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Apple's iPad Leads in Western Europe with 27% Market Share



IDC published their latest tablet report covering shipments to Western Europe. In total, 7.0 million devices were shipped in the region, which shows an almost complete recovery of the market in the region. Apple's new tablets and the improvement of the macroeconomic situation in several countries were some of the drivers for 2017Q2 and were key to the further stabilization of the consumer segment.


Apple ranked first with 27.0% market share and growth of 12.0% thanks to the release of the new iPad and iPad Pro. The price positioning of the new iPad encouraged users to renew devices and that, combined with the innovation of the new iPad Pro, enabled the company to grow strongly.



In general, detachables remained positive with 1.0% YoY growth and slate tablets showed resilience with a decrease of just 1.0% YoY.


Liam Hall, research analyst, IDC Western European Personal Computing Devices stated for the report that "Detachables are showing particularly strong growth within the corporate business, facilitated by the introduction of more commercially oriented models. These models are geared toward operating primarily as a portable PC with the secondary benefit of a tablet, helping to compete against the growing commercial trend toward the adoption of convertibles."


On the other hand, although remaining negative, the consumer segment showed better results after a couple of years of dramatic declines. This was due mainly to the release of the new iPad, which was launched with an attractive price point and pushed users to renew their devices. It led to Apple slate tablets growing 27.0% YoY and stabilized the segment, with the YoY decline at just 1.0%.


Laura Llames, research analyst, IDC Western European Personal Computing Devices added to the report by noting that "It's clear that Apple played the right cards this quarter and, as expected, outperformed with the release of the new iPad Pro and iPad, targeting both the consumer and commercial segments. In the short term, this may help support shipment volume as older devices might be renewed thanks to the attractive product and price on offer."


On August 4 Patently Apple posted another statistical report on the iPad titled "IDC Report Shows Apple Continuing to Dominate the Tablet Market with Samsung a Distant Second," covering global shipments.


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