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Apple iPad starting to lose market share in Q2 2012

Posted: , by Victor H.

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Apple iPad starting to lose market share in Q2 2012
The Apple iPad basically founded the modern tablet market when it launched back in 2012, and now three years later it’s still the dominant product with no rival to directly compete with it. But this has finally started to change slowly in the second quarter of 2012, according to a new survey by Frank N. Magid Associates, a research-consulting firm from New York.

The survey asked 4,734 phone users about whether and what tablet they use. Interestingly, it turned out that 50% of the people with a tablet have the iPad. Sounds good? Not if you compare it with previous estimates showing that figure at the sky-high 72%.

It seems that the main reason why the landscape in the tablet industry is changing is the new affordable tablet niche. The Amazon Kindle Fire was the one that managed to be most successful on Android, capturing a 22% piece of the pie.

But with the Google Nexus 7 just launched, heaps of new and affordable Android tablets on sale and the Microsoft Surface Windows 8-based slate upcoming, the iPad might start to lose market share quicker than you think. It is not very likely that iPad sales will suffer - more likely, it’d be just the market growing and more people getting a tablet.

"We expect to see the iPad as the leader, but with the Surface, Kindle Fire, and Nexus as three solid competitors with significant market share," Magid executive director Tom Godfrey said.

Interestingly, tablet usage among people surveyed surged from nothing to 34% in the two years since the launch of the iPad.

"What is interesting now is that many people, including a lot of publishers, think the tablet market is just the iPad," said Godfrey, "but these figures show people need to consider other platforms as well."

source: LA Times

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posted on 02 Aug 2012, 08:01 21

1. Droid_X_Doug (Posts: 5993; Member since: 22 Dec 2010)

The march of the Android tablets continues. Resistance is futile. Prepare to be assimilated.

posted on 02 Aug 2012, 08:16 4

5. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

Analysts diasagree with you:http://blogs.barrons.com/techtraderdaily/2012/05/03/ipad-market-share-surges-to-68-kindle-android-tablets-falter/.

posted on 02 Aug 2012, 09:01 10

20. TylerGrunter (Posts: 1522; Member since: 16 Feb 2012)

Do you even read the articles you post?
The one you are posting refers to Q1 2012 when the new iPad was launch and thefore took an all times high in market share.
From that point on the tendency is always that it loses market share the rest of the year.
This article refers to Q2 2012!!

posted on 02 Aug 2012, 09:29 10

26. PhoneArenaUser (Posts: 5498; Member since: 05 Aug 2011)

TheLibertine, stop making fool of yourself. ;)

posted on 02 Aug 2012, 11:22 2

34. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

U mad?
To TylerGrunter: and you know the difference? In the link was a reliable research result, official number also were mentioned by Tim Cook in Q2 conference. An they are both by far higher than 50%, around 68%. Who will i trust now...?

posted on 02 Aug 2012, 22:58

45. 305Bucko (Posts: 506; Member since: 07 Aug 2011)

I think I have to agree with TheLibertine on this one. At some point you gotta really think about it and not go with fanboy opinions.

There was a spike in iPad sales (obviously due to the new iPad) in Q1 and in Q2 they may have lost a little traction as the hype died down. NONE THE LESS Apple's market share is very well secured for the next few years.

I do think however, with the Nexus 7, that Q3 may actually affect their market share just a bit, but the iPad mini will take care of that in Q4.

DISCLAIMER: I do not favor apple, hence my linux avatar, but lets not be in denial, apple has done well with the iPad whether you prefer android or not.

posted on 02 Aug 2012, 08:21 7

11. MeoCao (unregistered)

Andoid tablet domination is only a matter of time. JB is a wonderful OS for tablet and the new SDK and Google efforts will improve the quality of apps.

Then Android's advantage in diversity and affortability will tell.

posted on 02 Aug 2012, 08:02 5

2. Fallout09 (Posts: 421; Member since: 17 Oct 2011)

It starts with a trickle......

posted on 02 Aug 2012, 08:05 3

3. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

Now fandroids, who were crying about inaccurate statistics a week earlier (seven times as much people interested in iPhone 5 than the Galaxy S3) will call this survey accurate and important... Meh.

As official statistics show, the Apple tablet market share is actually around 65%, so dont get excited. An there is also Windows 8 coming - which Asus said it will switch to from Android.

