Taking a page from Microsoft’s success with Surface in the 2-in-1/Pro Slate Tablet market, iPad Pro is putting Apple on the path to recovery with prices trending 6% higher year-on-year and shipment growth down only 6% in Q3 2016, according to the new “Preliminary Global Tablet Shipments and Market Share: Q3 2016” report from Strategy Analytics’ Tablet & Touchscreen Strategies (TTS) service.
Preliminary analysis of vendor performance in Q3 2016 has shown that Samsung, Asus, and the White Box community of vendors continue to lose ground to newer players in the market, while Apple stabilizes its iPad business.
Meanwhile, Lenovo has bounced back and forth between positive and negative growth in 2016 as it faces fierce competition in Asia from its archrival, Huawei. Amazon has achieved strong sales of its $49 7-inch Fire Tablet, reaching a broad range of consumers looking for an entertainment tablet with key content tie-ins to the growing Amazon ecosystem.
Market share among operating systems in the tablet market continue to shift away from Android toward Windows as tablets transform from pure entertainment devices to everyday computing devices capable of completing most tasks for consumers. Business use cases for tablets are multiplying too, as mobility becomes more important and touch eases its way into workflows.