After years in which the innovation was nowhere to be found, Apple is no longer the invincible company it used to be and it is now starting to lose its market share to the Android-powered products. After the iPhone was outmatched by the Androiders, now it’s iPad’s turn to get beaten by the tablets running Google’s mobile operating system.
With tablets like Nexus 7 and Kindle Fire on its side, the Android tablets ate a big chunk of iPad’s market share, courtesy of their low prices and great performance and taking advantage from an iOS that has became obsolete and that have been updated chaotically with no really innovative features introduced in the last couple of years.
A study conducted by Strategy Analytics shows that while the iOS-powered tablets market share has collapsed in the Q2 2012 – Q2 2013 time frame from 47.2% to only 28%, the Android tablets are now representing 67% of the total of tablets shipped world wide. In numbers, Apple has shipped 14.6 million tablets in Q2 2013, while the companies that manufacture tablets running Android have shipped together 34.6 million unit.
The same study reveals that the tablet market has grown in 2013 with 43%, a lot less than the growth of 116% registered a year before. On the one hand, to blame is the declining of the purchasing power caused by the global economic slowdown. On the other hand the market has now matured, being saturated with too many tablet models that can’t be sold at the same pace as last year. Therefore, at the end of Q2 2013 there have been 51.7 million tablets shipped, compared to 36.1 million units in Q2 2012.
While the success of the Android tablets is mostly related to the large number of hardware manufacturers, which had a stady evolution over the past year, the decline of the Apple tablets is related to the slow pace of product launches. As you probably know, the Cupertino-based company is launching a new iPad model every year.
Arriving a little to late on the market, the iPad Mini wasn’t capable to compensate for the droping sales of its bigger brother, the iPad with Retina display.