But companies like Samsung and Amazon continue growing sales, and market researchers ABI claim the momentum is changing.
"The tide is definitely turning toward Android-based tablets, though Apple will not slouch as it feels the competition approaching," Jeff Orr, mobile devices senior practice director at ABI, said. "The iPad mini was a timely introduction in 2012, though ABI Research remains cautious about the bottom line impact this is having for Apple. The first quarter of 2013 should be the first time when production was able to meet market demand and a better sense of how much 9.7-inch iPad volume has switched to the smaller, lower-cost mini will be understood."
Samsung is - of course - the contender. The company has enjoyed huge success of its Galaxy smartphone lineup and that popularity is expected to show in tablets this year.
"A well-executed Samsung tablet strategy could double the company's market share this year," Orr said.
This year, nearly 150 million tablets are expected to ship worldwide. That makes it a $64 billion industry with a huge 28% growth since last year.