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Apple increased its worldwide tablet market share by 6.4 percent in the fourth quarter of 2019, thanks to strong demand for its new 10.2-inch iPad, according to the latest data compiled by research firm IDC.

ipads_fall_2019.jpg
Apple's 10.2-inch iPad (second from right) starting at $329

Apple's seventh-generation iPad, introduced in September 2019 as an affordable entry-level tablet for consumers and educational institutions, accounted for 65 percent of 15.9 million total iPad shipments during the three months ending in December, according to IDC.

Performance of the 10.2-inch iPad helped the company increase global tablet market share in the holiday quarter to 36.5 percent, up from 29.6 percent in the year ago quarter. Apple's year-over-year tablet growth was up 22.7 percent from 12.9 million shipments in Q4 2018.

IDC's full-year statistics tell a similar story, with Apple taking 34.6 percent of the 2019 tablet market on shipments of 49.9 million iPads, up 15.2 percent from 29.6 percent on 43.3 million units shipped in 2018.

Apple's growth came despite a period in which the worldwide tablet market declined 0.6 percent year over year during the fourth quarter of 2019, as global shipments fell to 43.5 million units. For the full year, the tablet market shrank 1.5 percent year over year as global shipments totaled 144 million units, according to IDC.

Samsung regained the second position behind Apple, despite another year-over-year decline in shipments. The company shipped 7 million units in the quarter, but even with growth across its detachable portfolio, the company couldn't offset the decline from its slate tablets.

IDC-holiday-quarter-ipad-shipments-2019.jpg

Huawei and Amazon came third and fourth, shipping 4 million and 3.3 million units, respectively. Huawei saw a 2.8 percent decrease in growth year over year, while Amazon slumped by 29 percent over the same period. However, Amazon was the only other brand apart from Apple to see growth for the whole year (9.9 percent).

Lenovo was the other brand in the top 5 that recorded year-over-year growth in holiday quarter shipments. Its share slightly increased from 5.3 percent in 4Q18 to 5.8 percent in 4Q19. Lenovo's growth declined by 4.2 percent for the year.

Respected Apple analyst Ming-Chi Kuo believes that the next iPad Pro update will come during the first half of 2020. Apple is said to be planning to release a next-generation model with upgraded Face ID and a rear-facing time-of-flight (ToF) camera system that would allow for 3D models to be captured using the iPad Pro and then edited with the Apple Pencil for an "all-new productivity experience."

Article Link: Strong 10.2-inch iPad Sales Extended Apple's Global Market Lead, According to IDC
 

pike908

macrumors member
Jan 22, 2015
54
101
Boulder, CO
It's almost as if Apple has declared the Ipad the IOS "Loss leader." Either that or they feel that there is a potential for every Iphone user to purchase one so that they are making them more affordable to ensure folks buy even more into the Apple ecosystem.

Having used Android tablets, Fire tablets, and Ipads, I have to say the Ipad blows away the competition -- especially now that it's more affordably priced.
 
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waquzy

macrumors 65816
Sep 9, 2013
1,194
1,437
Leicestershire, UK
It's almost as if Apple has declared the Ipad the IOS "Loss leader." Either that or they feel that there is a potential for every Iphone user to purchase one so that they are making them more affordable to ensure folks buy even more into the Apple ecosystem.

Having used Android tablets, Fire tablets, and Ipads, I have to say the Ipad blows away the competition -- especially now that it's more affordably priced.
Agreed, if you had to choose one product that showcases the harmony between hardware and software, it’s the iPad. Apple simply owns the tablet market hands down.
 
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urtules

macrumors 6502
Jul 30, 2010
289
290
On iPad I agree with John Gruber - iPad could be so much more. When handling complex tasks, multitasking - Apple made the interface too difficult to use. And from my part, to fully replace laptop, it should be possible to work on my iOS and iPadOS projects right on the iPad. iPad wins with its security, simplicity and low barrier to entry, but some parts of the interface needs to be redone, I am sure Apple is working on it.
 
