with a 69% market share. Besides Apple's increase in market share, gains in the quarter came from Samsung and ASUS. The former owns 8.1% of the global tablet market while the latter has a 4% slice of the pie. That share should rise in coming quarters with the success of the ASUS built Google Nexus 7. RIM, whose BlackBerry PlayBook has a 1% market share, had the largest drop in the quarter. Thanks to the Amazon Kindle Fire, the online retailer is third among tablet manufacturers, ahead of ASUS but trailing Samsung.
Apple's average selling price for the iPad is declining. The company blames the price drop on 1 million Apple iPad 2 units it shipped to U.S. education customers in the second quarter. According to ABI, the price of the Apple iPad has declined 4% sequentially and 19% year-over-year during Q2. Still, Apple did ship 17 million tablets in the second quarter which amazingly came close to the 17.3 million tablets sold by all vendors during 2010.
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“Most impressive about Apple’s 17.0 million tablet shipments in 2Q’2012 was it nearly matched 2010 total worldwide shipments of 17.3 million for all vendors,” says Jeff Orr, senior practice director for mobile devices. Company representatives noted that nearly 1 million of its iPad 2 devices were shipped to US education customers during the period, which contributed to the company’s growth but also its continuing average selling price (ASP) decline. ABI Research estimates a 4% drop in ASP for the company QoQ and nearly 19% YoY.
Despite shipment restrictions imposed on Samsung, the Korean manufacturer maintained its second-place share for 2Q’2012, followed by Amazon and ASUS. New vendors and products are entering the fray during the second half of the year, including tablets from Google and Microsoft. ABI Research expects the new products to impact share – both positively from Google Nexus 7 and negatively from Microsoft’s Surface tablets – of Google’s Android OS used on most tablet models. “The tablet market is on track for 102 to 110 million shipments worldwide for full-year 2012,” adds Orr.
Generally thought of as mobile computing devices, the majority of tablet shipments only contain Wi-Fi support, which restricts device use to homes, facilities, and public hotspots. In 2Q’2012, less than 27% of new shipments included a mobile broadband (3G/4G) modem module, down 12% YoY. A more competitive marketplace and consumers looking to keep personal expenses down have contributed to this trend.