Strategy Analytics: Apple Maintains 48 Percent Share of Global Branded Tablet Shipments in Q1 2013

Strategy Analytics: Apple Maintains 48 Percent Share of Global Branded Tablet
                             Shipments in Q1 2013

PR Newswire

BOSTON, April 23, 2013

BOSTON, April 23, 2013 /PRNewswire/ --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.

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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 percent
annually to 17.6 million units."

King added, "When we add White-Box^1 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:

  oGlobal 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;
  oMicrosoft captured a niche 7.5 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)^2

Global Branded Tablet OS Shipments (Millions of Units)  Q1 '12 Q1 '13
Apple iOS                                               11.8   19.5
Android                                                 6.4    17.6
Windows                                                 0.0    3.0
Others                                                  0.5    0.4
Total                                                   18.7   40.6
Global Branded Tablet OS Marketshare %                  Q1 '12 Q1 '13
Apple iOS                                               63.1%  48.2%
Android                                                 34.2%  43.4%
Windows                                                 0.0%   7.5%
Others                                                  2.7%   1.0%
Total                                                   100%   100%
Growth Year-over-Year %                                 146%   117%

The full report, Global Tablet OS Market Share: Q1 2013, is published by the
Strategy Analytics Tablet & Touchscreen (TTS) service, details of which can be
found here:

About Strategy Analytics:

Strategy Analytics is a global, independent research and consulting firm. The
company is headquartered in Boston, USA, with offices in the UK, France,
Germany, Japan, South Korea and China. Visit for
more information.

USA Contact:
Neil Shah / +1 617 614 0727 /

Europe Contact:
Peter King / +44 1908 423 615 /

^1 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.

^2Shipments refer to sell-in. Numbers are rounded. The definition of tablet
does not include e-book readers or convertible PCs.

SOURCE Strategy Analytics

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