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The latest global tablet sales figures are in… and they’re pretty confusing

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Unexpectedly spurred in the early stages of the coronavirus pandemic by the sudden need for portable (and largely affordable) computing devices from many more consumers than ever before, the tablet market has gradually back to “normal” in recent quarters.

But while global demand has been slowing over the past year, some major suppliers are clearly better positioned than others to stop the bleeding and possibly even boost their sales again after certain confounding factors have been rectified.

These still include a resurgent pandemic, as well as “increasing macroeconomic pressures” and the Russian invasion of Ukraine, and sadly the short-term effects are expected to be significant, with a “much more challenging” second half of the year predicted by Strategy Analytics.

Was the market flat or down in the second quarter?

Oddly enough, the answer depends on who you ask, with the aforementioned market research firm estimating a pretty steep 15 percent drop in global shipments between the second quarter of last year and the second quarter of 2022, and the International Data Corporation (IDC) tracking a microscopic gain of 0.15 percent in the same period.

There is a pretty big difference between the quarterly sales of 38.9 and 40.5 million units, and although both analytics companies unsurprisingly If Apple tops the vendor list, Strategy Analytics significantly overestimate Cupertino’s numbers compared to the IDC.

Apple shipped a total of 12.6 or 14.8 million iPads from April to June 2022 for a dominant market share of 31 or 38 percent, losing 2.9 or 7 percentage points in terms of year-over-year sales.

It’s hard to draw many clear conclusions from such obscure data, of course, but Apple has certainly managed to outperform (most) the competition on the above industry confounding factors, and firmly hold onto market supremacy without this quarter. release new products.

Samsung, Lenovo and Android aren’t doing great

Despite the recent high-end Galaxy Tab S8 series as a commercial success, the silver medalist of the global tablet market apparently registered a double-digit shipment drop from the second quarter of 2021, when the Tab S7 family was long in the tooth.

Samsung’s rather steep decline has undoubtedly contributed to an overall 21 percent year-over-year decline for Android tablets. Google’s operating system has fallen below 50 percent for the first time in a decade (!!!), with iPadOS coming dangerously close to a slice of the 38 percent pie, despite Apple clearly being the only hardware-making proponent of its internal software platform .

Windows, a distant third, did benefit from an increase in demand for “premium and detachable tablets,” an overall trend that is also in Apple’s favour, and to a lesser extent, Samsung. In other words, it’s entirely possible that the Tab S8 family did indeed sell well in the second quarter, with the brand’s overall volume figures being pushed back instead by cheaper devices with low-to-midrange specs.

Speaking of which, bargain specialist Amazon is, in fact, the subject of the biggest controversy and statistical anomaly right now, jumping 27 percent to 5.5 million units in the latest IDC report, as it slips 19 percent. up to 3.4 million units in Strategy Analytics.

It’s likely that the former number was erroneously estimated to include Prime Day 2022 sales of the company’s Fire portfolio, which are technically in the third calendar quarter of the year. Meanwhile, Lenovo certainly suffered from the general decline in the popularity of low- to mid-range tablets, while Huawei and a group of newcomers including Xiaomi, Oppo, Vivo and Realme performed largely above expectations.

Huawei could of course be another reason why Android is declining, maintaining its presence in markets like Russia and even bolstering it with a burgeoning line of respectable devices powered by HarmonyOS.

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