Apple’s Media Tablet Market Share Drops to 48% of the Market in Q1 – Early Data from Analysts

Microsoft Windows and Google Android Gaining Share on Media Tablets Market

by Anton Shilov
04/25/2013 | 10:14 PM



The market of media tablets is growing extremely rapidly these days thanks to a wide choice of competitive models from different manufacturers and at different price-points. According to a new report from Strategy Analytics, shipments of slates increased by 117% year-over-year in Q1 2013, which lead to rather significant changes on the market.

According to the latest research from Strategy Analytics, global tablet shipments reached 40.6 million units in the first quarter of 2013, which is 117% higher than in the same quarter a year ago. Apple shipped 19.5 million iPad media tablets in Q1 2013, an increase of 65% year-over-year. Meanwhile, various hardware makers shipped 17.6 million slates based on Google Android, around 177% more than in the same period a year ago. Finally, Microsoft and its partners sold around three million tablets based on various versions of Windows.


As a result of Google Android- and Microsoft Windows –based tablets shipments increase, Apple’s leading market share shrank to 48% (from 63% a year ago), Android now commands 43% of the slate market and Microsoft has 7.5% market share.

“Global branded tablet shipments reached an all-time high of 40.6 million units in Q1 2013, surging 117% 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% share during the first quarter of 2013. Android captured a record 43% share of global branded tablet shipments in Q1 2013, rising from 34% a year earlier. Global Android tablet shipments increase 177% annually to 17.6 million units,” said Peter King , director of tablets at Strategy Analytics.

"When we add white-box 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," added Mr. King.

Microsoft captured a niche 7.5% 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, according to the market tracker.