According to IDC's latest tablet report, worldwide tablet shipments, inclusive of slates and detachables, reached 38.7 million in the second quarter of 2016 (2Q16). Growth continued to decline with the market receding 12.3% year over year but less than the decline of 14.7% last quarter. Yet the one constant for all of 2016 thus far is that Apple's iPad remains the number one tablet worldwide.
Apple's launch of its second detachable helped lessen its year-over-year decline to 9%, but more importantly it helped raise Apple's average selling price and revenue. Price reductions on previous generation iPads and the latest Pro iterations are expected to have the same effect for the remainder of 2016 as the consumer and enterprise audiences evaluate their needs. Apple's market share grew by 0.9% year over year while Samsung's share fell 2.6%.
Jitesh Ubrani, senior research analyst with IDC's Worldwide Quarterly Mobile Device Trackers stated that "The market has spoken as consumers and enterprises seek more productive form factors and operating systems – it's the reason we're seeing continued growth in detachables. At present, it's difficult for Android to compete with iOS or Windows detachable products.
Jean Philippe Bouchard, research director, Tablets at IDC chimed in by noting that " While growth in the detachable category is undeniable, slates continue to represent the vast majority of the segment."
Cheap low end Android slates took 65% of the market while iOS high-end tablets and detachables via the iPad Pro line-up took 26% market share. That leaves roughly 9% for Windows 10 based tablets and yet oddly Microsoft, Dell or HP couldn't somehow make it to IDC's statistical top five list.
The Verge reported in April 2016 that "Surface-related revenue is up to $1.1 billion this quarter, an increase of 61 percent from the same period last year. Both the Surface Pro 4 and Surface Book helped push sales, but as always Microsoft is keeping the exact number of devices a secret."
Wow, what a loser. Amazon is in fifth spot by moving 1.6 million tablets at rock bottom prices. Did Microsoft sell less than 1.6 million tablets this quarter after being on the market since 2012? By keeping their numbers secret they're looking awfully stupid and incompetent.