(One of the most accurate statistics in Google search. Apple's statement confirms this.)

posted on 02 Aug 2012, 09:06 3

21. TylerGrunter (Posts: 1522; Member since: 16 Feb 2012)

And yet another link relative to THE FIRST QUARTER OF THE YEAR.
Don't you get tired of posting biased-irrelevant links?
Why don't you post one referring to the times when iPad had 95% of the market? (sarcasm intended)
This new talks about the SECOND QUARTER

posted on 02 Aug 2012, 09:35 2

27. PhoneArenaUser (Posts: 5498; Member since: 05 Aug 2011)

I think that TheLibertine now will abandon this article as nothing happened...

posted on 02 Aug 2012, 09:42 1

29. PhoneArenaUser (Posts: 5498; Member since: 05 Aug 2011)

In other article, I have wrote that satatistics says taht iOS apps tend to crash three times more than Android apps, TheLibertine has answered that there are statistics saying the opposite and when I asked him to show me those statistics, he abandoned article as nothing happened...

posted on 02 Aug 2012, 10:15 2

31. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

Can't give parallel answers to 284747 fandroids, Sorry.

Now i still can't, cause you actually were right. There are good explantations, trough.

posted on 02 Aug 2012, 14:02 1

40. PhoneArenaUser (Posts: 5498; Member since: 05 Aug 2011)

Cheap excuses...

posted on 02 Aug 2012, 09:23 4

24. Aeires (unregistered)

Best analysts have predicted the iPad to drop from the top spot in 2015. Time charts show this to be on pace for that to happen.

Surface tablet wasn't known when that prediction was made though, so might change even quicker.

posted on 02 Aug 2012, 23:07

46. 305Bucko (Posts: 506; Member since: 07 Aug 2011)

I agree with you Aeries. "In 2015" I beleive that to be pretty accurate btw.

I think the Surface will NOT be a Zune, it will do quite well. Maybe even better than Android.

But for now apple is has this market on lock.

and I fell bad for THELIBERTINE because, I have tried to reason with apple sheep in he past and its pointless, but Fandroids are just as bad.

Dont be a fanboy people. See things for what they are. I have not tried JellyBean yet, looks promising. However, until you own a JB iPad you really will never have an unbiased opinion.

posted on 02 Aug 2012, 10:33

32. nofear (Posts: 151; Member since: 22 Jun 2012)

Your statistic show is backward. 6 years technology eventually will tapper off.

posted on 02 Aug 2012, 08:15 1

4. Jeradiah3 (Posts: 1032; Member since: 11 Feb 2010)

he meant to say 2009 and i can see why they're losing market share. affordable android tablets are flooding the market and Apple havent lowered their prices since they introduced the original iPad

posted on 02 Aug 2012, 08:17 3

6. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

Kind of, yeah. An iPad mini would raise the 68% to about 85%.

posted on 02 Aug 2012, 12:19 1

37. Jeradiah3 (Posts: 1032; Member since: 11 Feb 2010)

I agree and it would finally make Apple worth buying IF they sell it low enough to rival the Nexus 7 and the Kindle Fire

posted on 02 Aug 2012, 23:13

47. 305Bucko (Posts: 506; Member since: 07 Aug 2011)

The iPad has been worth buying since the iPad2. Keep ONE thing in mind Jeradiah, Apple devices are like Toyotas, maybe a lil more expensive (really not by much) but they hold their value.

I hope Android gets to the quality level of apple so I can finally buy another. I wanted to buy a Transformer Prime so bad but lately all these android tablets have been like Dodge... really awsome at first but in a matter of months you cant sell it for $100

posted on 02 Aug 2012, 09:19 1

23. JunitoNH (Posts: 1782; Member since: 15 Feb 2012)

No proof reading, I guess.

posted on 02 Aug 2012, 08:17 2

7. CharlieAtInfinity (Posts: 253; Member since: 10 Apr 2012)

Windows 8 Tablets also coming soon :) Prepare yourself Apple...

posted on 02 Aug 2012, 08:23 2

12. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

Not Apple, but Android. Apple controls the market and Android is an affordable, open alternative. Now Microsoft will be that alternative and there will be no need for Android. Google's biggest enemy never was Apple.

posted on 02 Aug 2012, 08:57 2

19. Slammer (Posts: 1515; Member since: 03 Jun 2010)

I'm a little worried about your Microsoft theory. Microsoft has vowed to be more closed in their approach. Closed works for Apple but I don't think it will work for MS. Users of MS are comfortable with the freedom that has been at their dispense through their platform. I like MS, but I fear their new approach will stymie their growth. Android will only gain momentum.

As an Apple user for many, many years, my transition to MS made sense for the pure freedom of choice and also economical purposes. Android has elevated these factors. Apple has reached a plateau. The most shining moments of Apple past and present, was when Steve Jobs was involved. He is forever gone and Apple is going to slowly degrade and end up next to him if they keep up their shananigans. Proprietary environment, dictating what someone can do or can't do with their top dollar product, over priced products to meet revenue, and then add in the ridiculous litigation over shapes, is showing wear on consumers. Carriers are now in a better position to bargain with Apple in what they will tolerate for subsidies.

