Apple, Huawei, and Microsoft continue to defy tablet market trends

Apple, Huawei, and Microsoft continue to defy tablet market trends
Global tablet shipments have been on a steep downward trajectory for over three years now, and the 40.9 million units totaled between April and June represented yet another decline of 6 percent compared to the same period of 2017. 

But even during the market’s 14th consecutive losing quarter, there were bright spots and encouraging signs from a number of tier 1 vendors. Two of the world’s top five companies managed to boost their shipment and share scores, although the undisputed champion of tablet sales (and profits) reported just a marginal 1 percent year-on-year growth.

Still, Apple has every reason to be proud of its iPad portfolio’s steady ASP (average selling price), even after a relatively affordable new 9.7-inch model was released, generating “strong sales”, according to Strategy Analytics research.

In third place, Huawei was somehow able to be the only “branded” Android vendor to show growth this past quarter. And we’re talking pretty impressive growth too, of around 17 percent year-on-year in shipment figures, from 3.2 to 3.7 million units, enough for a 9.1 percent slice of the pie, compared to a 7.3 percent share during Q2 2017.


The quarter’s third and final standout is actually still not ranked among the top five vendors, nonetheless exceeding a solid combined 1 million unit shipments between the Surface Pro and Surface Book 2. After its second straight double-digit growth, Microsoft can shoot for the stars now that the lower-cost Surface Go is coming into play.

In fact, Windows detachables on the whole are expected to benefit from a rapid expansion into new price tiers, although Google is also pursuing a similar strategy with Chrome OS-powered 2-in-1s. Meanwhile, Samsung and Amazon are losing steam, and overall Android shipments continue their free fall.

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12 Comments

1. midan

Posts: 3100; Member since: Oct 09, 2017

Samsung never couldn't reach 10 million in one q milestone.

2. midan

Posts: 3100; Member since: Oct 09, 2017

"Almost half of iPad purchases in the quarter were by customers new to iPad" Apple found lot of new iPad users, quite surprising actually

11. deleon629

Posts: 474; Member since: Oct 04, 2014

This is not at all a surprise, IMHO. I'd be willing to bet my money on the chance that most of those new customers were initially Microsoft Surface owners, who were appauled by either the horrible userabilty or customer service related to Surface devices.

3. jellmoo

Posts: 2655; Member since: Oct 31, 2011

I was just shopping for productivity device in this category and ended up buying a convertible Chromebook (Samsung Chromebook Plus). In terms of price and functionality for what I need, it just can't be beat. I had seriously looked at the Surface Go, but the fact that the keyboard and pen are separate purchases really ramps up the price fast.

5. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

You can get a Surface Pro 4 with pen and keyboard on eBay for less than $500

10. jellmoo

Posts: 2655; Member since: Oct 31, 2011

The lowest price I can find is $500 USD without the keyboard. Unless you mean pre-owned? Regardless, it's even trickier for me as I'm Canadian. I simply cannot find a Surface deal that matches the value of a Chromebook.

4. strategic_developer

Posts: 1627; Member since: Jul 17, 2018

ARM tablets are all a complete waste of time an money. They are perfect for watching a movie and playing kiddie games, email and web browsing tasks. But are just smartphones with bigger screens and it's kinda redundant. The latest $300 iPad shows Apple has really been overcharging for the tablet since day one. It could have always been $300, considering it is a featureless tablet overall. The Surface Pro, not the Go is really the best option. You can still do basic tablet task like any ARM based device, but you get the benefit of having a full fledged PC in the same device that is light and powerful enough for many PC tasks including using Photoshop if you get the i5/i7 models. Chrome OS is garbage and Samsung had a chance to really evolve their tablets if they had just keep the 10/12" Note models and just drop the Tab and Tab S which are both redundant and boring.

6. japkoslav

Posts: 1541; Member since: Feb 19, 2017

Well M$ Surface has its power unmatched in software side, but hardware side and price is not that great.

7. midan

Posts: 3100; Member since: Oct 09, 2017

Are you techsceptic? Your comment is same nonsense. Even Adobe understand the huge potential of iPad and people's changing habits by bringing full touch based photoshop for iPad, and pay attention, touch based, seriously no-one want to use full pc photoshop with tablet which is designed for mouse and keyboard.

8. japkoslav

Posts: 1541; Member since: Feb 19, 2017

There are Wacom and other graphic Windows based tablets ... probably every professional artist has one. But certainly nobody can deny, than using ARM based tablets (expecialy iPad Pro) for first sketch is really common these days. Designed for mouse and keyboard ... that was funny, dumb yet really funny.

9. NateDiaz

Posts: 1092; Member since: Mar 03, 2018

Okay TechSceptic.

12. kiko007

Posts: 7520; Member since: Feb 17, 2016

He’s just so obvious too. Like damn, at least switch up the rhetoric enough to blend in with the other Android trolls.

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