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manu chao

macrumors 604
Jul 30, 2003
7,164
2,963
On iPad I agree with John Gruber - iPad could be so much more. When handling complex tasks, multitasking - Apple made the interface too difficult to use. And from my part, to fully replace laptop, it should be possible to work on my iOS and iPadOS projects right on the iPad. iPad wins with its security, simplicity and low barrier to entry, but some parts of the interface needs to be redone, I am sure Apple is working on it.
I occasionally have to do some math that requires me solving a couple of equations. And while I could do that using applications like Mathematica, I found that to be more clunky than using pen and paper. With my (12.9") iPad and the Pencil, I can now do these without needing paper (using any kind of drawing app) and on the plus side, I also have a digital record of these that I can store with the rest of (digital) work products.
 
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urtules

macrumors 6502
Jul 30, 2010
289
290
I occasionally have to do some math that requires me solving a couple of equations. And while I could do that using applications like Mathematica, I found that to be more clunky than using pen and paper. With my (12.9") iPad and the Pencil, I can now do these without needing paper (using any kind of drawing app) and on the plus side, I also have a digital record of these that I can store with the rest of (digital) work products.
I am happy to hear this. Apple Pencil and 4G support what makes iPad stand out. It is so much better than MacBook in this use cases.
 
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Dwalls90

Contributor
Feb 5, 2009
5,068
3,305
It's almost as if Apple has declared the Ipad the IOS "Loss leader." Either that or they feel that there is a potential for every Iphone user to purchase one so that they are making them more affordable to ensure folks buy even more into the Apple ecosystem.

Having used Android tablets, Fire tablets, and Ipads, I have to say the Ipad blows away the competition -- especially now that it's more affordably priced.

I agree in that Apple is making much less of a profit on this iPad model compared to other Apple devices, but we also shouldn't forget the "quality" of components in this iPad and what that means for cost.

The 10.2" iPad is inferior to the 2016 iPad Pro 9.7" hardware (cameras, screen quality, weight, thinness, speakers, etc.), in every way except for the recent addition of .5" increase in screen size and moving from the A9X to A10. I don't say this to make "regular" iPad owners to feel inferior, but rather that Apple has been able to take parts from the much older iPad model (2016 or even older) component bins to drive down production costs. The A10 costs the same as the A9X to produce so that's no change.
 
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I7guy

macrumors Penryn
Nov 30, 2013
26,221
14,518
Gotta be in it to win it
I agree in that Apple is making much less of a profit on this iPad model compared to other Apple devices, but we also shouldn't forget the "quality" of components in this iPad and what that means for cost.

The 10.2" iPad is inferior to the 2016 iPad Pro 9.7" hardware (cameras, screen quality, weight, thinness, speakers, etc.), in every way except for the recent addition of .5" increase in screen size and moving from the A9X to A10. I don't say this to make "regular" iPad owners to feel inferior, but rather that Apple has been able to take parts from the much older iPad model (2016 or even older) component bins to drive down production costs. The A10 costs the same as the A9X to produce so that's no change.
I recently bought a 10.2 on sale. My iPad 2 was limiting what I wanted to do. The iPad 7 was perfect for my usage and I love the size. So I don't care if the hardware is inferior to a 2016 iPad Pro.
 
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mazz0

macrumors 68030
Mar 23, 2011
2,740
2,508
Leeds, UK
I thought their market share was higher than that to be honest - I got the impression Android tablets were hardly sold anymore.
 
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PickUrPoison

macrumors G3
Sep 12, 2017
8,131
10,720
Sunnyvale, CA
The iPad is the best tablet - yes.
Doesn’t help the fact that Tablets just suck. I like MacBooks.
Cool. Others like iPads. For them, they can do everything they need to do on an iPad.

That doesn’t take anything away from Mac. Laptops are always going to be more powerful than tablets, and desktops will always be more powerful than laptops.
And a $40,000 28-core Mac Pro with 1.5 Terabytes of RAM will beat them all. It’s all about having the right tool for the job. What are the requirements?

