Samsung, Apple losing ground to tablet upstarts in a smaller market

We’re buying fewer tablets, and fewer of those we are buying are from Samsung or Apple – although most of them still are.

Those are the key takeaways from IDC’s Worldwide Quarterly Tablet Tracker for the second quarter of 2015. According to IDC, some 44.7 million tablets were shipped in Q2. That’s a worldwide decline of seven per cent compared to the same period one year ago. Shipments were also off 3.9 per cent from Q1, with IDC contrasting the quarter as marked by little innovation and limited vendor portfolio updates.

“We’re seeing a profound shift in the vendor landscape as the top two vendors, Apple and Samsung, lose share in the overall market,” said Jean Philippe Bouchard, IDC Research Director for tablets, in a statement.

While in Q1 Apple and Samsung accounted for 45 per cent of the market, in Q2 that dropped to 41 per cent due to growth from competitors such as LG, Huawei, and E Fun. There’s also growth beyond the top five, with the five leaders seeing their share decline from 58 per cent in Q1 to 54 per cent in Q2.

“It is worth mentioning that Huawei enters the top 5 ranking for the first time, while E Fun has re-entered the top 10 after more than a year, further indicating that the vendor landscape is indeed evolving,” added Bouchard.


Apple led the way with 10.9 million units shipped and 24.5 per cent of the market, down 17.9 per cent year over year. Samsung was next at 7.6 million units shipped and 17 per cent market share, a 12 per cent year over year decline. Lenovo was next, with Hiawei and LG Electronics tying with 1.6 million units shipped and just under four market share, both growing in triple digits.

“Longer life cycles, increased competition from other categories such as larger smartphones, combined with the fact that end users can install the latest operating systems on their older tablets has stifled the initial enthusiasm for these devices in the consumer market,” said Jitesh Ubrani, senior research analyst for IDC’s Worldwide Mobile Device Trackers, in a statement. “But with newer form factors like 2-in-1s, and added productivity-enabling features like those highlighted in iOS9, vendors should be able to bring new vitality to a market that has lost its momentum.”

Would you recommend this article?


Thanks for taking the time to let us know what you think of this article!
We'd love to hear your opinion about this or any other story you read in our publication.

Jim Love, Chief Content Officer, IT World Canada

Featured Download

Jeff Jedras
Jeff Jedras
Jeff Jedras is a technology journalist with IT World Canada and a member of the IT Business team. He began his career in technology journalism in the late 1990s, covering the Ottawa technology sector for Silicon Valley North and the Ottawa Business Journal. He later covered the technology scene in Vancouver before joining IT World Canada in Toronto in 2005, covering enterprise IT for ComputerWorld Canada and the channel for Computer Dealer News. His writing has also appeared in the Vancouver Sun & the Ottawa Citizen.

Featured Story

How the CTO can Maintain Cloud Momentum Across the Enterprise

Embracing cloud is easy for some individuals. But embedding widespread cloud adoption at the enterprise level is...

Related Tech News

Get ITBusiness Delivered

Our experienced team of journalists brings you engaging content targeted to IT professionals and line-of-business executives delivered directly to your inbox.

Featured Tech Jobs