Two research firms recently released reports on global tablet sales. While it isn’t a surprise that all brands of tablets have increased their sales in recent years, it is surprising to hear that iPad sales have dropped at the same time. According to both ABI Research and Strategy Analytics, Apple is losing ground while Samsung has picked up the pace.
ABI Research’s report, “Analysis of Apple’s Tablet Business Model,” notes that Apple has reached a “fork in the road” when it comes to the tablet market. According to their research, iPad sales have grown 13 percent in the past year while at the same time, Apple’s competitors in the market have experienced a 79 percent growth. As the market matures, ABI questions whether Apple is losing momentum while Samsung and other tablet makers catch up because consumers are given a wider variety of choices in size, connectivity, and price.
Strategy Analytics also released their quarterly report on global tablet growth. According to their research, overall tablet sales have grown 17 percent in the first quarter of 2014. Total units shipped reached 56.7 million.
Strategy Analytics’ research shows that Samsung increased tablet sales by 40 percent in Q1 14 while Apple dropped by 16 percent for the same period of time. The global shipment numbers show that Apple shipped 16.4 million iPad units in the first quarter of 2014, down from 19.5 million for the same quarter last year. Samsung shipped 12.8 million units in the most recent quarter, which increased from 9.1 million units in the first quarter of 2013.
Although the numbers don’t seem to show the iPad in a good light, both research firms note that Apple still has a strong hold on the tablet market.
“Despite Apple iPad shipments (sell-in) declining 16 percent against Q1 last year, Apple still holds 50 percent of the value share in Q1 2014, in fact it increased its wholesale average selling price (ASP) by 5 percent from the previous quarter,” Peter King, Director of Tabletsat Strategy Analytics said. “This clearly demonstrates the strong grip it has on the premium end of the market, but the declining unit share indicates that it is the lower price-tiers that are gaining traction especially in the Asia-Pacific region which is now the largest in terms of Tablet shipments and value.”
“Apple has the power to market to different regions where tablet adoption is low, and building relationships with business vertical sectors can help expand its breadth,” adds senior practice director Jeff Orr.