Competition
Particularly Apple‘s sales dropped a lot as it had to take a 22.9 % sales hit to its iPad numbers, only the second time since the product’s launch its sales dropped. Android devices also suffer although not as badly, with a ‘mere’ 9.4 % drop.
Microsoft can be happy with its performance, as sales grew 55.4 %. The 2-in-1 tablet branch, containing Microsoft’s Surface, has grown 5.9 %, which also spells good news for Microsoft. Nevertheless, the software giant from Redmond still has a lot of work cut out as it has a huge gap to bridge in order to catch up with the two giants.
There are several reasons for lower tablet sales: the devices last much longer, which means consumers are less likely to buy a new one. Large-screen smartphones, known as phablets, also cut into this particular market, while small laptops also provide competition.
Tablets are increasingly important in the business branch, as research firm IDC even suspects the 2-in-1 tablets might even replace the laptop in the future. Microsoft is trying to jump onto that bandwagon with its Surface device, which will have a version geared towards business use.