If what you need to do is keep track of your calendar, make to-do lists, check your 401(k), set reminders, deposit checks and check your bank and credit card accounts, tweet, use Facebook, listen to music or watch Netflix on the train to work, etc.... well, guess what—an iPhone is all you need. But maybe you need a more powerful solution. No problem.

iPhone
iPad
laptop
desktop
workstation
 
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waquzy

macrumors 65816
Sep 9, 2013
1,194
1,437
Leicestershire, UK
I thought their market share was higher than that to be honest - I got the impression Android tablets were hardly sold anymore.
Of course Android tablets are being sold, some of them even go for less than £100, that’s why the market share ain’t as big as you would think
 
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PickUrPoison

macrumors G3
Sep 12, 2017
8,131
10,720
Sunnyvale, CA
I agree in that Apple is making much less of a profit on this iPad model compared to other Apple devices, but we also shouldn't forget the "quality" of components in this iPad and what that means for cost.

The 10.2" iPad is inferior to the 2016 iPad Pro 9.7" hardware (cameras, screen quality, weight, thinness, speakers, etc.), in every way except for the recent addition of .5" increase in screen size and moving from the A9X to A10. I don't say this to make "regular" iPad owners to feel inferior, but rather that Apple has been able to take parts from the much older iPad model (2016 or even older) component bins to drive down production costs. The A10 costs the same as the A9X to produce so that's no change.
Good, better, best.
$329, $499, $799.
iPad, iPad Air, iPad Pro.

The 2016 9.7” iPad Pro fits between the Air and the 2018 11” iPad Pro—both in features (for its time) and in price ($649).
 
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akbarali.ch

macrumors 6502a
May 4, 2011
633
386
Mumbai (India)
I have hardly used any other tablet so can't compare it. But I must say iPadOS is quite good but still halfway there to utilise the full potential of the powerful hardware.

And in my opinion for the argument of iPad vs MacBook, I must say they all have their place. iPhone is not a replacement for iPad, iPad is not a replacement for MacBook, and MacBook too often is not a replacement for a desktop though it works exactly same as a desktop and has the same OS still MacBook is not a replacement for desktop for everyone.
[automerge]1580823281[/automerge]
Good, better, best.
$329, $499, $799.
iPad, iPad Air, iPad Pro.

The 2016 9.7” iPad Pro fits between the Air and the 2018 11” iPad Pro—both in features (for its time) and in price ($649).

I seriously didnt like the ipad family mess, ipads......ipad airs.......ipad pros11.....ipadpros12.....kind of appears as a mess. i hope they simply.
 
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BvizioN

macrumors 603
Mar 16, 2012
5,381
3,817
Manchester, UK
Doesn’t help the fact that Tablets just suck. I like MacBooks.

There you are, you said it yourself. iPads suck for you because of you like MacBooks. MacBooks suck for me because I don't really need one when I have an iPad Pro which I like it better. It does all I need MacBook to do when I had one (video editing, photo editing 2 main things) and much more compact. So, different people, different needs.
 
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Amplelink

macrumors 6502a
Oct 8, 2012
816
266
The iPad is the best tablet - yes.
Doesn’t help the fact that Tablets just suck. I like MacBooks.

I don't think it's so much that tablets in and of themselves suck. I love the form factor. They just don't do enough. They do a lot, but they're clearly purposely neutered by Apple. I love my iPads, but they barely get used compared to my MBP and iPhone.
 
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FightTheFuture

macrumors 68000
Oct 19, 2003
1,581
2,164
that town east of ann arbor
I thought their market share was higher than that to be honest - I got the impression Android tablets were hardly sold anymore.
Many of those android tablets are purchased from folks who don’t do much research. They own a galaxy or Huawei phone and assume the experience translates to the tablet form factor. They would be better off just buying an iPad.

I would add that Apple could make some major inroads by separating the Apple Watch from the iPhone. I bet millions of Android users would buy an AW over a Galaxy Gear/Fitbit/nothing.
 
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smulji

macrumors 68000
Feb 21, 2011
1,976
1,634
Good, better, best.
$329, $499, $799.
iPad, iPad Air, iPad Pro.

The 2016 9.7” iPad Pro fits between the Air and the 2018 11” iPad Pro—both in features (for its time) and in price ($649).
I would argue that the iPad Air isn't that much better than the iPad 7. For $170 more, all you're getting is a faster processor and a better screen. According to recent IDC numbers, the iPad 7 accounted for 65% of all new iPad sales so going by that, the market feels the same.
 
