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Apple Loses Tablet Share for Second Successive Quarter as Market Stagnates

Oyster Bay, New York - 19 May 2015

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​For the second quarter in a row, Apple lost a substantial share of the tablet market as shipments declined and growth of the overall market remained stagnant, according to ABI Research. For 4Q 2014, Apple managed to ship 21.42 million iPads, causing the company to experience an 18% year-over-year (YoY) decline. In its most recent quarter, the results for 1Q 2015 depicted the company only shipping 12.62 million iPads, resulting in a 23% YoY decline.

Apple is not the only company to report declining shipments. Samsung also reported a YoY decline of 30% for 1Q 2015. In total, overall market shipments of OEM branded tablets experienced a YoY decline of 13%. “There is no denying the market is losing its momentum,” says Research Analyst Stephanie Van Vactor. “The market is in the process of going through a transition as developed markets shift to a refresh / replacement cycle. In addition, vendors are feeling the squeeze due to new devices gaining traction in the market that are in direct competition with tablets, for example, 2-in-1s, phablets, and Chromebooks.”

Despite the apparent slowdown of the tablet market, there are still markets and technology innovations waiting to be explored for this form-factor. “Tablets remain popular in mature market economies and business adoption has yet to take hold,” adds Senior Practice Director Jeff Orr. “Continuing growth in phablets and ultraportable PCs demonstrates that the tablet form-factor is a convenience and not a necessity.” Over the next year, ABI Research predicts growth to remain flat to slightly negative for branded tablets.

These findings are part of ABI Research’s Media Tablets, Ultrabooks and eReaders Market Research.

ABI Research provides technology market research and technology intelligence for industry innovators. From offices in North America, Europe and Asia, ABI Research’s worldwide team of experts advises thousands of decision makers through 70+ research and advisory services. Est. 1990. For more information visit www.abiresearch.com, or call +1.516.624.2500.