Strategy Analytics: Apple’s iPad maintains 48% tablet market share worldwide; Windows tablets capture 7.5% share

According to the latest research from Strategy Analytics, global tablet shipments reached 40.6 million units in the first quarter of 2013. Android secured a robust 43 percent global share, while Apple iOS maintained its strong leadership at 48 percent. Windows secured a 7.5 percent global share.

Peter King, Director of Tablets at Strategy Analytics, said, “Global branded tablet shipments reached an all-time high of 40.6 million units in Q1 2013, surging 117 percent from 18.7 million in Q1 2012. Demand for tablets among consumer, business and education users remains strong. Apple produced a solid performance this quarter as the Mini had its first full term and shipped a robust 19.5 million mixed iPads worldwide maintaining market leadership with 48 percent share during the first quarter of 2013. Android captured a record 43 percent share of global branded tablet shipments in Q1 2013, rising from 34 percent a year earlier. Global Android tablet shipments increase 177 per cent annually to 17.6 million units.”

King added, “When we add White-Box* tablets into the mix, Android market share of the total tablet market increases significantly to 52% and iOS slips to 41%, as the bulk of the White-Box tablets are Android low budget models aimed at a different market to the branded tablets”

Other findings from the research include:
• Global branded tablet shipments grew 117 percent annually in Q1 2013, compared with 146 percent annually in Q1 2012. This was the highest CY Q1 shipment figure since the modern tablet industry began in Q2 2010;
• Microsoft captured a niche 7.4 percent global tablet share in Q1 2013. Very limited distribution, a shortage of top tier apps, and confusion in the market, are all holding back shipments.

Exhibit 1: Global Tablet Operating System Shipments and Market Share in Q1 2013 (Preliminary)**
Strategy Analytics: Global Tablet Operating System Shipments and Market Share in Q1 2013 (Preliminary)

*A white-box tablet is a product produced by one company (the manufacturer or ODM) that other companies (the vendors or OEMs) rebrand to make it appear as if they made it. White box tablets invariably use different components to branded tablet in order to keep costs to a minimum.
**Shipments refer to sell-in. Numbers are rounded. The definition of tablet does not include e-book readers or convertible PCs.

Source: Strategy Analytics

MacDailyNews Take: The tablet you buy is like an IQ test.

Never underestimate the propensity of the left side of the Bell Curve to blow their paychecks on half-assed shit.*

*Word has it that Microsoft and Samsung are currently fighting over that line for their internal company motto.


  1. As usual, Apple sold 19.5M iPads during the first calendar quarter while Android device manufacturers shipped a bunch. That iPads made up 48% of “shipped” does notequate to 48% market share.To determine market share at any given moment you have to do random surveys of households and businesses until your sample size is large enough to be relevant. And since that requires, you know, work, we’re left with lazy headlines that distort the reality.

    1. We always get the ‘shipped’ numbers rather than the end user purchased quantities. There is no note about the number of units returned and taken out of the channel (see MSFT return rates).

  2. So Samsung and Windows reports on what they shipped.

    What if Samsung and MS allowed Costco, BestBuy and all the other retailers to return their tablets for a 10% restocking fee.

    Then they turn around and ship them somewhere else…the numbers shipped would look even better and both Samsung and MS at least make 10% on a product that isn’t selling.

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