While Apple is on top, they are showing extreme vulnerability. Android is flying under the radar and is making its target in marketshare.

John B.

posted on 02 Aug 2012, 09:28 2

25. Fallout09 (Posts: 421; Member since: 17 Oct 2011)

I think MS Surface will fall in the iPad group with a higher price tag. I think Android will take a little hit but the iPad has more to worry about with a full feature tablet that runs PC apps in the same price range. I guess the larger app store argument is null and void for MS. Well, the iPad has better quality apps... Try again.

posted on 02 Aug 2012, 10:46

33. nofear (Posts: 151; Member since: 22 Jun 2012)

Because apps for Apple have been around for longest. I believed Android community was not that far behind. you know! Android is growing so fast. Larger selections of Android devices, as you know it than any other product, eg... Apple, MS. Of course, MS and Android are some what similar in its class. but Apple is definitely in left field. Simply As Slammer has made comments that Apple will fall into those scenarios.

posted on 02 Aug 2012, 15:46

41. true1984 (Posts: 823; Member since: 23 May 2012)

actually android does. but that due to android being cheaper, plus the fact that it made such great leaps in it software apple is still catching up. also a lot of ios users are switching to android as well

posted on 02 Aug 2012, 18:42 1

43. jroc74 (Posts: 6005; Member since: 30 Dec 2010)


When Android came out Win Mo was on the downward spiral. Google already took care of MS...so far. Do you know where Android and Win Mo were at in market share when Android came out? Google and Apple took care of MS, RIM, Palm. Apple had em on the ropes, Android put em on the canvas.

When you start at the bottom, every above you is your enemy.
The guy at the top will always be seen as the biggest enemy.

Just like with iOS, the Android ecosystem is out there among the many masses, many ppl have an Android phone. The only way for MS to knock Android out the way is for Surface tablets to be an amazing product, experience. And for Android to ....absolutely.....suck. Not talking about what the fanboys fight about.....but what the general public likes, dont like. As much as some of yall hate to admit...Android is a decent, good product. If it wasn't......Win Mo woulda never dropped to last place, RIM wouldnt be on the verge of licensing out BB OS. And Palm would still be around.

Android has to be doing something right, cuz Win mo, RIM and Palm all had many phones, cheaper prices, BOGO deals. On many carriers.

Apple isnt lowering the prices on their products for nothing. They arent coming with probably a smaller iPad for less money for nothing.

The lower costs is specifically to counter Google. How can you say Google biggest enemy wasnt Apple when Google is now Apples biggest enemy?

posted on 02 Aug 2012, 08:19 4

8. amiaq (Posts: 509; Member since: 30 Jun 2012)

Apple iOS is too simplified and boring for me. I am happy with my androids, iOS is for my little kiddies at home. They love iOS over Android.

posted on 02 Aug 2012, 09:41 2

28. andro. (Posts: 1998; Member since: 16 Sep 2011)

The thing I've noticed selling handsets is that if you show a person the wealth of options with android handsets like customisable homescreens,live wallpapers,widgets,custom clocks,folders,shortcuts etc followed by the app drawer and the options available even within that,Then show them an iphones setup and the reaction is usually "but that's only the square grid system like the android app drawer,what can i change with It?" the answer being pretty much nothing. Iphone is kept simple for people who can't handle it being much more than it is. Also the customisable options are kept to a minimum as like an article here said,apple doesn't listen to what options customers want,they just tell them here it is use it,this is what you should want.

posted on 02 Aug 2012, 10:09 2

30. darkkjedii (Posts: 21218; Member since: 05 Feb 2011)

And who cares?

posted on 02 Aug 2012, 21:10

44. roscuthiii (Posts: 2217; Member since: 18 Jul 2010)

You responded, so... You do?

posted on 02 Aug 2012, 08:21

9. -box- (Posts: 3991; Member since: 04 Jan 2012)

In fairness, this wasn't a large survey. Fewer than 5000. So while it is believable that apple is losing market share (especially with the Nexus7, Kindle Fire, Nook tablet, Asus Transformer and Acer's offerings) this isn't a super-accurate survey. I expect apple's share will diminish more with Windows8 and RT, unless a mini pad comes out

posted on 02 Aug 2012, 08:25 2

13. TheLibertine (Posts: 484; Member since: 15 Jan 2012)

It did not. It is still at 68 percent, that's official statistics and statements. So yeah, that survey was BS.

posted on 02 Aug 2012, 09:09 1

22. Slammer (Posts: 1515; Member since: 03 Jun 2010)

So, how many individuals do you feel are required for accuracy? 10,000, 100,000, 1,000,000? The difference will be very minimal.

