The Changing Face of the Branded Tablet Market

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3Q 2014 | IN-1019793

Apple iPad and 1H 2014


Apple has continued its dominance of the global tablet market with its iPad portfolio, though increasingly, competition from the rest of the branded tablet vendors is starting to show broader change. It has been a rocky 1H 2014 for Apple and its iPad devices:

  • Unit shipments in the June quarter of all iPad models were only half of what the company shipped in 4Q 2013.
  • Unit shipments in the first 6 months of 2014 were slightly above the iPad volume Apple shipped in only 4Q 2013.
  • ASP gains in recent quarters have been given away in the June 2014 quarter returning Apple to a downward trajectory.
  • With volume shifts to the lower-priced iPad mini and iPad mini with Retina display SKUs, volume growth is the only way to make up the revenue shortfall.


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