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Despite the worldwide tablet market declining in shipments for 14 consecutive quarters, the iPad is seeing growth, and regaining market share over its competitors, according to research firm Strategy Analytics.

surface-vs-ipad.jpg

Earlier this week, Apple reported that it sold 11.55 million iPads in the second quarter of 2018, spanning April 1 through June 30. Those sales gave Apple a 28.2 percent share of the worldwide tablet market in the second quarter, its highest in that period since 2013, according to Strategy Analytics.

strategy-analytics-tablets-q2-2018.jpg

Apple's second quarter share of the worldwide tablet market based on historical data from the research firm:2012: 47.2%
2013: 28.3%
2014: 25.3%
2015: 21.5%
2016: 21.3%
2017: 26.1%
2018: 28.2%
Apple's market share was boosted by the launch of a new lower-cost iPad in late March, shortly prior to the educational buying season, and just days before the second quarter. The tablet, starting at $329, lowered the iPad's average selling price to $410 last quarter, down from $434 in the year-ago period.

Apple's presence in both the lower-priced market, with the iPad, and higher-end market, with the iPad Pro, is putting pressure on its competitors like Microsoft and Samsung, according to Strategy Analytics.

Chirag Upadhyay, Senior Research Analyst at Strategy Analytics:
Apple is using its market size and brand power to put pressure on its Windows and Android competitors. By lowering prices and adding more functionality during every product cycle for the last year, Apple has regained several points of market share and still maintaining a strong ASP due to its Pro and standard iPad mix. Android vendors, in particular, should be very concerned with how much revenue they are losing to Apple in 2018.
Android shipments fell to 23.6 million units worldwide in the second quarter, down 10 percent from 26.4 million in the year-ago quarter, according to Strategy Analytics. Likewise, Windows shipments fell two percent to 5.8 million units in the second quarter, from 5.9 million a year earlier, the research firm said.

Nevertheless, Microsoft's shipments of the Surface Pro and Surface Book 2 reached over one million in the second quarter, and could reap even better results in the current quarter with the release of the Surface Go, according to Eric Smith, Director of Connected Computing at Strategy Analytics.


Surface Go launches today with a base price of $399, although with a Type Cover keyboard, the price jumps to $498.

For now, though, the iPad easily remains the world's most popular tablet, in a market where many Android vendors are losing share and revenue due to falling prices and a perceived lack of innovation.

Article Link: iPad Putting Pressure on Windows and Android Tablet Competitors, Says Strategy Analytics
 

ghost187

macrumors 6502a
Mar 18, 2010
961
2,025
I don’t know about everyone else, but I’ve bought iPads for both my parents on their birthday simply because of the price and the value you’re getting for it. For example, they’re not getting a $1000 iPhone X from me lol.
 
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Relentless Power

macrumors Nehalem
Jul 12, 2016
35,369
38,288
The lower cost iPad was a great move by Apple. iPads are pretty much the best tablet experience there is IMO. Android tablets are mixed bags and the Windows hybrids while certainly convenient still feel like a computer to me.

I can see why they're still on top.

It’s the only real tablet experience in my opinion, but now that they implemented the Apple Pencil support for the entry level iPad, I think that expanded that much more for its usefulness for the price point. The only drawback being the lack of laminated display.
 
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asdavis10

macrumors 6502
Feb 3, 2008
458
2,537
Bermuda
When you don't control the OS, all you can do is differentiate through physical features, skins/launchers, bloatware, and useless accessories. Windows tablets, while junk, are at least somewhat viable. Samsung at least control a large portion of the components that go into their products. Everyone else pushing Android tablets are in a world of hurt.
 
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roncron

macrumors 6502a
Aug 15, 2011
730
1,072
My sense is that some Android tablets are quite excellent. I used to have an Android phone and thought it was very good, but I strongly prefer Apple's hardware and software. And the cost advantage of Android tablets is greatly diminished since Apple started selling iPads for $329 or $299 for educational institutions. The cheapest iPad is an excellent tablet. You no longer have to spend $500 to have a great iPad experience.

I like the idea of a Surface tablet, a tablet that can run desktop software, which the iPad Pro can't do (with a few exceptions, e.g. the MS Office for iOS apps, but even those have compromises). But my friends who have Surface tablets (provided to them by their employer) absolutely hate them.
 
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FreakinEurekan

macrumors 68040
Sep 8, 2011
3,451
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Eureka Springs, Arkansas
With Apple Pencil support now, the entry-level iPad is a serious deal. I really wonder how the sales of it compares to the iPad Pro - it seems such a niche market for people who want a lot of power, but not enough to buy a Mac.
 
