Thanks to strong demand for the 10.2-inch iPad, Apple expands its lead in the tablet market

Apple expanded its lead in the global tablet market in the fourth quarter of 2019, according to the latest statistics from research firm IDC, which grew 36.5 percent of its market share due to strong demand for the new 10.2-inch iPad, according to the latest statistics from research firm IDC.

Thanks to strong demand for the 10.2-inch iPad, Apple expands its lead in the tablet market

IDC estimates that Apple’s latest 10.2-inch iPad variant, released last September, is an affordable alternative to the iPad Pro, accounting for 65 percent of the 15.9 million iPads shipped in the three months to December. During the crucial holiday season, the tech giant maintained its dominance of the tablet market, with a market share of 36.5 per cent, up 22.7 per cent from 12.9 million units shipped in the previous quarter, compared with 29.6 per cent a year earlier. The full-year indicator shows similar results, with Apple taking a 34.6 percent market share of 49.9 million iPadshipments and a 15.2 percent increase. It shipped 43.3 million units in 2018.

Apple’s success comes from a broader industry contract. In the last quarter of 2019, tablet categories fell to an all-time low of 79.3 per cent, while full-year tablet shipments fell 1.5 per cent year-on-year.

Samsung trailed Apple in the fourth quarter with 7 million shipments and a 16.1 percent market share, down 7.4 percent from 7.6 million units in the same period in 2018 and 17.3 percent. The South Korean tech giant shipped 21.7 million tablets for the full year of 2019, down 7.2 percent from 2018.

Huawei and Amazon came in third and fourth with 4 million units and 3.3 million units, respectively. Huawei is down 2.8 percent from the same period in 2018, but Amazon is down 29 percent in the same period. Despite poor sales during the holiday season, Amazon and Apple are the only two companies to see growth in tough 2019 shipments.

Lenovo was in the top five with 2.5 million units of shipments, taking a 5.8 percent market share in the fourth quarter, up 8.3 percent from a year earlier. Full-year shipments fell 4.3 percent to 8.5 million from 8.8 million, in line with industry trends.