Tablet sales are expected to increase by 28% in 2103, reaching $64 billion, with growing interest in Android boosting the market. According to the latest findings from ABI Research's Media Tablets and E-readers survey, it is expected that 150 million tablets will be shipped globally.
When looking at tablet market share, Apple has been the top seller worldwide since the launch of its iPad in 2010, but the ABI research suggests the landscape is changing. Mobile devices senior practice director at ABI, Jeff Orr, says while the tide is definitely turning towards Android tablets, Apple will not go down without a fight.
"The iPad Mini was a timely introduction in 2012, though ABI Research remains cautious about the bottom line impact this is having for Apple. The first quarter of 2013 should be the first time where production was able to meet market demand and a better sense of how much 9.7-inch iPad volume has switched to the smaller, lower-cost mini will be understood," says Orr.
Title fight
According to the International Data Corporation (IDC), Apple is already starting to head towards a downhill slope, after its market share declined for a second time during last year's fourth quarter, from 46.4% to 43.6%. Meanwhile, Samsung experienced a 263% year-on-year growth, shipping almost eight million combined Android and Windows 8 tablets, to secure a 15.1% market share.
When looking at the download of apps, Apple still has the stronghold. According to Canalys' App Interrogator research, released last week, Apple's App Store accounted for the largest proportion of revenue between the four app stores with 74%. Meanwhile, the Google Play store saw the greatest number of downloads, accounting for about 51% of the stores' collective total, with Apple falling just behind.
Commenting on the battle for app download supremacy between Apple and Android, Adam Daum, chief analyst at Canalys, says it comes with its own challenges for app publishers, carriers, investors and device vendors. "So there is intense interest in the possible emergence of a third ecosystem."
New frontrunner
The IDC predicts Android will increase its market share to 48.8%, in 2013, compared to 41.5% the previous year. Apple's iOS is expected to decrease from 51% to 46%.
Orr suggests Samsung is the most likely pursuer to break the Apple stronghold on the tablet market, believing its success with smartphones and the Galaxy Note 2 will be carried over to its tablets in 2013.
"A well-executed Samsung tablet strategy could double the company's market share this year. Unfortunately, there are few 'fast followers' capable of emulating the ownership of technology that Samsung has, suggesting that more innovation is necessary within the Android OS that pulls tablet OEMs closer to Apple," notes Orr.
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