From the first generation iPad in 2010, Apple enjoyed huge success and market dominance. As recently as 2012, 61 million iPads sold gave Apple a 53% market share, compared to Android tablets 46% share, with 53 million units sold. According to an analysis by Gartner, however, the trend is reversed. In 2013 android managed to grab almost 62% of the total of 195 million units sold, with a figure of 121 million tablets. Apple increased it’s numbers to 70 million iPads sold, but market share slipped to 36%.
According to Gartner, smaller screen size tablets are the main driving force behind android’s surge. But going forward, these lower-end devices will need to begin adding more features to attract new customers.
Apple does remain the single largest seller of tablets, with Samsung making a big leap in market share. Amazon’s tablet are not doing as well as anticipated, while ASUS managed to almost double sales. Microsoft saw a nearly four-fold increase in sales, with a doubling of market share. While still a small segment of the overall market, the debut of smaller screen, inexpensive Windows tablets could give Microsoft a big boost this year in sales. Part of ASUS, Samsung, and Lenovo’s sales increase was due to their Windows tablets line.