Who rules the tablet world?

July 08, 2019

In the world of tablets, the past few years have seen some major innovations and exciting reinventions of this handy little mobile device.

From high-end options like the Microsoft Surface Pro to affordable Apple iPads and foldable prototypes, the tablet world continues to evolve, and its popularity is creeping into all areas of business, education and lifestyle.

But with so many brands available and an almost endless lineup of models on offer, who exactly rules the tablet world?

By vendor


Apple iPads

No drumroll required…when it comes to the brand that has sold the most tablets globally, it’s Apple by a country mile.

In the third quarter of 2018, Statista notes Apple had a market share of 26.6 per cent. That was down on its peak in 2011 and 2012 when Apple commanded a market share of over 60 per cent.

It also doesn’t take recent sales into account, which will likely have been boosted by its largest ever lineup. At present Apple’s range includes four devices – the iPad Mini, the iPad 9.7-inch 2018, the iPad Air 2019, and the iPad Pro 2018 and this variety has been partly responsible for boosting their recent sales.


Samsung Tablets

Second position goes to Samsung, who has also traditionally held a significant share of the market over the years. Late last year they held 14.6 per cent market share, but at their peak in 2014 they had 21.6 per cent.


Amazon Tablet

Amazon holds third position with its range of affordable tablets. In the third quarter of 2018 it commanded a 12 per cent market share. At their peaks in 2017 and 2011, they had close to 16 per cent.


Huawei Tablet

In recent years Huawei has moved into fourth spot. In the third quarter of 2018 they held 8.9 per cent of the market. There’s also a lot of speculation that Huawei’s increased sales may have then seen them trump Samsung in second position earlier this year.


Lenovo Tablet

Lenovo is also a major player in the tablet field, with the most recent figures indicating they had a 6.3 per cent market share.

The others

The rest of the tablet market is filled by what Statista calls the others, but over the years brands like Microsoft, Asus, Acer and LG have also enjoyed a slice (albeit small) of the pie. In Microsoft’s case their major breakthrough came in 2013 when they released the Surface RT and Pro. That saw them enjoy a 1.8 per cent market share.

Meanwhile a recent surge in sales, courtesy of the Microsoft Surface Pro and Surface Go may see them rate this year also.

By operating system

When it comes to which tablet operating system reigns supreme, it’s Android, which overtook iOS as the most popular system in 2012 and has remained there ever since. But Windows has also been making slow and steady headway over the years.

At the end of 2018, Android was the operating system in almost 60 per cent of shipped devices, iOS was the operating system in over 27 per cent, and Windows was installed in 13.7 per cent.

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