Apple loses tablet market share to Amazon and Microsoft after Christmas

Apple loses tablet market share to Amazon and Microsoft after Christmas
Online ad network Chitika compiled some data based on ad impressions on its network from December 20th through the 29th in the U.S. and Canada. According to Chitika, the data covers "tens of millions" of smartphones and tablets and shows that the Apple iPhone was the only smartphone that recovered from the holiday season. Since Christmas ended, Apple tacked on 1.8% to its smartphone market share, and now controls 54.3% of the North American smartphone market.

Samsung has the next highest market share in North America with 23.7% of the market, but that is down .8% since the holiday came to an end. Of the seven manufacturers in the survey, Samsung's post-holiday drop in market share in the biggest. In fact, after Apple, the only other company to be unscathed after Christmas is Google, which has seen no change since Christmas 2013 came to a close.


Things are much different in the tablet market, where Apple has suffered the largest drop in market share since the holiday period concluded. Apple still owns a whopping 76.1% of the tablet market in North America, even after the post-holiday 1.3% decline. So, who took the business away from the iPad after the Christmas lights were turned off? The Amazon Kindle Fire line gained .6% in market share, and Microsoft Surface slates tacked on .5%. The latter now owns 2.3% of the tablet market while the former controls 9.4% of the market.


Chitika says that the stats indicate a level of maturity has been reached in the smartphone market, and also show that the tablet market still remains in growth mode for now.


source: Chitika via PCMag

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54 Comments

55. COZMAN

Posts: 99; Member since: Nov 28, 2013

Apples days are numbered meaning market share is gone. I called the stock over inflated last year and said it was worth about 250.00 per. It is going there. The party is over. Try a Chromebook with back lit keyboard. Compare it to a Mac Air. I like the Chromebook and it's way cheaper. Tablets, Phones? They are not even a serious contender anymore thanks to Cook. The reverse of Steve Jobs.

53. Darkhell

Posts: 33; Member since: Nov 03, 2013

What does market share mean? Just number of devices sold or currently active? Or ever sold?

52. willard12 unregistered

I'm not sure if this article is intentionally or accidentally misleading. The numbers have nothing to do with share of the market. It represents the percentage of web traffic from certain devices within the North American MARKET.

49. tasior

Posts: 265; Member since: Nov 04, 2012

LOL, 54% of America has exactly the same looking phone? It must be funny picture, when someone looses his phone on a party, and a founder shouts: Who has lost an iPhone?

50. tedkord

Posts: 17544; Member since: Jun 17, 2009

It's more like 45%. This isn't about market share, its about web traffic through a small subset of websites.

46. darkkjedii

Posts: 31817; Member since: Feb 05, 2011

They'll all sale millions of tablets, and life goes on. There's simply too many great tablets on the market for Apple to keep the lead it's had.

38. Topcat488

Posts: 1426; Member since: Sep 29, 2012

The numbers don't add up to 100% rather 99,9% on the first chart... But that's OK, because it doesn't add up to 100% on the second chart either, but rather 100,1%. Something fishy going on or what?

37. Gemmol

Posts: 793; Member since: Nov 09, 2011

In my opinion those 3 tablets and Lumia 2520 are the only ones that are worth considering every other tablet is not needed once you have a Droid phone so I am just glad people gaining sense

30. bubbadoes

Posts: 1225; Member since: May 03, 2012

Not surprised at all especially when the cost of a mini is 399. Not to mention the overpriced ipad airs

28. Scott93274

Posts: 6044; Member since: Aug 06, 2013

So the data compiled in this article is for US and Canada territories only? Yeah Apple may have a 76.1% of the tablet market in the NA territory, but how about on a global scale? Their phone market share in the US is 54.3% but it's less than half of that in the global market. And the time frame this article covers is less than 2 weeks, I'm curious how much each company will fare over the course of the next year as Apple continues on its downward trend.

47. roscuthiii

Posts: 2383; Member since: Jul 18, 2010

You'd have to have Michael H. or maye Chris P. write an article for a broader perspective. This... this is unfortunately an Alan F. article and though his articles can be quite amusing, they often are heavily laden with cherry-picked data.

17. JerryTime

Posts: 468; Member since: Nov 09, 2013

Paid $275 for my G Pad around Christmas, and I think it's one of the best investments I have made on any Tablet I have ever owned. I still can't justify paying $300-$500 more for a Surface Pro Tablet or another iPad. I sold my iPad a while ago, and haven't looked back since.

27. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

Why need a surface pro? I have an asus 10.1 in, with windows 8.1 full version. Got it for 300. Sorry the GPad would do nothing for me as i use my tablet for far more things than i have been able to do on droids in the past. Also when you buy a surface pro, the device in specs and things it can do makes the GPAD look like a toy. It is not for tablet users its for Full Blown pc users than dont want a laptop and want protabilty. I know several surface pro users that it replaced their laptops and desktops, using the hdmi port and usb port to turn it into a full desktop.

32. JerryTime

Posts: 468; Member since: Nov 09, 2013

Hey the Surface Pro is by far the best Tablet out there IMO, but I have a nice laptop and a Tablet(G Pad)for my leisure. So I can't justify spending that much money on something that I will benefit me personally. As for Asus I don't like their brand, and I find their products ugly and cheap feeling/looking. Not saying they are or to bang on your personal Tablet, I am just saying what fits me best.

36. JerryTime

Posts: 468; Member since: Nov 09, 2013

Surface Pro 2* sorry left the 2 out.

43. Ant34

Posts: 193; Member since: Aug 10, 2013

"Sorry the GPad would do nothing for me as i use my tablet for far more things than i have been able to do on droids in the past." Like what?

10. Pyoung0560

Posts: 26; Member since: Oct 23, 2011

Apple may lead in North America (US) but Android controls Globally (around the world)

14. CreeDiddy

Posts: 2292; Member since: Nov 04, 2011

You're right Android. Name one "Android manufacturer" that is posting better numbers than Apple?

16. JerryTime

Posts: 468; Member since: Nov 09, 2013

That's easy, Samsung has on SEVERAL occasions and releases.

18. Ninetysix

Posts: 2967; Member since: Oct 08, 2012

In the US? When?

22. JerryTime

Posts: 468; Member since: Nov 09, 2013

Globally you know those other 100's of countries that exist on the planet?... You know what I meant. And here is your links for Samsung outselling iPhone on major U.S. carriers. Have a Nice Day. http://www.informationweek.com/mobile/mobile-devices/samsung-galaxy-s4-outsells-iphone-5/d/d-id/1110264? http://www.gsmarena.com/galaxy_s4_outsells_iphone_5_for_the_first_time_in_us-news-6169.php

26. elitewolverine

Posts: 5192; Member since: Oct 28, 2013

@Jerry, this is not about phone sales, but Tablets....nice try. Next?

31. JerryTime

Posts: 468; Member since: Nov 09, 2013

He didn't specify that in his original statement, and that's what I responded to. Samsung has posted better numbers than apple and will do so again when the S5 comes out here in a few months. "Next?"

19. Extradite

Posts: 316; Member since: Dec 30, 2013

Apple sells cause of it's logo. Everyone once to showoff and look cool having an Apple product. Apples products are ridiculously overpriced. That"s why they dominate 70%, You can buy a iNtel i3 or an i5 Laptop for the same price. And charging you $100 extra for extra 16GB Memory. That is pure "ripoff" and providing medicore specs and less feautres. Apple is just "pure hype" even Surface Pro, RT are much better. But it does not sell well, cause: we won't look cool, flashy, and the latest trend in it"

23. JerryTime

Posts: 468; Member since: Nov 09, 2013

Amen sir.

39. wilsong17 unregistered

i like the way you think that how i feel

40. Augustine

Posts: 1043; Member since: Sep 28, 2013

I realized why the iPhone is such a small device. Its owners prize it like Golam did the Ring: "my precious!" Therefore they sport huge bump cases that add an inch to each dimension.

42. boosook

Posts: 1442; Member since: Nov 19, 2012

http://www.phonearena.com/news/Sony-Xperia-Z1f-outsells-iPhone-in-Japan-gets-compared-to-Apples-bread-and-butter_id50741 USA is certainly one of the most important countries in the world, but the world itself is much bigger. You can't take apple's supremacy in the US as an indicator of apple's supremacy in the world, nor you can think that the 160 million Americans that own an iPhone are such a significant number when compared to the number of users of other brands (mainly Android users) in the world.

4. sprockkets

Posts: 1612; Member since: Jan 16, 2012

Wow, a .x % change in market share. That is like, a rounding error. Isn't this the same company who skewked apple's ios version share as well?

6. Antimio

Posts: 313; Member since: Nov 11, 2013

It means something when you are ruling 76.1% of the market share. But still, I get your point +1

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