Apple’s iPad remains dominant in Q112 while Amazon’s tiny screen Kindle Fire fizzles

​The media tablet market shipped 18.2 million devices in 1Q’2012, which represents a 185% YoY gain and a -33% sequential loss in shipments. Apple’s 11.8 million iPad shipments were spurred by the launch of a third-generation lineup and price reduction on iPad 2 models, while Samsung’s 1.1 million shipments returned the vendor to the number two spot after Amazon’s Kindle Fire shipments fizzled entering 2012.

“A pattern similar to smartphones is also occurring in tablets,” says Jeff Orr, group director, consumer research, in a statement. “Apple and Samsung have demonstrated staying power while other tablet vendors ebb and flow like the tide.” Only two leading branded tablet OEMs – RIM (233%) and Lenovo (107%) – bucked the downward first quarter shipment trends, while Taiwan’s ASUS remained flat sequentially from 4Q’2011. Several vendors, including Dell, HP, and LG are currently retooling tablet portfolios for mid-year launches of Android 4.0 along with the much anticipated Windows 8 slates debuting later in 2012.

Apple continued to lead the market with nearly 65% of worldwide units and surpassed 67 million cumulative shipments in its first eight quarters of availability. iPad can’t claim the highest mobile broadband (3G/4G) attach rate for media tablets, though Apple retains its title of shipping the most 3G-enabled tablets by outpacing the number two competitor by a factor of eight. “The majority of iPad buyers continue to be satisfied with Wi-Fi wireless coverage,” adds Orr. The leading model shipments and the ongoing challenges mobile operators face in convincing iPad owners to even try the mobile broadband connectivity once are expected to continue for the foreseeable future.

ABI Research’s “Media Tablet Market Share Tracker” provides quarterly and annual historical vendor market share, mobile broadband embedded modem module attach rate by vendor, and Apple iPad model configuration trends.

It is part of ABI Research’s Tablets, Netbooks & Mobile CE Research Service.

Source: Allied Business Intelligence, Inc.


  1. Why do they keep calling them “media tablets”? The Media establishment is still trying to push people to subscribe to their old paper iPads.

    1. While I wouldn’t use the term “media”. I suggest that you look up the usage of the word “media”. (double click the word, to highlight it, the right click and select “look up …” To access Apple Dictionary.

      “Media”… is legitimatly and pragmatically correct.

      You should be aware that the term “media” expresses and asserts well beyond the machinations of Tabloid / Broadsheet newspapers as a means of delivery for “propaganda”… I mean news.

  2. …but the Kindle Fire was supposed to cripple the Apple Empire and effectively prove that no one actually needs an overpriced iPad. I know there was at least one analyst claiming that the Kindle Fire would set a new pricing structure for tablets so that everyone on earth could own a tablet. I’m not sure what’s going to happen when those expensive Windows tablets hit the market. I don’t think they can undercut the iPad in price because it seems they would need more robust hardware. I’m curious to see if Windows 8 tablet vendors can manage to make any profit at all.

    1. I don’t recall anyone saying that the Fire would cripple the Apple Empire. I *do* recall people speculating that it might pull prices down, but that’s a long way from *cripple*.

  3. Both these companies are becoming arrogant. at least Apple sticks to a few markets and does them well. amazon on the other hand is dipping its hand into every pie possible, and perhaps with this latest venture into B2B will have gone a step too far and overstreched its resources (see Its nice to see new players in the field rather than the same old just taking everything over.

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