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Despite numerous headwinds, Apple managed to actually increase its share of the global tablet market from 19.6% to 21.5% in the third quarter of this year, according to market research from the International Data Corporation (IDC).
This was despite of the fact that the worldwide tablet market slumped during the third quarter, as tablet vendors shipped just 43 million units or 14.7% less than a year prior. Apple’s tablet shipments also declined 6.2% from 9.9 million units to 9.3 million.
Even as iPad shipments and sales continued their long decline, Apple earned consistent revenues on the iPad thanks to the release of the more expensive iPad Pro. But the real drivers for Apple were the iPad Air and Mini models, which accounted for over two-thirds of estimated shipments and whose mass appeal may have helped boost Apple’s market share last quarter.
Apple’s closest tablet competitor Samsung slipped from 16% to 15.1% market share in the third quarter of 2016, though it maintained its number 2 rank, suggesting that negative press from the Galaxy Note 7 debacle hadn’t adversely affected its tablet sales.
Amazon grabbed third place with 7.3% of the market, up from the 1.5% market share it enjoyed a year ago. Its tablet shipments have actually grown 319.9% thanks to promotions such as Amazon Prime Day and other flash sales on its Fire Tablets. Lenovo and Huawei rounded out the top five.