Android products acquired the bulk of shipment growth in the worldwide market over iOS products.
Apple's iPad marketshare slipped to 11 per cent, data from International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker revealed.
IDC noted though that Apple's iPad air and iPad mini November roll out is expected to snatch back the bulk of the marketshare from Android products.
"With two 7.9-inch models starting at $299 and $399, and two 9.7-inch models starting at $399 and $499, Apple is taking steps to appeal to multiple segments. While some undoubtedly hoped for more aggressive pricing from Apple, the current prices clearly reflect Apple's ongoing strategy to maintain its premium status. It's worth noting that Apple wasn't the only one to increase the price of its small-sized tablet during this product cycle: Both Google and Amazon increased the price of their newest 7-inch tablets from $199 to $229 to cover the higher costs associated with high resolution screens and better processors," Jitesh Ubrani, research analyst for IDC's tablet market noted.
IDC saw that Apple's iPad slip in the marketshare has got to do with Apple's lack of no new iPad product launches for its second and third quarter. Apple suffered a quarter-over-quarter decline in shipments from 14.6 million in 2Q13 to 14.1 million in 3Q13. Year-over-year, iPad shipments grew less than one per cent.
Interestingly, even with this alarming slip in the market, Apple's iPad products remain number 1 in the market even with Android's significant gain.
See graph from IDC:
IDC's Research Director Tom Mainelli saw that Android's significant gain in the marketshare was due to the company's marketing strategy. Android-based products were priced lower; hence a wider market of consumers can afford them. In fact, a big contributing factor to Androids significant gain is the so-called white box vendors.
"White box tablet shipments continue to constitute a fairly large percentage of the Android devices shipped into the market. These low cost Android-based products make tablets available to a wider market of consumers, which is good. However, many use cheap parts and non Google-approved versions of Android that can result in an unsatisfactory customer experience, limited usage, and very little engagement with the ecosystem. Android's growth in tablets has been stunning to watch, but shipments alone won't guarantee long-term success. For that you need a sustainable hardware business model, a healthy ecosystem for developers, and happy end users," Mr Mainelli explained.
Samsung landed at number two with shipments of about 9.7 million units. Samsung was wise to bundle their tablet with popular Samsung products like its smartphones and televisions, hence, grabbing 20.4 per cent of the worldwide market.
ASUS, with its Google Nexus 7, is at number three shipped about 3.5 million total units - 7.4 per cent of the market share.
PC powerhouse Lenovo is at number four with 2.3 million units shipped - 4.8 per cent of the marketshare.
Acer at number five shipped 1.2 million units - 2.5 per cent of the marketshare.
"Others" is comprised of combination of tablet vendors such as Amazon, Microsoft, HP and Dell.
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