Worldwide shipments of tablets continue to decline
Apple faced a 24.8% year-over-year decline.
Total shipments for 2015 were 206.8 million, down -10.1% from 230.1 million in the prior year. Despite the market's negative trajectory overall, shipments for detachable tablets reached an all-time high of 8.1 million devices.
The transition towards detachable devices appears to be in full swing as pure slate tablets experienced their greatest annual decline to date of -21.1%. On the other hand, detachable tablets more than doubled their shipments since the fourth quarter of last year.
Perhaps the most interesting trend to note is that prices on slate tablets have not yet hit rock bottom. Amazon’s $50 (or $42 for bulk shoppers) tablet was the holiday season's surprise hit, garnering the number 3 rank among the worldwide top 5.
Rival vendors like Huawei and Lenovo also continued to focus on the low end while also expanding outside their home country China.
Apple's reign as market leader continued in 4Q 2015 though the company faced a 24.8% year-over-year decline. With the successful launch of the iPad Pro, the company was able to curb the decline in iPad revenues as its model mix shifted towards higher priced iPads.
Samsung managed to keep its second position in the market though it did decline by 18.1% compared to last year. Samsung is the vendor with the deepest tablet portfolio and manages to reach multiple price points and screen sizes, a position that will facilitate the transition to detachables in 2016.
Amazon's latest Kindle iteration piqued everyone's interest with its low price point, allowing Amazon's annual growth to reach 175.7%, the highest amongst the top 5. Amazon's success in the tablet market has thus far been purely based on price.
While this bodes well during the holiday season, it's unlikely the Kindle's success will continue in the remainder of the year.
Lenovo maintained its market share in the last quarter of 2015, shipping 3.2 million units for a 13.5% decline over the same period last year. However, the Yoga, MIIX, and Thinkpad brands' combined traditional PC savoir faire should help Lenovo regain market share in 2016.
Huawei's focus remains on cellular-connected tablets and international expansion. The company has positioned itself well in the adjacent smartphone market and its popularity is likely to bleed over into the tablet market. ■