Apple retakes 70% of the tablet market

iPad success drives Apple's tablet share up to a level last reached over a year ago

David Bayon
14 Aug 2012

The continued success of the iPad has pushed Apple back up to a 70% share of the global tablet market, a level it last reached over a year ago.

Apple shipped 17 million iPads in the second quarter of 2012, up from 11.8 million in the previous quarter - a 44.1% increase, and enough to make up 69.6% of all tablet sales according to figures from analytics provider IHS iSuppli.

Samsung sits in second place with 2.25 million tablets shipped for a share of 9.2%, while Amazon shipped just more than million tablets for a 4.2% share. Both companies' global shares fell quarter on quarter.

Global media tablet shipments (in 1,000s)

Apple's rise can be likely be attributed both to the success of the new iPad, launched in March, and the accompanying iPad 2 price drop. It's rumoured to be adding to the line-up with a 7in iPad later this year.

Samsung launched the Galaxy Tab 2 in May, which led to a small increase in shipments, but the biggest threats to Apple aren't yet included in these figures. Google and Asus launched the Nexus 7 last month to strong reviews, and Microsoft's Surface tablet is due in October with the release of Windows 8.

Smartphone share

A separate report published today revealed that global mobile phone shipments in the second quarter of 2012 were down 2.3% from the same period in 2011, amid speculation over the launch of the iPhone 5.

A total of 419 million phones were sold, according to analysts Gartner, 36.7% of which were smartphones. Samsung held the top spot with a 21.6% market share, while Nokia slid to 19.9% from 22.8% and Apple climbed to 6.9% from 4.6%.

Worldwide mobile phone sales by vendor (in 1,000s)

Apple's dominance of the tablet market is not mirrored in the world of smartphones, where the myriad Android devices held a massive 64.1% share of shipments, up from 43.4% in the same quarter last year. By contrast, iOS remained steady at 18.1% of all shipments, from 18.2% last year.

It's not hard to see where Android has stolen its share from: Symbian and RIM handsets are now both below 6% of the market, from 22.1% and 11.7% respectively last year.

Worldwide mobile phone sales by OS (in 1,000s)

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