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Apple iPad is losing market share to Surface slates among federal government buyers

Apple iPad is losing market share to Surface slates among federal government buyers
The Apple iPad has been losing market share ever since it practically created the tablet category back in 2010. That was to be expected since other manufacturers started invading the turf. And now that Microsoft has a worthy challenger with its Surface line, data from Govini shows that when it comes to the sales of tablets to the federal government, the iPad has been losing market share to its Windows powered rival.

In 2012, the Apple iPad had a 98% share of tablets purchased by the federal government. Last year, that number faded to 61% During the same time period, the share of federal government purchases of Surface/Windows powered tablets rose from practically 0% to last year's 25%. Android powered slates made up 11% of the total last year.

The ability of Surface users to integrate with Windows PCs is one major reason given by Giovini for the current strength in Surface/Windows tablet sales inside the government. Windows also provides more customization than iOS, according to the report. The research firm notes that while a device that is first-to-market like the iPad has the advantage of early market leadership in a category, staying on top requires that the device adapt to meet customer needs.

Ten government agencies accounted for 88% of tablet purchases last year. The Army spent the most on iPads last year ($22 million), Surface/Windows tablets ($2 million), and Android powered tablets ($2 million). For some reason, perhaps because of the shrinking budget it has been receiving, the low priced forked-Android powered Amazon tablets are the favorites of those doing the buying for NASA.


source: Govini via WMPoweruser

53 Comments
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posted on 16 Feb 2016, 17:40 21

1. AnTuTu (Posts: 1580; Member since: 14 Oct 2012)


Good going Microsoft. I was never in the favour of bigger iPads. Our CEO got one and he returned it when I showed him Surface Book haha

posted on 16 Feb 2016, 18:00 11

4. keithtae (Posts: 400; Member since: 25 Mar 2015)


Surface book is the boss! But I got the pro 4 instead.

posted on 16 Feb 2016, 19:08 1

14. bucky (Posts: 2491; Member since: 30 Sep 2009)


iPads can't replace full computers. Our CFO recently swapped out his fully loaded surface book back to a surface pro 4. He said it was buggy, didn't like the screen gap and it had a horrible screen wobble.

posted on 16 Feb 2016, 22:11 4

37. Nathan_ingx (Posts: 3661; Member since: 07 Mar 2012)


That's the whole point right?
You can't compare an application board with full sized computers.

posted on 16 Feb 2016, 17:54 9

2. S.R.K. (banned) (Posts: 678; Member since: 11 Feb 2016)


In other words, it’s a barrel of s**te with a rather nice touchy-feely interface. But somehow every other reviewer in the land is being paid stacks of cash or freebies or blow jobs or whatever to rave about this overpriced digital doorstop. Lucky for you then that someone at apple forgot to grease ol’ Chad’s palm or spit-shine his cock, so I’m gonna tell it to you like it really is.

The reason why the iPad sucks isn’t its lacklustre feature set. It’s because it takes away your ability to create. If you buy an iPad, you are buying into a fundamental power shift in the user / device paradigm.

You are no longer a creator. You are a consumer.

Apple founded its reputation on being the creative’s choice. Long before it became the machine to be seen posing with while sipping your non-fat latte and working on your god-awful rom-com screenplay lovingly based on your own life, Macs were machines for graphic designers and musicians and other creative types who wanted to get stuff done.

So happy it's declining, and MS Surface is taking over.

posted on 16 Feb 2016, 18:13 2

6. darkkjedii (Posts: 20630; Member since: 05 Feb 2011)


You need some p***y

posted on 16 Feb 2016, 19:20 11

19. NoToFanboys (Posts: 1329; Member since: 03 Oct 2015)


Though I absolutely hate his foul language, he does have a point.
The iPad Pro is 'meh' as a professional tool, it would've been better if they named it "iPad Air Plus" or something like that, just not "Pro".
Don't get me wrong, I love iPads, especially the minis

posted on 17 Feb 2016, 13:28

46. marorun (Posts: 3428; Member since: 30 Mar 2015)


Agreed its a big consumer device not a pro device at all.

