Mike Orcutt

A View from Mike Orcutt

Competitors Challenge Apple’s Grip on the Tablet Market

Apple still holds a strong lead, but new data shows that Android tablets are gaining in popularity.

  • November 5, 2012

New data from IDC suggest that Apple’s dominance of the global tablet computer market may be giving way. Competing tablet makers, led by Samsung, gained substantial ground during the third quarter of 2012.

Apple’s market share dropped from 65 percent in the second quarter to just over 50 percent in the third quarter. Meanwhile, Samsung’s share doubled to 18 percent, and Amazon and Asus each saw their share rise from under five percent to around nine percent.

As is evident from the graph above, it’s too early to tell how quickly the market is diversifying. Apple’s lag was at least partly due to rumors about its plans to release the iPad Mini, which led some consumers to hold off on buying a new iPad, according to IDC. Now that the Mini is out, analysts expect Apple to have a strong fourth quarter.

The iPad Mini’s $329 starting price, however, is well above that of many Android tablets, which is why IDC’s analysts believe there is “plenty of room for Android vendors to build upon the success they achieved in the third quarter.”

Android-powered smartphones are already more popular than Apple’s iPhone in the U.S. as well as other countries, like China (See How the Chinese Smartphone Market Shapes the Battle for Global Dominance).

The latest Insider Conversation is live! Listen to the story behind the story.

Subscribe today
Already a Premium subscriber? Log in.

Uh oh–you've read all of your free articles for this month.

Insider Premium
$179.95/yr US PRICE

More from Business Impact

How technology advances are changing the economy and providing new opportunities in many industries.

Want more award-winning journalism? Subscribe to Insider Basic.
  • Insider Basic {! insider.prices.basic !}*

    {! insider.display.menuOptionsLabel !}

    Six issues of our award winning magazine and daily delivery of The Download, our newsletter of what’s important in technology and innovation.

    See details+

    What's Included

    Bimonthly home delivery and unlimited 24/7 access to MIT Technology Review’s website.

    The Download. Our daily newsletter of what's important in technology and innovation.

/
You've read all of your free articles this month. This is your last free article this month. You've read of free articles this month. or  for unlimited online access.