Apple iPad’s worldwide tablet market share grew 10% YOY in holiday quarter

The latest research from Strategy Analytics showed that several major vendors had very happy holidays in 2018, even as global tablet market shipments contracted 1% in Q4 2018 and ended the year 6% lower at 173.8 million units.

Eric Smith, Director – Connected Computing said:

The tablet market may be on the road to recovery as several major vendors have strengthened their hand in 2018, cannibalizing market share from weaker players and forcing some to consolidate or leave the market entirely. Lower slate prices and a more fragmented detachable 2-in-1 market play into this recovery as vendors are reaching a broader range of computing needs, just as the foldable tablet/phone makes its debut.

Apple iOS shipments grew 10% year-on-year to 14.5 million units in Q4 2018, pushing its worldwide market share to 26% of the Tablet market. By growing double digits, Apple added 2 percentage points to its market share year-over-year. Apple is attempting to remake the computing market with more mobile iPad Pros for productivity while offering lower priced iPad slates for entertainment. The product mix tilted toward iPad Pro due to the launch of its newest products in that line and boosted ASPs to $463 this quarter from $445 in 2017.

Meanwhile, Android shipments fell to 32.9 million units worldwide in Q4 2018, down 6% from 34.9 million a year earlier and up 35% sequentially. Market share fell 3 percentage points year-on-year to 60% as many branded Android vendors find it very difficult to compete on price in the wake of Apple lowering its iPad prices. The slate market is particularly sensitive to price and the Android segment is dominated by slate models.

Apple iPad worldwide tablet market share grew 10% YOY in holiday quarter

Source: Strategy Analytics, Inc.

MacDailyNews Take: iPad has regained momentum that will very likely only increase with a new iPad and iPad mini expected in March and as Apple reveals lucky iOS 13 at WWDC 2019 in June, hopefully with some new, compelling, iPad-specific features.

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