Underneath the Surface, Windows tablet shipments reach “all-time high” sales

“Windows share continues to improve as more models become available from traditional PC vendors, White Label vendors, and Microsoft itself..."

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 nine percent.

Total Tablet shipments reached 50.8 million units in Q2 2015, down three percent from 52.4 million in Q2 2014, according to preliminary data by Strategy Analytics’ Global Tablet OS Market Share: Q2 2015 report.

Findings show that Windows-branded Tablets comprised nine percent of shipments in Q2 2015, up four points from Q2 2014 while Android-branded Tablet shipment market share was flat at 70 percent in Q2 2015.

“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,” says Eric Smith, Senior Analyst, Tablet & Touchscreen Strategies.

“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.”

Meanwhile, 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.

In addition, 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.

“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,” adds Peter King, Service Director, Tablet & Touchscreen Strategies.

“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.”

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James Henderson

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