Apple, Samsung, Lenovo and Amazon are the leaders in global tablet market in Q4 2015, according to a research report.
Chinese device maker Lenovo was the only tablet maker to increase its global share. Apple, Samsung and Amazon dropped their tablet market share.
Tablet market share of Apple fell to 23.1 percent in Q4 2015 from 27.3 percent in Q4 2014.
Samsung’s tablet market share fell 13.9 percent to 9 percent from 12.9 percent.
Lenovo experienced 8 percent increase in tablet share to 5.7 percent from 4.7 percent.
Amazon’s tablet market share fell 20 percent to 4.4 percent from 4.9 percent.
The tablet market shipments fell 11 percent to 69.9 million units during the fourth quarter and dipped 8 percent to 224.3 million units in 2015, according to Strategy Analytics.
Bright spots in the tablet market continued to be in the 2-in-1 Tablet and Windows Tablet segments while Traditional Slates continued their downward slide.
“Apple suffered big setbacks this year as a lack of innovation during the last several years caught up to iPad sales. Instead, Apple has focused on its MacBooks, iPhone 6/6+, and Apple Watch releases. The launch of the iPad Pro failed to meet expectations during the quarter,” said Peter King, research director, Tablet & Touchscreen Strategies service at Strategy Analytics.
There is long-term potential for iPad Pro in the enterprise and verticals.
2-in-1 Tablet shipments grew 379 percent in 2015 while Traditional Slate shipments fell 11 percent.
Windows Tablet shipments grew by 59 percent year-on-year in 2015. Android fell 7 percent and iOS dropped the most at 22 percent, according to Strategy Analytics.
IDC report on tablet market
IDC says the tablet market declined 13.7 percent to 65.9 million units in Q4 2015 and 10.1 percent to 206.8 million in 2015.
Slate tablets experienced annual decline of 21.1 percent. Detachable tablets more than doubled their shipments since the fourth quarter of last year.
Apple faced 24.8 percent decline. With the launch of the iPad Pro, the company curbed the decline in iPad revenues as its model mix shifted towards higher priced iPads.
Samsung faced 18.1 percent decline. Samsung manages to reach multiple price points and screen sizes, a position that will facilitate the transition to detachables in 2016.
Amazon’s growth was 175.7 percent, the highest amongst the top 5. Amazon’s success in the tablet market has been based on price.
Lenovo shipped 3.2 million units for 13.5 percent decline. The Yoga, MIIX, and Thinkpad brands’ combined traditional PC savoir faire should help Lenovo regain market share in 2016.
Huawei’s tablet focus remains on cellular-connected tablets and international expansion.
