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Original poster
Apr 12, 2001

The latest data from research firms IDC and Strategy Analytics reveals that iPad market share declined for the ninth consecutive quarter as the worldwide tablet market continues to slow. Apple now has between 22.1 and 25.9-percent market share among tablet vendors, down from between 24.3 and 27.2-percent in the year-ago quarter.


Apple reported iPad sales of 10.3 million during the March quarter earlier this week, compared to 12.62 million in the year-ago quarter. IDC and Strategy Analytics data shows Samsung trailing in second with 6 to 6.5 million tablets shipped, amounting to 14.0 to 15.2-percent market share during the first three months of 2016.

IDC data shows that Amazon experienced explosive 5421.7-percent year-over-year growth, with its market share rising from just 0.1-percent to 5.7-percent on the strength of new low-cost Fire tablets. The research firm noted that it did not count the Fire HD 6 in its Q1 2015 numbers. Strategy Analytics did not share Amazon data.

Lenovo and Huawei rounded out the top five in both datasets, with both vendors having shipped between 2.1 and 2.2 million tablets during the quarter. Their respective market shares ranged between 4.5-percent and 5.5-percent, amounting to only a slight variation between the IDC and Strategy Analytics data.


Global tablet shipments reached between 39.6 and 46.5 million during the quarter, the latter of which is the lowest total since the third quarter of 2012, according to Strategy Analytics. Nevertheless, IDC noted that convertible 2-in-1 tablets continue to experience growth, with quarterly shipments totaling 4.9 million.
"Microsoft arguably created the market for detachable tablets with the launch of their Surface line of products," said Jitesh Ubrani, senior research analyst with IDC's Worldwide Quarterly Mobile Device Trackers. "With the PC industry in decline, the detachable market stands to benefit as consumers and enterprises seek to replace their aging PCs with detachables.

Apple's recent foray into this segment has garnered them an impressive lead in the short term, although continued long-term success may prove challenging as a higher entry price point staves off consumers and iOS has yet to prove its enterprise-readiness, leaving plenty of room for Microsoft and their hardware partners to reestablish themselves."
IDC and Strategy Analytics shared smartphone and smartwatch data earlier this week.

Article Link: iPad Declines Yet Again Amid Worst Tablet Quarter Since 2012


macrumors 6502a
Aug 28, 2007
I'm not surprised it's slowing.
If my wife hadn't lost her iPad 4, we would've never bought the iPad Air 2 she's using now.
We'll probably never get another one until the Air 2 dies.

Mac Fly (film)

macrumors 68000
Feb 12, 2006
26% market share is not too shabby; higher than last year at this time. Look at Apple Watch, has over 50% market share and people are calling it doomed. To sum up, when it comes to both tablets and smart watches Apple is king of the hill and tablets are still selling in numbers at roughy double what Macs are selling in. The real issue here is not with Apple, it's with Wall St.


macrumors 6502a
Mar 30, 2010
The iPad pretty much is used for the Internet. Yeah there are a few niche apps, but there is very little need to upgrade. Innovation has come to a halt. I hope they have some cool ideas. Because offering products in different sizes is just not going to cut it.
I'm not sure that the iPad price bump to $600 really will help much...

Honestly if I could get a $500 32GB iPad Pro 9.7" I'd consider buying it (and the keyboard). I barely ever use my iPad 3 and iPad mini 2 anymore, but I would easily sell both of them to get what looks like an actual useful iPad. Not sure that I can justify it now (especially because I believe it's important for Apple to feel pressure to price more reasonably).


macrumors 65816
Apr 10, 2015
Customer technology overload. Once upon a time we had a cool smart phone, a computer and we were happy campers. Now, cool smart phone, smart watch, tablet, streaming TV, computer, home automation, streaming speakers and home theater systems, all at some point upgrades are needed. The result, upgrades to new technology will slow unless one has very deep pockets.


macrumors 6502
Oct 9, 2011
My take is the 6s plus has a large enough screen to suffice.

And to be honest, iPads are extremely expensive for what they offer. I bought a Samsung tablet for $99 new and it does everything I need - reading books, surfing the web, checking email etc.


macrumors 68020
Jun 24, 2010
Apple doesn't know what their doing. They take a product that's continues to downward spiral and they have the nerve to increase the base cost by $100 for the 9.7" just because they added the word pro to the end of the name. What a bunch of idiots!


macrumors 6502
Mar 17, 2015
My take is the 6s plus has a large enough screen to suffice.
This i the only reason I haven't purchased the iPad Pro (mini) It is only slightly larger (perfect size to me for a tablet) with slightly better mobile specs. Not at all worth another $600+. Now had this been running OS X then it would've been an instant buy. But for that price, I can deal with just having my Macbook and iPhone 6S+


Mar 26, 2008
Apple doesn't know what their doing. They take a product that's continues to downward spiral and they have the nerve to increase the base cost by $100 for the 9.7" just because they added the word pro to the end of the name. What a bunch of idiots!

i assume they expected it to drop either way so now they can make more money with a single purchase


macrumors 6502a
Jun 13, 2007
Can we just call this what it is - the iPad is the best tablet in an increasingly niche market.


Oct 11, 2015
I looked at both research firm's sites and didn't see that refurbs were, or were not, included. Maybe I missed it. If they weren't included, I wonder what the numbers would be if they were?


Jun 3, 2015
Tim Cook has repeatedly claimed that there is plenty of innovation to be had in iPad, and yet we've seen none of it.
It's marketing scheme. They have to say something like to save faces. I don't think any ceo of any company would say "I am sorry for selling you these products at high price. We don't have any products to wow you, thank you and buy again!"


Oct 15, 2011
Austin TX
Until the latest iPad does something appreciably different or better than an older model or a competitor, people aren't going to upgrade. My folks have an iPad 2 they got in 2011. Yes, it's slower and heavier than my Air 2, but it still does all the same things (web, email, movies, etc). The pencil support in the latest iPads might change things for some people. But the high starting price for the 12.9" version and the $100 price increase for the 9.7" version is going to deter a lot of people (myself included).

At the end of the day, Apple's iPad is being handicapped by its own superb hardware coupled with its utter lack of innovation in software, meaning there isn't much incentive to upgrade. Newer iPads don't really do anything new, only faster. The new strategy of increasing prices on everything from cases to the iPads themselves is only going to hurt sales more (as it rightly should). I guess Apple has decided they're better off trying to wring as much money out of the few people who are buying new iPads rather than innovating to drive more people to buy the product. Not a good strategy long term.


Aug 29, 2014
Hard to beat a full desktop OS running on a tablet which Microsoft and Linux has done.

Guess I should qualify that as for work.

I use an Air 2 for consumption.

Lol, & can you give me even a single example of an instance where for a business application, it's better to have that full desktop OS running on a tablet which it's ill suited for, as opposed to a more traditional "real" laptop??
The convertible tablets are a solution in search of a problem... a notebook/tablet hybrid for ONLY (wait for it...) the price of both a tablet & a notebook put together!
Wow. Awesome.
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macrumors 65816
Apr 12, 2005
i think Apple should double the storage on the entry level models. I'd be tempted to buy a Mini 2 or 4 to replace my ipad 3 but know I'd be constantly deleting and reinstalling apps to be able to use it properly. Flash storage is a fraction of what it cost when original ipad released but entry models still have 16Gb. Install iWork apps, iMovie and GarageBand and sync your photos and you could easily fill it.
I know Apple is in business of making money and not selling me what I want for what I want to pay, but I think Apple would have sold 1 or 2 iPads to our household this past year if they came with 32Gb as standard.
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