Apple leads as tablet market falls


iPad still dominant in four of the top five markets for tablets

Tablet shipments continued to wane in the second quarter of 2015, yet Apple is still the dominant manufacturer of the devices in four of the top five markets for them, a new study shows.

Shipments of tablets have fallen 11% year on year to 42.5 million units. Tablet shipments fell in every worldwide region in the second quarter of 2015, and research firm, Canalys has stated it has no reason to believe that growth will return in the short term.

Sales in high growth markets are dwindling for smartphones as large screen smartphones have grown in popularity to become buyers’ first internet-enabled devices of choice, the research shows. In addition, tablets will have to compete against a new wave of two-in-one devices designed to take advantage of Windows 10, Canalys warned.

However, Tim Coulling, Canalys senior analyst, said tablets will remain a key mobile device: “Despite the sudden downturn in shipments, tablets are certainly here to stay. Yes, they have matured and commoditised quickly, but there are still opportunities for vendors to profit from the category. Unlike consumers, businesses have been slow when it comes to mass adoption of tablets. They are willing to spend more on products that satisfy a specific need and meet key requirements, around durability for example.

“In the consumer space, demand for premium tablets in established markets has noticeably slowed but is not going to disappear,” continued Coulling. “The top five countries accounted for half the world’s tablet shipments and Apple led in all but one, Brazil. It is well placed to continue leading the market for the time being.”

After three years of explosive growth, the tablet market peaked in the fourth quarter of 2013, going into decline a year later.


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