I also like ipad i got the air 2 but i am tired of buying apps in double ( i use android phone and wont EVER get an iphone ) So i may switch my ipad air for a nexus 9 or one of those lovely sony tablet.

posted on 16 Feb 2016, 20:29 8

24. MrElectrifyer (Posts: 2614; Member since: 21 Oct 2014)


Curious why you always reply with buthurt comments when someone criticises apple?

If you disagree, then respond with something factual (backed by sources) counteracting the comment in defense of apple, that'll be helpful and informative for everyone, instead of just a butthurt response...that just makes you look like an impotent fanboy.

posted on 16 Feb 2016, 20:47

26. darkkjedii (Posts: 20630; Member since: 05 Feb 2011)


Man, shut your dumb ass up.

posted on 16 Feb 2016, 21:53 8

33. MrElectrifyer (Posts: 2614; Member since: 21 Oct 2014)


Someone's impotently raging. Got nothing to add to the conversation, just replying with butt-hurt comments...typical iSheep.

posted on 16 Feb 2016, 21:08 2

28. Crispin_Gatieza (Posts: 1629; Member since: 23 Jan 2014)


No, Dark was right. That boy needs some trim. Badly.

posted on 17 Feb 2016, 05:16

43. darkkjedii (Posts: 20630; Member since: 05 Feb 2011)


Right lol, he's too wound up.

posted on 16 Feb 2016, 18:21 1

9. S.R.K. (banned) (Posts: 678; Member since: 11 Feb 2016)


Sorry for bad language!

posted on 16 Feb 2016, 19:07 1

13. meanestgenius (Posts: 11003; Member since: 28 May 2014)


Lmfao @ the first paragraph of your comment! It's funny as hell, but you gotta be careful with the language or you may get limited.

posted on 16 Feb 2016, 17:59 2

3. Derekjeter (Posts: 831; Member since: 27 Oct 2011)


I've been really happy with my Surface 4. I don't use my iPad Air 2 other than to watch Netflix.

posted on 16 Feb 2016, 18:17

8. darkkjedii (Posts: 20630; Member since: 05 Feb 2011)


I use my Air 2 a lot actually. Great device, My next tablet is a 128 gig Pro with cellular. I won't be getting it until fall of next year though, gotta goal I'm working on, so no new tech this year.

Other than the Apple Watch I bought in January, and love, no new tech this year.

posted on 16 Feb 2016, 19:38

20. hado86 (Posts: 96; Member since: 15 Oct 2014)


Same here the only thing that my break my resolution is a killer Black Friday deal on the iPad pro 2 or if the surface pro 5 impresses and has no throttling

posted on 17 Feb 2016, 13:31

47. marorun (Posts: 3428; Member since: 30 Mar 2015)


I love my ipad air 2 as i said earlier but i am tired of having to purchase app on it when i already have them on my android phone.

So next tab for me wont be from apple.

I dont need the surface as i have a killer gamer laptop i just need a consumer device to check movie on it and play some light game at a good price and apple devices dont have good price sadly :(

posted on 16 Feb 2016, 18:10 13

5. monoke (Posts: 286; Member since: 14 Mar 2015)


Well duh. Gov. agencies don't need to be messing around with toys. They need computer/hybrids.

posted on 16 Feb 2016, 18:29 7

10. htcisthebest (Posts: 176; Member since: 15 Nov 2011)


Competition is always good. In fact, iPads are not good for business or productive works. They are used mostly for fun.

posted on 16 Feb 2016, 19:10 1

15. bucky (Posts: 2491; Member since: 30 Sep 2009)


No, they are definitely good tools. A properly designed app for the specific need makes it extremely powerful. Don't hate blindly.

