point of 5 million sales (at razor thin margins) if they're all lost in a book shelf a month later?
    AppleExposedpscooter63watto_cobra
  • Reply 5 of 12
    cornchip said:
    these quarterly unit sales figures are fun & all, but the real feat is the number of products in active daily use. What's the point of 5 million sales (at razor thin margins) if they're all lost in a book shelf a month later?
    Completely agree with this. We got an Acer tablet last year given to us for renewing a cell contract. We didn’t want it, but they still have it to us. It is still in the box. Does that count as a sale?
    AppleExposedwatto_cobra
  • Reply 6 of 12
    AppleExposedAppleExposed Posts: 1,398unconfirmed, member
    I'm betting iPad has more marketshare as it's the only one on the list that people actually PAY for.

    Many knockoff iPads are given away by carriers and tossed in a drawer somewhere and Amazons crap is disposable with people replacing them every few months.

    cornchip said:
    these quarterly unit sales figures are fun & all, but the real feat is the number of products in active daily use. What's the point of 5 million sales (at razor thin margins) if they're all lost in a book shelf a month later?
    Completely agree with this. We got an Acer tablet last year given to us for renewing a cell contract. We didn’t want it, but they still have it to us. It is still in the box. Does that count as a sale?

    My friend got some iPad wannabe from Samsung for free. Stayed in the box, counts as a "Sale".

    cornchip said:
    these quarterly unit sales figures are fun & all, but the real feat is the number of products in active daily use. What's the point of 5 million sales (at razor thin margins) if they're all lost in a book shelf a month later?

    I know someone who buys 3 Amazon craplets at a time and they're in the garbage months later. At 35 bucks a piece no one cares.

    iPad on the other hand, people love their iPads and keep them for years to come.
    edited August 6 davenpscooter63GeorgeBMacOnPartyBusinesswatto_cobra
  • Reply 7 of 12
    jungmarkjungmark Posts: 6,709member
    What this means is IDC didn't find any more generic toys to pad the Others category to skew market share (if accurate) to fit its hypothesis of Doomed Apple. 
    FileMakerFellerwatto_cobra
  • Reply 8 of 12
    StrangeDaysStrangeDays Posts: 8,298member
    As they say, it's an iPad market, not a tablet market.
    edited August 6 FileMakerFellerwatto_cobra
  • Reply 9 of 12
    mjtomlinmjtomlin Posts: 1,922member
    The launch of the detachable iPad Air in 2Q19 helped Apple to double its detachable tablet shipments," wrote IDC. "Meanwhile, slate iPads declined 7.5% year-over-year as the new iPads were unable to maintain the same momentum of upgrades as those launched in 2018.

    What the hell does that even mean? Apple sells two different types of tablets now, "detachable" and "slate". Typical IDC making stuff up to spin Apple "sales" in a negative light.
    edited August 6 pscooter63FileMakerFellerwatto_cobra
  • Reply 10 of 12
    mjtomlinmjtomlin Posts: 1,922member


    My friend got some iPad wannabe from Samsung for free. Stayed in the box, counts as a "Sale".

    Marketshare has never been about unit sales, it's about shipments. Which is to say how many units are dumped onto the market... whether they're sold to an actual customer is a completely different statistic. "Marketshare" is important only because it's assumed that supply (inventory) is kept at just above the level of demand (sales). 
    edited August 6 watto_cobra
  • Reply 11 of 12
    mjtomlinmjtomlin Posts: 1,922member
    boredumb said:
    Personally, I'd find it helpful to have a more specific list of devices that are being counted as tablets.  For instance, do Amazon's figures include Kindles (wait while I stop guffawing) or only Fires?  Is the Surface being counted as a tablet or as a laptop? Etc...
    I'm sure many of you with a greater familiarity with the market will not be confused, but I'm kind of curious.

    Considering this IDC... They include everything they can to try and make Apple's numbers look worse than they are. They love to redefine market segments to include other competitor's devices and leave out some of Apple's.

    Given the fact that they are referring to the iPad Air as a "detachable" ([email protected]#%), then yes these stats include the Surface (and every other detachable PC). It's also safe to say they include Kindles as well.
    watto_cobra
  • Reply 12 of 12
    knowitallknowitall Posts: 1,421member


    "The launch of the detachable iPad Air in 2Q19 helped Apple to double its detachable tablet shipments," wrote IDC. "Meanwhile, slate iPads declined 7.5% year-over-year as the new iPads were unable to maintain the same momentum of upgrades as those launched in 2018."

    Detachable iPad Air ... its difficult to picture this.
    watto_cobra
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