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Mainsail

macrumors 68000
Sep 19, 2010
1,578
2,004
I agree in that Apple is making much less of a profit on this iPad model compared to other Apple devices, but we also shouldn't forget the "quality" of components in this iPad and what that means for cost.

The 10.2" iPad is inferior to the 2016 iPad Pro 9.7" hardware (cameras, screen quality, weight, thinness, speakers, etc.), in every way except for the recent addition of .5" increase in screen size and moving from the A9X to A10. I don't say this to make "regular" iPad owners to feel inferior, but rather that Apple has been able to take parts from the much older iPad model (2016 or even older) component bins to drive down production costs. The A10 costs the same as the A9X to produce so that's no change.

I am not sure that the processor is the limiting factor wrt performance for most applications. It seems like iPad processors have outdistanced the software for some time now. I would agree that RAM has been an issue, and the 7th gen iPad has 3GB of RAM, which is the same as the Air 3 and more than its predecessor.

I think performance is going to be fine on the entry level iPad for several years to come. But, only time will tell. Meanwhile, at $250 on sale, it is a ridiculous good deal for someone that needs a basic home computing solution that they can take with them to coffee shops and on vacation..
 
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topmounter

macrumors 68020
Jun 18, 2009
2,338
502
FEMA Region VIII
Amazing Samsung is still able to prop up Android with their own s/w enough to sell that many Android tablets. Amazon really needs to update their tablet hardware. Maybe they should work together on a special edition Galaxy Fire Tab ?
 
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Darth Tulhu

macrumors 65816
Apr 10, 2019
1,390
2,139
The only significant impact I see with the more expensive iPads is the screen-size.

Otherwise, they're essentially the same ("it's the OS, stupid"), in regards to capability.

While at first I derided Apple for making a mess of the iPad lineup, I now agree with it's tiered, split category setup of Pro vs non-Pro and them keeping the price down.

The iPad is the future, and Apple's commitment to it is obvious. Great value, and still (arguably) the ONLY good tablet on the market.

That said, I personally prefer my screens clean, with a built-in stand and keyboard, I don't draw at all, I am a file hog, I love multiple desktops, I love integrating into exising environments and infrastructures with ease, I don't want to dump over 30-years-worth of computing how-to, and I'd rather not spend too much time with my arms raised to interact with my computing device. I spend too much time wiping my phone screen as it is.

Thus, I'd take even a one-port, crap-keyboard, non-Air, non-Pro MacBook over any iPad, ANY day.
 
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Icaras

macrumors 603
Mar 18, 2008
6,255
2,979
I just hope they don’t take three years again to update the iPad Air.
 
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PickUrPoison

macrumors G3
Sep 12, 2017
8,131
10,720
Sunnyvale, CA
I would argue that the iPad Air isn't that much better than the iPad 7. For $170 more, all you're getting is a faster processor and a better screen. According to recent IDC numbers, the iPad 7 accounted for 65% of all new iPad sales so going by that, the market feels the same.
The entry level iPad is a good device, and often on sale for quite a bit less. (It’s $250 right now at Amazon, Best Buy and Target.) It’s a really good iPad at a great price, and I’m not at all surprised it sells so well. It’s an excellent value, and suitable for most users.

But those who can spend more get more. The Air is definitely a better iPad, but whether the various upgrades are “worth it” depends on who you talk to.

For some, especially those who had an Air previously, the screen alone is a must have. An A12 vs. an A10 is not a big deal with respect to processing power, but will give you at least two additional years of OS updates a few years from now, and has the neural processor which enables certain capabilities.

Other upgrades for the Air include a 7 MP front camera vs. 1.2 MP, 64 GB vs. 32 GB of base storage, and the faster second generation TouchID. It’s also thinner and an ounce lighter. Other small upgrades, like faster WiFi and Bluetooth 5.0, wouldn’t really be noticeable.

But it’s hard to look at the base iPad and say it’s not good enough—because it is. It’s a big reason why Apple grew their market share 22% in 4Q2019 year over year (according to IDC, anyway). And at $250, it’s a steal. Or at $329, really.
 
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