There is a formula that equates answers to percentages. The percentages are then taken and applied to average of population thinking.

Now we can argue that many maybe waiting for the new iPhone5. But, I have also been hearing from the young generation that helped launch the Apple movement, that they are getting board with the whole Apple paradigm. This generation can easily swing the opposite direction and add fire to Android's market.

John B.

posted on 02 Aug 2012, 11:28

35. -box- (Posts: 3991; Member since: 04 Jan 2012)

I'm not questioning the accuracy of the percentages, just that, for me, a survey needs significant diversity and sufficient qualified participants to present an accurate portrayal of the results in question.

posted on 02 Aug 2012, 08:21 1

10. amiaq (Posts: 509; Member since: 30 Jun 2012)

iPad mini is already exist, iPad micro aka iPod. With iOS what is the different ipod and ipad mini apart form the size?? iOS still boringly featureless.

posted on 02 Aug 2012, 08:30

17. Berzerk000 (Posts: 4275; Member since: 26 Jun 2011)

There are markets for everything. iPod and iPad are in 2 different markets. iPod is an MP3/media device, and the iPad is a tablet. And within the tablet market, there are different preferences. Some people won't get the iPad because they like 7-inch tablets better, for some reason or another. So, the rumored iPad mini might give them more market share.

posted on 02 Aug 2012, 08:26 1

14. Berzerk000 (Posts: 4275; Member since: 26 Jun 2011)

I doubt Android tablets would take away more than about 3% of market share from the iPad. The Nexus 7 will be popular, because it's cheap but still delivers impressive hardware, but Windows 8 tablets are coming. Microsoft and Apple will fight over tablet share like they have with desktops, and Apple and Google will fight for smartphone share like they've been doing.

I love Android, but their tablets just aren't too popular, though the Nexus 7 will increase that popularity by some, it won't be enough to make a very noticable dent in the iPad's share like Windows 8 will.

posted on 02 Aug 2012, 08:28 3

15. kunyuk (Posts: 56; Member since: 29 Jun 2012)

Ios is for kids, Android for adult humans

posted on 02 Aug 2012, 08:39 6

18. remtothemax (Posts: 260; Member since: 02 May 2012)

that is a ridiculous generalization
it would be far more accurate to say that android is for power users or computer programers and all that
i hate to gender stereotype, but it is what i have observed, most adult women i know love the simplicity of ios
they don't really care about widgets or roms or any of that
my uncles (lawyers and businessmen)
also seem to be enjoyiing the simplicity of ios
i have friends on android as well, most of whom use it for about the same functionality as ios, except with widgets

android is a superb operating system, but if you are basing these innacurate dichotomies on the openness or extreme customization of android as a measure of "adultness" vs. "childishness"
it is untrue
it would spawn a whole host of ridiculous categorizations such as dslrs are for adults while anything else is for children
or the super accurate gps systems used by specialists are for adults while everything else is for children
shall we continue this game, or shall you all stop trolling this tired cliche?

if you have something of value to say, please say it
but unfounded claims of childishness or sophistication are meaningless
i'd hate to have to start digging up what philosophers and scientists have said about the virtues and desirablity of simplicity

posted on 02 Aug 2012, 08:29 6

16. wendygarett (unregistered)

wanna high end? Pick surface! Wanna cheap? Pick nexus7! NO MORE IPAD!

posted on 02 Aug 2012, 11:44 1

36. taco50 (banned) (Posts: 5506; Member since: 08 Oct 2009)

Android is competing on price in the tablet market just like they did with smartphones. They didn't gain any traction until their tablets dropped sub $200.

posted on 02 Aug 2012, 12:32 4

38. protozeloz (Posts: 5396; Member since: 16 Sep 2010)


posted on 02 Aug 2012, 12:39 3

39. Seannyc (Posts: 59; Member since: 21 Jul 2012)

Not a fan boy or anything but Ipad is in its own category, to me it makes ipad special.
All the other tablets are call tablets,but ipad is ipad. Andriods can have the most amazing spec ever,but truth is 90% of the ppl out there won't even understand what the hell does those specs mean.

posted on 02 Aug 2012, 16:58 1

42. ahomad (Posts: 175; Member since: 15 May 2012)

nexus 7... coming soon, expected next quarter

posted on 03 Aug 2012, 01:59

48. AeroPrime (Posts: 175; Member since: 21 Feb 2011)

Oh thank God...i never like the iPad

posted on 04 Aug 2012, 17:34

49. denied911 (banned) (Posts: 361; Member since: 31 May 2012)

"launched back in 2012, and now three years later "
2009 anyone?

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