Quitting the game: low tablet sales cause major manufacturers to give up on the market
With the demand dropping steadily, manufacturers reduced their portfolios, increased refresh cycles, and, as seen in our current example, some even decided to quit the market altogether.
Asus, for example, is expected to ship less than 3 million tablets for the whole of 2016. As a result, the company has shifted its focus to more niche applications, and has moved manpower away from tablet manufacturing to VR, AR, and smartphone R&D. Acer, known mostly for budget devices, has also decided to limit its production, while MSI, a brand well-known for high-quality laptops, has given up on dabbling in the tablet scene entirely.
On the flip side, 2-in-1 laptop-tablet hybrids are still enjoying a slow but steady growth. No doubt, Microsoft's re-designed Windows 10, which was developed to look and feel the same on desktop and mobile alike, helps in driving consumer interest. And, of course, Apple's iPads are still going comparatively strong, despite many questioning the decision of Cupertinians to launch the gargantuan iPad Pro and its somewhat expensive, separately-sold Apple Pencil and Smart Keyboard accessories.