Market research agencies IDC and Strategy Analytics have revealed the latest tablet market share of Apple, Samsung, Huawei, Amazon and Lenovo in Q2 2017.

IDC said tablet shipments fell 3.4 percent to 37.9 million in Q2 despite notable product launches like the new lower priced iPad and products from other top-tier vendors.

Detachable tablets also dipped as consumers waited in anticipation of product refreshes from high-profile vendors like Apple and Microsoft.

Strategy Analytics said the tablet market declined 7 percent in Q2 2017 43.8 million as many vendors experienced difficulty in adjusting to new market trends and consumer demand, according to s.

After 13 straight quarters of year-on-year shipment declines, Apple posted a sensational increase in Q2 2017 of +15 percent. Huawei has achieved 42 percent growth this quarter. Lenovo and Amazon are the fourth and fifth largest tablet makers.
The new Apple iPad’s relatively low price point triggered some consumers to upgrade their aging devices and demand for this new tablet finally caused a turnaround for Apple’s iPad business.

Samsung appears to be the third major contender in detachables, after Apple and Microsoft, and in typical Samsung fashion offers multiple detachable tablets with a choice of either Windows or Android.

Samsung’s slates have a significant presence though, like many other vendors, this portion of the business continues to struggle.

Huawei has been able to slowly steal share from rivals like Lenovo. However, the company has been fairly cautious of the detachable market and recent products have had very limited launches.

Amazon.com’s pricing strategy has worked well due to its growing ecosystem. Amazon also managed to update its lineup, offering new tablets at a better price and expanding its Alexa service to the UK. Amazon is also the only major vendor that actively targets the kids’ tablet market.

Lenovo has managed to slowly increase the share of detachable tablets within its products, which tend to have a higher average selling prices (ASPs). A low-cost strategy focused on Asia has worked so far, but that strategy is starting to lose its legs.