Skip to main content

How Apple Lost Momentum within the Tablet Market

​There's been a big shift in product category leadership for media tablets in the mobile computing market. At the mid-point of 2013, ABI Research identified a trio of events signaling that the Apple iPad family of products had lost significant market share to the Google Android ecosystem.

During the second quarter of 2013, the number of Android-powered tablets surpassed iOS-based slates for the first time, and tablet-related hardware revenues reached parity.  But the most important event was that the average selling price (ASP) of the iPad is rapidly approaching the market average.

Overall tablet shipments in the quarter dropped 17 percent sequentially, while growing 23 percent year-over-year for the same quarterly period.

"Smaller 7-inch class tablets are finally the majority of shipments," says Jeff Orr, senior practice director at ABI Research.

The 7.9-inch iPad mini represented about 60 percent of total iPad shipments and 49 percent of iPad-related device revenues in the quarter.

Tablet shipments in the second quarter of 2013 achieved revenues of $12.7 billion. For the first time, iPad represented only 50 percent of worldwide end-user revenues -- this was seen as the key turning point.

Apple split the market with all other branded vendors at $6.3 billion in the quarter. Similarly, the change in the vendor landscape can be seen through the ASP of tablets. In the past year, iPad ASPs dropped 17 percent while the rest of market increased 17 percent.

So, why did the Apple product leadership lose momentum in the marketplace?

The iPad drop is primarily attributed to the introduction and volume shift to the smaller iPad mini. They had to compete with the Google Nexus 7, and other similar devices that are very popular.

Apple is still a leader in tablets, though its lineup has now been matched and bested by several competitors in the Google Android ecosystem. This full impact of the shift in demand within the market has not yet run its course. Therefore, ABI has cautioned Apple not to become complacent.

"Twelve months is a long time for the peak lifecycle of a contemporary tablet. To remain a leader, Apple must continue to innovate and address real-world market needs," adds Orr.

Popular posts from this blog

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of

Global Pandemic Accelerates the Evolution of Transportation

Given the current trends across the globe, organizations that depend upon the continued growth of personal vehicle ownership will need to consider a plan-B scenario. While some companies will be able to adapt, others may find that their traditional business model has been totally disrupted. According to the latest worldwide market study by Juniper Research, Mobility-as-a-Service (MaaS) will displace over 2.2 billion private car journeys by 2025 -- that's rising from 471 million in 2021. Juniper believes that for MaaS to enjoy widespread adoption, subscription or on-the-go packages need to offer a strong combination of transport modes along with feasible infrastructure changes, high potential for data collection and low barriers to MaaS deployments. Mobility-as-a-Service Market Development The concept of MaaS involves the provision of multi-modal end-to-end travel services through a single platform by which users can determine the best route and price according to real-time traffic