posted on 16 Feb 2016, 21:11 2

29. Crispin_Gatieza (Posts: 1629; Member since: 23 Jan 2014)


No, they are not. A good tool can handle whatever is thrown at it, not just what its apps can handle.

posted on 17 Feb 2016, 02:12 3

41. RebelwithoutaClue (Posts: 2798; Member since: 05 Apr 2013)


Without apps/software, the surface pro can't handle what is thrown at it either. And doesn't it all depend on your business whether or not an iPad or Surface pro can be productive?

posted on 17 Feb 2016, 13:36

49. marorun (Posts: 3428; Member since: 30 Mar 2015)


Desktop grade software are much more advanced than any mobile one.

As most company work on computers not mobile device most work software are made for PC/Windows and the surface is a full desktop windows device not a device with a mobile OS using apps.

what you do on an ipad for work can be done on a surface but many thing you be able to do on a surface ( or many high end software only available on windows ) are not on ios.

So sorry but this is like comparing a consumer truck to a big load trucks.. both can transport concrete block but one will transport like 20 time more...

in this case Apple is the consumer truck vs surface the big load work truck.

posted on 16 Feb 2016, 22:06

35. jroc74 (Posts: 6004; Member since: 30 Dec 2010)


I agree.

I get what you are saying. I use this same argument when some years ago BB loyalists used to say Android wasnt for work.

It all depends on what type of work you do.

posted on 17 Feb 2016, 13:38

50. marorun (Posts: 3428; Member since: 30 Mar 2015)


jroc74 comparing two mobile OS is different than comparing one desktop grade OS with a load of real work software thats are much more complex than anything currently available on any mobile os vs a mobile OS thats start to have some basic app for work.

posted on 17 Feb 2016, 13:33

48. marorun (Posts: 3428; Member since: 30 Mar 2015)


on the surface pro you already have all the app you need and full fledged apps not mobile version.

There is no hate here just the truth ipad are a joke compared to surface for someone who need it as a working tool. I dont say its wont do part of the job but the surface will do it better every time!

posted on 16 Feb 2016, 19:01 1

11. cripton805 (Posts: 1440; Member since: 18 Mar 2012)


I'll never buy a mac, ipad, android tablet, or a regular MS laptop. Windows 10 Hybrids are the future and I can't wait until they polish their store. It works so darn well.

posted on 16 Feb 2016, 19:06

12. S.R.K. (banned) (Posts: 678; Member since: 11 Feb 2016)


I've got my eyes on the Sony hybrid, but way to expensive. Vaio Zseries.

posted on 16 Feb 2016, 19:12

16. bucky (Posts: 2491; Member since: 30 Sep 2009)


That looks like a brick with a horrible keyboard. The surface pro or a dell xps seems a lot better if you don't like the macbook pros.

posted on 16 Feb 2016, 19:16

17. meanestgenius (Posts: 11003; Member since: 28 May 2014)


Seems about right. The Surface is more in line for what federal government types need.

posted on 16 Feb 2016, 19:19 3

18. DRS1977 (Posts: 431; Member since: 27 May 2015)


The iPad is also losing to the Chromebook in the educational market. Who still buys iPads anyway? They look and feel so dated.

posted on 16 Feb 2016, 19:50 1

21. fyah_king (Posts: 375; Member since: 22 Jul 2013)


Just got myself surface pro 4 and pixel c.:)

posted on 16 Feb 2016, 20:54

27. greyarea (Posts: 176; Member since: 14 Aug 2015)


Thanks for filling us in...anything else fancy you want to mention?

posted on 17 Feb 2016, 13:39

51. marorun (Posts: 3428; Member since: 30 Mar 2015)


another buthurt fanboy?

posted on 16 Feb 2016, 19:52 2

22. jellmoo (Posts: 1552; Member since: 31 Oct 2011)


