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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