Apple's Market Share Approaches 40% in Tablet PC Market in Q3

Strategy Analytics Analysis
Apple Market Share 38%... Up 8%p YoY

Apple tablet PC iPad

[Asia Economy Reporter Cha Min-young] Apple recorded a market share approaching 40% in the tablet PC market in the third quarter. Amid sustained high global demand for tablet PCs due to non-face-to-face education, it is observed that Apple achieved strong performance particularly in China and other regions.

According to market research firm Strategy Analytics (SA) on the 31st, global tablet PC shipments totaled 45.4 million units, a 10% decrease compared to the same period last year. Despite continued high demand, overall shipments declined due to difficulties in component supply caused by COVID-19.

Apple, maintaining its global No. 1 position with the 'iPad,' shipped 17.3 million units in the quarter, marking a 15% increase from the previous year. Its market share (MS) also rose by 8 percentage points to 38% compared to the previous year.

Samsung Electronics, ranked second, shipped 7.5 million units, a 23% decrease from the previous year. Its market share also fell by 2.1 percentage points to 17%.

Lenovo, in third place, recorded 4.3 million units shipped, a 5% increase, capturing a 9% market share. Amazon, ranked fourth, shipped 3.7 million units, a 26% decline, with a market share of 8%.

Chinese company Huawei, hit by U.S. sanctions, shipped 1.8 million units, a 64% decrease from the previous year. Its market share dropped from 10% to 4%, a decline of 6.0 percentage points.

Eric Smith, Head of Connected Computing, analyzed, "Apple achieved high growth by outperforming other suppliers with tablet products that enable high-efficiency production. Lenovo, Dell, and HP, which supply Windows detachable-type products, also showed solid growth during the third quarter when Microsoft used older Surface devices."

Analyst Chirak Upardyai noted, "The Chinese tablet PC market was hot in the third quarter, and overall performance reflected access and brand recognition within the Chinese market. Apple, Lenovo, Xiaomi, and Honor showed high growth rates compared to the previous year, while Samsung, Amazon, and Microsoft experienced double-digit negative growth."

He added, "The pandemic has affected different regions at different times. Accordingly, despite supply constraints, demand is expected to remain higher than before the pandemic."