Huawei, LG gain market share at expense of Apple, Samsung
A confluence of factors leading up to Microsoft's Windows 10 launch led to an all-time high of Windows Tablet market share in Q2 2015 at 9 percent. Total Tablet shipments reached 50.8 million units in Q2 2015, down 3 percent from 52.4 million in Q2 2014, according to preliminary data by Strategy Analytics' Tablet & Touchscreen Strategies (TTS) service report, "Global Tablet OS Market Share: Q2 2015."
Windows-branded Tablets comprised 9 percent of shipments in Q2 2015, up 4 points from Q2 2014
Android-branded Tablet shipment market share was flat at 70 percent in Q2 2015
Apple continued its slide in market share down to an all-time low of 21 percent in Q2 2015, 4 points lower than Q2 2014
Vendors with strong 3G and LTE connected Tablet strategies such as Huawei, LG, and TCL-Alcatel gained market share as leaders like Apple, Samsung, and the White Box community lost ground
Exhibit 1: Global Tablet Shipments and Market Share in Q2 2015 (preliminary)
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Shipments refer to sell-in. Numbers are rounded. The definition of Tablet does not include e-book readers or convertible/foldable PCs.:
Tablet & Touchscreen Strategies Service Director Peter King said, "Apple's fortunes will turn around soon as it will launch the 12.9-inch iPad Pro as well as an iPad mini 4 in Q4 2015. New features in iOS 9, which are exclusive to iPad such as multi-tasking and a more convenient soft keyboard, will also help compel upgrades by owners of older iPad models. Meanwhile, Huawei and LG have posted fantastic growth primarily due to well-executed 3G and LTE connected Tablet strategies."
Tablet & Touchscreen Strategies Senior Analyst Eric Smith added, "Windows share continues to improve as more models become available from traditional PC vendors, White Label vendors, and Microsoft itself though a healthy Surface lineup and distribution expansion. The key going forward will be if the coming wave of 2-in-1 Detachable Tablets is a hit with consumers or if they go the way of the Netbook—we remain cautiously optimistic on this point."
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