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iPad faces competition: Apple's tablet rule is threatened

Last updated on March 9, 2021

With the iPad, Apple has so far had the tablet market firmly in hand. However, new figures now show that a manufacturer is developing into a serious competitor. In the long run, this could even lead to a revival of Android tablets.

The corona crisis acts like a fire accelerator for digitization. Corporate digital teaching and video conferencing are now the rule rather than the exception. Tablets are particularly suitable for this, because with their built-in cameras and light weight they outperform any notebook or desktop PC. Unsurprisingly, the tablet market is currently experiencing decent growth. Apple can hardly benefit from this with its iPads.

Apple is losing market share: Samsung tablets make life difficult for iPad

In terms of tablet market share, Apple's iPad is losing out. Image: IDC.

According to IDC market researchers, the big winner is Samsung. Compared to the previous year, the South Korean group was able to increase its market share in the third quarter of 2020 to 19.8 percent – an increase of around 7 percent. A total of 9.4 million Galaxy tablets were sold.

With a market share of 29.2 percent, Apple is still at the top, but the gap to second-placed Samsung has shrunk significantly. In the same quarter last year, Apple had a market share that was more than double that of Samsung. Here it takes revenge that Apple was able to sell more iPads than in the twelve months before, but the tablet market has grown even faster overall. It should be interesting whether the new iPad Air 4 can make up ground here.

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The new iPad Air 4 has a new design:

Revival of Android tablets?

The fact that Samsung is now getting the iPad moving could also help Android tablets in general. Since their market launch almost ten years ago, they have suffered from the fact that there are too few tablet-optimized apps. So far, developers have had too few incentives to adapt their apps to Android tablets, as they always led a niche existence compared to the iPad and the effort was not worth it. If Samsung asserts itself as the strong number 2 in the tablet market, that may change in the future.

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