Just a couple of years ago, analysts predicted oblivion for the tablet market. However, the coronavirus pandemic, which led to a massive transition to remote work and study, literally breathed life into this segment. Now the demand for tablets is breaking records, confirmed by a new report from the analytical company Counterpoint Research.
According to analysts, at the end of 2020, global tablet shipments increased by 19% compared to 2019, and the five-year maximum sales fell in the fourth quarter of last year. As for 2021, in the first quarter, the demand for tablets on an annualized basis increased by one and a half times – by 53% compared to the first quarter of 2020.
Apple remains the undisputed market leader. Its share increased by 7 percentage points over the year – from 30% to 37%. Samsung follows it. The South Korean giant has also strengthened its position, increasing its market share from 16% to 20%. The three leaders are closed by the Chinese company Lenovo, which now owns 9% of the world market against 5% a year earlier. But Huawei, as a result of the negative impact of US sanctions, dropped out of the top three. Its share has decreased from 11% to 5% over the year, which is clearly not the limit.
Separately, analysts talked about iPad sales. According to their calculations, in the first quarter of 2021, basic iPad models accounted for 56% of the total shipments of Apple tablets. The share of iPad Air and iPad Pro was 19% and 18%, respectively. The best-selling model was the eighth-generation iPad. The second place went to the fourth-generation iPad Air, released in October 2020. Moving the iPad Pro models to the M1 processor has also spurred shipments, but Apple is now struggling with chip shortages and manufacturing issues for the Liquid Retina XDR display panel. But already in the third quarter, the situation should stabilize, and iPad Pro sales will go uphill.