To be fair, one is a productivity device and the other a mass market content consumption device. The iPad was *kind of* the only game in town a few years back. Now that Microsoft has upped their Surface game, this kind of shift was likely to happen.

posted on 16 Feb 2016, 20:19

23. Settings (Posts: 1530; Member since: 02 Jul 2014)


Up next: iPads with OSX and it will be called innovative.

posted on 16 Feb 2016, 20:45

25. BradyCrack (Posts: 612; Member since: 29 Dec 2015)


Lol but it would be cool.

posted on 16 Feb 2016, 21:12

30. Crispin_Gatieza (Posts: 1629; Member since: 23 Jan 2014)


Not likely unless OS X gets touch support.

posted on 17 Feb 2016, 13:41

52. marorun (Posts: 3428; Member since: 30 Mar 2015)


yeah apple dont like to canibalize its other product so its may never happen.

But thats would make a real pro device the ipad pro with mac os on it :)

posted on 16 Feb 2016, 21:19

31. aryanfr1 (Posts: 120; Member since: 24 Jan 2013)


You can't run your business or data stuff with iPad or Apple devices. High end calculations and mass productivity is done on Windows and Linux rather than iPad. iPad can be a big entertaining device. It's masses who need more entertainment rather than productivity.

posted on 16 Feb 2016, 21:54

34. darkoman4 (Posts: 159; Member since: 30 May 2014)


Man, there are a million of different businesses. If some can't run with ios there are some that can. I own a business, and I could be running it with an iPad with no problem,.

posted on 16 Feb 2016, 22:08 1

36. Nathan_ingx (Posts: 3661; Member since: 07 Mar 2012)


You sell 'Apples'?

posted on 17 Feb 2016, 13:42

53. marorun (Posts: 3428; Member since: 30 Mar 2015)


Yes some business could run with an ipad sure.
Same business could also run with a microsoft surface.

but most other business could not run with ipad.

The point here is one device is limited for work other is not.

posted on 17 Feb 2016, 00:04

38. dancheung77 (Posts: 192; Member since: 28 Jan 2015)


I've seen more restaurants using iPad minis to take orders, replacing cashier monitors with iPad and also using the touch screen for credit card signature. I think they are booming with the small business

posted on 17 Feb 2016, 13:53

54. marorun (Posts: 3428; Member since: 30 Mar 2015)


With restaurant yes with others business not so much.

I agree for restaurant and bar i sold tons of ipad to those but everyone else ask for sim card only and get surface and such... i am so sad we dont sell them ( surface ) i would make so much money on business :)

posted on 17 Feb 2016, 18:27

55. dancheung77 (Posts: 192; Member since: 28 Jan 2015)


Yea I don't see what other business can use them for, seems like only retails are using them as POS

posted on 17 Feb 2016, 01:23 1

39. pureviewuser (Posts: 494; Member since: 11 Nov 2012)


Getting the surface pro4 awesome device however iPads and android ones are also good devices it's a a matter of your choice and needs.

posted on 17 Feb 2016, 01:24

40. pureviewuser (Posts: 494; Member since: 11 Nov 2012)


Typed from my ipad.

posted on 17 Feb 2016, 04:34

42. SIGPRO (Posts: 1409; Member since: 03 Oct 2012)


Who buys a ipad these days?

posted on 17 Feb 2016, 08:26

44. sma255 (Posts: 2; Member since: 17 Feb 2016)


The only thing i like about ipad is the long battery, i use it the whole day, and smothnes if windows tablet could offer that i switch

posted on 17 Feb 2016, 11:40

45. MrElectrifyer (Posts: 2614; Member since: 21 Oct 2014)


Atom 2/3-in-1s (read 2 or 3 in 1) like the Surface 3 offers that, but you sacrifice performance just like any ARM tablet. Or Intel Core 2/3-in-1s like the Surface Book offers both long battery and performance, but you'll be carrying more weight that a common tablet when in Tablet form:

https://db.tt/YmZF0cvd

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