Windows Tablet Shipments Nearly Double in Q2'15, says Strategy Analytics
Huawei, LG gain market share at expense of Apple, Samsung
BOSTON, July 31, 2015 /PRNewswire/ -- A confluence of factors leading up to Microsoft's Windows 10 launch led to an all-time high of Windows Tablet market share in Q2 2015 at 9 percent. Total Tablet shipments reached 50.8 million units in Q2 2015, down 3 percent from 52.4 million in Q2 2014, according to preliminary data by Strategy Analytics' Tablet & Touchscreen Strategies (TTS) service report, "Global Tablet OS Market Share: Q2 2015."
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- Windows-branded Tablets comprised 9 percent of shipments in Q2 2015, up 4 points from Q2 2014
- Android-branded Tablet shipment market share was flat at 70 percent in Q2 2015
- Apple continued its slide in market share down to an all-time low of 21 percent in Q2 2015, 4 points lower than Q2 2014
- Vendors with strong 3G and LTE connected Tablet strategies such as Huawei, LG, and TCL-Alcatel gained market share as leaders like Apple, Samsung, and the White Box community lost ground
| Exhibit 1: Global Tablet Shipments and Market Share in Q2 2015 (preliminary) |
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| US Tablet Vendor Shipments (Millions of Units) and Market Share |
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| Vendor |
Q2 '15 |
Market Share (%) |
Q2 '14 |
Market Share (%) |
Growth Y/Y |
| White Box |
15.5 |
30.6% |
17.3 |
33.0% |
-10% |
| Apple |
10.9 |
21.5% |
13.3 |
25.3% |
-18% |
| Samsung |
8.0 |
15.7% |
8.0 |
15.3% |
0% |
| Lenovo |
2.5 |
5.0% |
2.4 |
4.6% |
5% |
| Huawei |
2.0 |
3.9% |
0.9 |
1.6% |
131% |
| LG |
1.5 |
2.9% |
0.1 |
0.2% |
1189% |
| Totals |
50.8 |
100.0% |
52.4 |
100.0% |
-3% |
| Source: Strategy Analytics Tablet & Touchscreen Strategies service |
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| Shipments refer to sell-in. Numbers are rounded. The definition of Tablet does not include e-book readers or convertible/foldable PCs. |
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Quotes:
Tablet & Touchscreen Strategies Service Director Peter King said, "Apple's fortunes will turn around soon as it will launch the 12.9-inch iPad Pro as well as an iPad mini 4 in Q4 2015. New features in iOS 9, which are exclusive to iPad such as multi-tasking and a more convenient soft keyboard, will also help compel upgrades by owners of older iPad models. Meanwhile, Huawei and LG have posted fantastic growth primarily due to well-executed 3G and LTE connected Tablet strategies."
Tablet & Touchscreen Strategies Senior Analyst Eric Smith added, "Windows share continues to improve as more models become available from traditional PC vendors, White Label vendors, and Microsoft itself though a healthy Surface lineup and distribution expansion. The key going forward will be if the coming wave of 2-in-1 Detachable Tablets is a hit with consumers or if they go the way of the Netbook—we remain cautiously optimistic on this point."
About Strategy Analytics
Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success. www.StrategyAnalytics.com
US Contact: Eric Smith, +1-617-614-0752, esmith@strategyanalytics.com
European Contact: Peter King, +44-1908-423-615, pking@strategyanalytics.com
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