Apple iPad up 8 percentage points to 68% of global tablet shipments in Q212

“A total of 25 million tablets were shipped worldwide in the second quarter of 2012 as Apple’s iPad increased its market share, accounting for 68 percent of all shipments,” Neil Hughes reports for AppleInsider.

“Apple’s share of the worldwide tablet market was its highest level in almost two years, according to the latest research from Strategy Analytics released on Wednesday,” Hughes reports. “Driven by the iPad, global tablet shipments grew 67 percent year over year in the second quarter.”

Hughes reports, “Apple announced on Tuesday that it sold 17 million iPads in the quarter, which represented an 84 percent increase from the same period a year prior. hat gave Apple a 68.3 percent share of all tablets shipped worldwide, more than doubling Android’s 29.3 percent share of shipped devices. Microsoft, which is banking on the launch of Windows 8 later this year to help it make a splash in the tablet space, held just 1.2 percent of the market.”

Read more in the full article here.


    1. For non-Apple tablets, it is even not “ships” data. It is just made up “estimation” out of thin air. The fact that Strategy Analytics waited for Apple to report firm figures before publishing their means that their own “estimation” has nothing to do with word “data” — they were afraid to report dramatically different figure that would be blatantly nonsensical.

  1. It’s important to note that LAST year, Apple main iPad competitors (for unit sales numbers) were products that tried to compete “head-to-head” with iPad. The competition only sold their numbers because of steep “fire sale” discounts on most of their units. Hey, if a (non-iPad) tablet product is manufactured, it will eventually count as a “unit sale” somehow, when the price drops far enough.

    THIS year, Apple’s main competitors are low-end tablets that sell for those “fire sale” prices as an intentional (money-losing) strategy, to sell more units. It’s humorous that one of them is called “Fire,” because when they go on sale, it will literally be a “Fire sale.” They are mostly not even trying to compete directly with iPad anymore.

    YET, Apple’s market share in the “iPad” market has gone UP to 68%, with Apple selling full-featured tablets at full retail price. Apparently, although most of the “experts” are saying otherwise, Apple does not need to release a $299 8-inch iPad anytime soon. They are the same ones who said Apple had to produce a “netbook.”

    1. Not getting your reasoning at all. Just because a rival isn’t selling a smaller version of the iPad doesn’t mean Apple can’t make a success of it. No one is remotely saying that a 7″ tablet is competing with a 9.7″ iPad. By introducing a 7.85″ iPad mini, Apple is extending its reach in the market by providing more choices. What’s the downside in that?

      1. It would be great if Apple produced an 8-inch table that is a 20% scaled-down, and 40% lighter, (and less expensive) version of the current iPad 2. I would get it right away… 🙂

        My “reasoning” (and my point at the end of my previous post) is that the so-called “industry experts” are saying Apple needs to do it to counter the low-priced tablets (from Amazon and Google). That’s NOT the reason Apple will do it… to compete based on pricing. Apple will do it because a slightly smaller, and significantly lighter, iPad would be a GREAT product, period.

        And, I don’t think Apple is in a rush to produce the 8-inch iPad. It will come when Apple is ready to release it. This sales data shows Apple is selling as many iPads (both types) as they can produce. Why introduce a new lower-profit model now to cannibalize sales from the existing higher-profit models?

        I think an 8-inch iPad will be released at the usual iPad introduction time in 2013.

    2. The reason why Apple didn’t sell a netbook was that netbooks are crap. Apple doesn’t sell crappy products.

      Any analyst who thought that Apple would have to sell netbooks clearly didn’t understand Apple.

      A smaller iPad would not be crappy. Creating a smaller, but fully featured smaller iPad would be entering a new segment of the iPad market.

  2. More BS. As “el Tritoma” pointed out, Apple publishes unit SALES. Its competitors do not reveal ANY unit data, let alone actual sales. This is based on vaporous estimates of competitors shipments by analysts. Complete nonsense.

    1. For things like tablets, the shipped number eventually equals sales, because eventually, there will be a “fire sale” to clear out the stockpile of unsold (non-iPad) inventory. Look at the brisk sales of HP TouchPad last year, once the price dropped to $99. Those TouchPads did not end up in some landfill or recycling center; they eventually counted as “sales.” So I don’t think it’s “BS.”

      The difference is that iPads sell almost as soon as they are manufactured, so the shipped number equals the sold number very quickly. And Apple sells those iPads at full retail price, which makes it profitable and sustainable. The competition’s low-price “strategy,” whether it’s due to a fire sale or intentional (Kindle Fire and Google Nexus 7), is not…

    1. Those competing tablets might sit in inventory for a while, but they are produced by the millions and will eventually get sold to some “sucker” when the price goes low enough (often during the desperation “fire sale”). So it eventually counts as a “unit sale,” just like an iPad sold at full retail price less than one week after manufacturing.

      > I hardly ever see a tablet that isn’t an iPad.

      That’s because something that is “sold” doesn’t necessarily get “used.” 🙂

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