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recoil80

macrumors 68040
Jul 16, 2014
3,107
2,744
i just wish they made a new iPad Mini.... it's my favorite size.

iPad Mini Pro would be perfect. Around 8''.

I'd like that too. Even if they made an iPhone X plus it would have a bad aspect ratio to work in landscape and an iPad mini would work better with many apps.
I'm afraid they won't make it and continue with 10 and 12'' iPad pros and the usual 9.7 for the entry level
 
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ZCT

macrumors 6502
Sep 15, 2014
355
163
Minneapolis, MN
I was just talking to tech support at a company with over 5,000 people. They have purchased hundreds of iPads and Surface machines. They told me that almost ever Surface died in a surprisingly short period of time, often with critical data loss. So much so, they have decided against ordering any more ever again.

I've personally had an iPad since maybe the second version of it, right up until the iPad Pro 12.9" I have today, use it almost every work day and I have never had a single issue with any of them; and I've probably had at least five of them.
 
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MarkB786

macrumors 6502a
Sep 20, 2016
755
1,304
USA
Might be the other way around. I felt compelled to go to the much more functional Surface Pro and Tab S3 after deciding the iPad was lacking in way too many productivity features. Still have the Pad, but pick it up maybe once per week. Then put it right back down and go back to my great S3.
 
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rp2011

macrumors 68000
Oct 12, 2010
1,950
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And I think Apple makes a nice chunk of change in services with the App Store with the iPad. It has a huge installed base of developers and customers vs Android, Windows and even Mac. I certainly buy more apps for my iPad than iPhone. Photo editing, drawing, writing..
 
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DNichter

macrumors G3
Apr 27, 2015
9,167
10,580
Philadelphia, PA
No surprise here. iPad is the only tablet in my opinion. Microsoft offers a small laptop and Samsung is trying to do the same thing, making it too complicated. There likely won't be much competition here for a while.
 
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LordVic

macrumors 603
Sep 7, 2011
5,711
12,253
No surprise here. iPad is the only tablet in my opinion. Microsoft offers a small laptop and Samsung is trying to do the same thing, making it too complicated. There likely won't be much competition here for a while.

I'm not sure the complication is what you think it is.

However, I know why they're doing it. The Tablet market itself has not materialized to be the over-whelming replace every computer market that Apple and many onced believed. They've become companion products for most people. The market has continuously been shrinking, even on the most part for Apple

The reason why everyone, including Apple are going for these "hybrid devices" is because there's recognition that people on the most part are using both. So they're trying to appeal to the "buy one device, that acts as both". Yes, EVEN Apple is doing it with the iPad pro and it's dockable keyboards and Stylus,

I'm willing to bet that the bump up in sales of iPads is temporary, and is more driven by the new iPad that has a great price (Probably their only product that's reasonably priced), to replace peoples 4s (most sold version IIRC) and AIR's, both of which today don't run well anymore due to their low memory.
 
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lkrupp

macrumors 65816
Jul 24, 2004
1,166
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Maybe it’s because Apple seems to be the only one trying. Samsung just released the Tab S4 yet they used the processor from early last year. That means it’s already outdated when you walk out the door with it.

Now mix in Google’s apparent disinterest in optimizing Android for tablets. Most Android tablet apps are just scaled up versions of the phone apps that don’t take advantage of larger displays. Android tablets are just big Android phones. The iPad is a different beast. iOS is optimized for the iPad, one of the advantages of hardware and software integration Apple is famous for.
 
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GuruZac

macrumors 68000
Sep 9, 2015
1,570
3,315
I understand why they are leading the market. Look at the iPad Pros and 2018 iPad. Much better tablet experience than anything else. The Surface Pros are nice products, but seem more like a touch screen laptop than a tablet/computer hybrid. And they get very expensive.
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Now mix in Google’s apparent disinterest in optimizing Android for tablets. Most Android tablet apps are just scaled up versions of the phone apps that don’t take advantage of larger displays. Android tablets are just big Android phones. The iPad is a different beast. iOS is optimized for the iPad, one of the advantages of hardware and software integration Apple is famous for.
Particularly true following iOS 11. iPad on iOS 11 is a really great experience.
 
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Mr. Dee

macrumors 68030
Dec 4, 2003
2,976
4,634
Jamaica
I bought an iPad Pro earlier this year, but all I use it for is playing music and looking at pictures. The interface is very limiting for multi-tasking, buts a very enjoyable single task device. My intention was to have it replace my aging Surface Pro 3, but I suspect that won't be the case. I hoping the Surface Laptop gets updated by spring 2019 so I can get one of those next year.
 
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