Global decline in sales of tablets by 16% .. and Apple is still the leader

Although the global tablet market declined by 16% (y/y) in the third quarter of this year, Apple maintained the lead with a market share of 39% and shipped 14.7 million units.

According to Strategy Analytics, Apple’s shipments are down 14% (y/y) but is still gaining market share as its higher-tier portfolio benefits from wealthier customers who ignore inflation.

While the overall market has declined, Samsung (19% market share) and Amazon (10% market share) are the top sellers with low single-digit declines attributed to their unique market strategies.

“Samsung got the closest to positive territory this quarter with its diversified Android portfolio covering the premium level with the Galaxy Tab S8 series all the way to lower levels with the Galaxy Tab A series,” said Eric Smith, Director of Connected Computing.

This was a tough quarter to compare for Apple due to several new product launches in September 2021, and unlike the Mac results, there was minimal demand carried forward from the last quarter’s supply disruption in the iPad.

Chirag Upadhyay, an industry analyst, explained: “Apple’s diversified portfolio stretching all the way to iPad Pros and iPad Airs running on M1 processors has boosted Apple’s ASP to $483 as users seek to do more on their tablets, including work school and play.

Despite the decrease in shipments by 33% year-on-year, Huawei maintained its fifth position in the tablet market, and the report stated that Lenovo’s shipments fell by 37% as it faced fierce competition in Europe, the Middle East, Africa and North America, and the demand for the Windows sector slowing down after the pandemic.

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