Apple Maintains Lead in Tablets but Market Share Down 14% in 3Q 2012, Says ABI Research

  Apple Maintains Lead in Tablets but Market Share Down 14% in 3Q 2012, Says
  ABI Research

Business Wire

OYSTER BAY, N.Y. -- November 27, 2012

Apple’s share of the tablet market continued to best all others with 55% unit
shipment share in the period, reveals new data from market intelligence firm
ABI Research. Despite maintaining its lead for 10 straight quarters,
competition from tablets powered by Google’s Android OS continue to eat away
at Apple’s success. Fifty-five percent is the lowest share Apple has ever had
since launching the iPad in 2010.

“With the introduction of a smaller, lower-cost iPad mini, Apple has
acknowledged Android’s beachhead of 7-inch-class tablets, though at the same
time, it has failed to deliver a knock-out punch through innovation, pricing,
and availability during the most critical selling period of the year,” says
senior practice director Jeff Orr. Following Apple in shipment share this past
quarter were Samsung, Amazon, and ASUS. Rather than steal share from Android,
ABI Research believes the iPad mini has caused demand for standard iPad models
to shift down-market. Limited availability of iPad mini could be the saving
grace as end-of-year buying ramps.

Nearly 14% share was given up in the quarter to several benefactors, including
Amazon, Google, and Samsung. Android now powers more than 44% of tablet
shipments. “As the OS of choice for the majority of device OEMs, we expect the
Android ecosystem to continue growing in numbers – new manufacturers, better
device choices for reaching more markets, and more developers finding value
from apps and content,” adds Orr.

These findings are part of ABI Research’s Media Tablets and eReaders
( Research Service,
which includes Research Reports, Market Data, Insights, and Surveys.

ABI Research provides in-depth analysis and quantitative forecasting of trends
in global connectivity and other emerging technologies. From offices in North
America, Europe and Asia, ABI Research’s worldwide team of experts advises
thousands of decision makers through 70+ research and advisory services. Est.
1990. For more information visit, or call +1.516.624.2500.


ABI Research
Christine Gallen, +1-516-624-2542
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