The Android tablet market has fallen below 50 percent for the first time in 10 years as people look to premium and detachable tablets from Apple, Windows OEMs and, to some extent, Samsung, according to a new report from Strategic Analytics.
Tablet demand remains ahead of pre-pandemic levels amid inflation and supply constraints.
However, rising macroeconomic pressures, declining consumer sentiment, the threat of Covid and the protracted Russia/Ukraine conflict could make the second half of the year more challenging.
“The two factors of inflation and hybrid performance are creating a fascinating dynamic where affluent consumers continue to spend on premium devices while average consumers pull back on lower-end spending,” said Eric Smith, Director-Connected Computing.
Also, average consumers are buying tablets for getting work done, not just for entertainment needs.
“Right now, all the best vendors have detachables that include implementations on five different operating systems,” Smith said.
Apple iPadOS shipments (sales) in Q2 2022 fell 7 percent to 14.8 million units in Q2 2022.
Samsung’s Android market fell 13 percent to 7.1 million units in the second quarter of 2022.
Lenovo returned to the No. 3 position globally in Q2 2022, but shipments fell 25 percent to 3.5 million units compared to the same period in 2022.
“Android tablet demand underperformed the market as all other operating systems outpaced the market’s decline by 15 percent. Apple benefited from a richer customer base than Android, but supply issues prevented them from achieving more demand than in the quarter.” Chirag Upadhyay, Industry Analyst.
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