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Apple fails to deliver ‘knock-out punch’ as iPad share sinks to lowest point since 2010

Updated 10 years ago
Published Nov 28th, 2012 1:00PM EST
Tablet Market Share Q3 2012

Apple’s (AAPL) grip on the tablet market is slipping, much like it did in the smartphone market at the hands of Google’s (GOOG) Android platform. While Apple remains the profit leader in both markets by a healthy margin, ABI Research reports that Apple’s share of global tablet shipments sank to its lowest point in the third quarter since the iPad first launched in 2010.

In a report issued this week, ABI estimates that Apple’s share of the worldwide tablet market dipped to 55% in Q3 2012, a 14% sequential decline. Earlier estimates from Strategy Analytics found a similar decline in the iPad’s market share. Android is seen as the driving force behind the big decline and the platform’s global share rose to 44% in the third quarter, according to ABI’s data.

Will the introduction of Apple’s smaller, more affordable iPad mini tablet reverse the trend in the fourth quarter? ABI analyst Jeff Orr isn’t so sure. “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,” Orr said.

He continued, “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.”

An earlier report stated that Android tablets will out-ship the iPad next year.

Zach Epstein
Zach Epstein Executive Editor

Zach Epstein has been the Executive Editor at BGR for more than 10 years. He manages BGR’s editorial team and ensures that best practices are adhered to. He also oversees the Ecommerce team and directs the daily flow of all content.

Zach first joined BGR in 2007 as a Staff Writer covering business, technology, and entertainment. His work has been quoted by countless top news organizations, and he was recently named one of the world's top 10 “power mobile influencers” by Forbes. Prior to BGR, Zach worked as an executive in marketing and business development with two private telcos.