IDC: Apple iPad maintains lead in worldwide tablet market share

Worldwide tablet plus 2-in-1 shipments slipped to 50.4 million units in the first calendar quarter of 2014 (1Q14) according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker. The total represents a sequential decline of -35.7% from the high-volume holiday quarter and just 3.9% growth over the same period a year ago. The slowdown was felt across operating systems and screen sizes and likely points to an even more challenging year ahead for the category.

“The rise of large-screen phones and consumers who are holding on to their existing tablets for ever longer periods of time were both contributing factors to a weaker-than-anticipated quarter for tablets and 2-in-1s,” said Tom Mainelli, IDC Program Vice President, Devices and Displays, in a statement. “In addition, commercial growth has not been robust enough to offset the slowing of consumer shipments.”

Apple maintained its lead in the worldwide tablet plus 2-in-1 market, shipping 16.4 million units. That’s down from 26.0 million units in the previous quarter and well below its total of 19.5 million units in the first quarter of 2013. Despite the contraction, the company saw its share of the market slip only modestly to 32.5%, down from the previous quarter’s share of 33.2%. Samsung once again grew its worldwide share, increasing from 17.2% last quarter to 22.3% this quarter. Samsung continues to work aggressively with carriers to drive tablet shipments through attractively priced smartphone bundles. Rounding out the top five were ASUS (5%), Lenovo (4.1%), and Amazon (1.9%).

“With roughly two-thirds share, Android continues to dominate the market,” said Jitesh Ubrani, Research Analyst, Worldwide Quarterly Tablet Tracker, in a statement. “Although its share of the market remains small, Windows devices continue to gain traction thanks to sleeper hits like the Asus T100, whose low cost and 2-in-1 form factor appeal to those looking for something that’s ‘good enough.'”

Top Five Tablet Vendors, Shipments, and Market Share, First Quarter 2014 (Preliminary Results, Shipments in millions)
IDC tablets Q114
Source: IDC Worldwide Quarterly Tablet Tracker, April 30, 2014
Note: Total tablet market includes slate tablets plus 2-in-1 tablets.

Source: International Data Corporation (IDC)


  1. iPad’s biggest competitor is the iPad. The market of people who are true tablet users (as opposed to wanting a toy to dick around with a little) is pretty well saturated with iPads right now, so Apple’s challenge is to get these folks to upgrade. They will.


    1. Indeed. Outside of obviously paid for product placement on TV I can’t remember the last time I saw a Samsung tablet. I see Kindle Fires, I see Sony Xperias, I see Asus tablets, and of course I see heaps upon heaps of iPads. But no Samsungs. Do they actually exist?

  2. Again, “Shipped vs Sold”.

    All I ever see is stacks of Samdung tablets sitting in Costco and other retail stores but I don’t see them moving product. So Samsung over fills the supply chain and lets them just sit there so they can pad their “shipped” numbers. Plus, many of these retailers require Samdung to buy back any unsold inventory (as Costco does) but no where in the IDC report, or any of the other reports, do you see returns calculated in the charts.

    As Silverhawk stated, paid by the highest bidder.

  3. 1. The IDC numbers are shipments only, which is why they falsely post a 16 percent drop in iPad.

    2. Samsung has already admitted in court that their shipments aren’t even close to their actual sales (on the order of half the shipped number)

    3. While it is only an assumption, I think you can safely assume the others are inflating their shipment numbers too, since dupes like IDC are willing to conflate this with sales and marketshare.

    4. “Other” includes every $99 drawer-filler POJ tablet from third-world countries and China. It’s like mixing feature phones with smartphones and then claiming Apple has a miniscule marketshare. Take out the junk tablets, and Apple has above 60 percent share.

    5. To be fair, IDC can’t pull actual sales because the manufacturers (except Apple) don’t reveal that. But inasmuch as real-world usage studies show Apple with 80%+ share, and 80%+ profit, I’m not sure why IDC bothers or why anyone should care about shipment figures.

    1. Re: your point #2. I am wondering how much gravitas we should give to that testimony. Samsung’s approach in this case has been to basically admit, “Well, gee, yeah, we did, but that ain’t so bad. As, shucks look we only want $6.9 measly million for our very important patent, and besides, those things Apple invented aren’t that important to the look and feel, and gee whiz, we really didn’t sell very many phones or tablets anyway, no how!”

      Given that Samsung lies about what they had for breakfast this morning, or even that this morning even WAS this morning, why should we believe them on ANY sales numbers on any product?

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