Android Tablets Gain Ground, Apple Slides in Q3 2012 Market Share
November 5, 2012 3:12 PM
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Samsung is among the big winners
According to the International Data Corp. (
), one of the world's largest sources of business analysis, the tablet market shifted dramatically over the last year.
A year ago nearly three out of every five tablets sold was an iPad (59.7 percent). This year, as sales rose, Apple, Inc.'s (
) share shrank – now; roughly 1 out of every 2 tablets is an iPad (50.4 percent).
Samsung Electronics Comp., Ltd. (
) today accounts for nearly 1 in 5 units sold. It has an 18.4 percent market share and moved 5.1m units in the quarter, despite
bans from Apple
hindering its sales in multiple key markets.
Computer Inc.'s (
) now has 8.6 percent of the total market (2.4m units). That was good enough to place ASUS into a virtual dead heat with Amazon.com, Inc. (AMZN) a newcomer that now holds 9.0 percent of the market (2.5m units shipped). Amazon also uses Android, albeit a heavily modified version of that has branched off the base code.
The Hong Kong-based Lenovo Group, Ltd. (
) cracked the top 5 with 400,000 units sold, which gives you an idea of how poorly the "other" OEMs -- such as Research in Motion, Ltd. (
How Q4 will shape up, though, will be the really interesting thing to see. Google Inc. (
) will have to wait to see whether it gains or loses ground in the tablet market, as its
new Nexus tablets
take on offerings based on Microsoft Corp.'s (
) Windows 8/RT. But ultimately, the biggest loser may be Apple, as OEMs like Samsung and ASUSTek will be offering up twice the competitive offerings with Windows 8/RT designs alongside Androids.
Samsung tablets dominated in Q3, tripling their anemic 2011 sales.
, the IDC program manager who published the report, comments, "Samsung took advantage of an opportunity in the second quarter. The company offers a wide range of tablet offerings across multiple screen sizes and colors, and that clearly resonated with more buyers this quarter. Its growth to 18.4% of worldwide market share during the quarter represents the first time a competitor has attained this level of share since the original launch of the iPad.
"Competitors are turning up the pressure on market leader Apple. With the recent introduction of a number of Windows 8 and Windows RT tablets, consumers now have a third viable tablet platform from which to choose. However, price points are critical in tablets, and Microsoft and its partners will have a tough time winning a share of consumer wallet with price points starting at $500."
While Reith seems relatively pessimistic on Windows 8/RT tablets' pricing, another interesting emerging storyline is how tablets carrying Intel Corp. (
) chips (Windows 8) will fare versus tablets carrying the standard ARM Holdings plc. (
) derived chips (Windows RT, Android, iOS).
Tablets with Intel chips thus far appear to be carrying
a relatively hefty price premium
($200 USD or more), compared to their ARM counterparts, but will be substantially more powerful while offering similar battery life.
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11/6/2012 1:02:35 PM
I was thinking the same thing when I read it!
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