Research firm Canalys has for the first time discovered that non-iOS tablets have actually surpassed the iPad in global market share. While Apple still holds the biggest market share by a single manufacturer with 42.7 %, tablets from Samsung, Amazon, Lenovo, Acer and others have actually integrated to pass the business in total market share with a combined 57.3 % of the tablet market. This compares to the year-ago quarter where Apple held 71.2 % of the tablet market share, compared with other producers who integrated for 28.9 % of the marketplace. In total, worldwide tablet deliveries grew to 34.2 million tablets in Q2 2013, up from 23.9 million in the year-ago quarter.

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Apple’s decrease in deliveries and share has been partially credited to its aging profile. However Canalys believes that brand-new item launches will have less impact on its shipments in future. ‘When Apple does choose to refresh its iPad range it’ll not experience the buzz of previous launches,’ stated Canalys Expert Brian Wang. ‘Tablets are now traditional items and hardware innovation is increasingly difficult. With branded Android tablets available for less than $150, the PC market has never been so good for consumers, who’re voting with their pocketbooks.’ The transfer to smaller tablets has sparked a rate war that’s genuine consequences for the whole supply chain. These items create little outright margin for channel partners, vendors or component manufacturers. Material, applications and add-ons (particularly cases and keyboards) are now much more essential to improve margins– locations where Apple stays a leader.

While Canalys saw Apple’s share of the tablet market fall below 50 % for the first time throughout the second quarter of 2013, various other studies have shown that the turning point was passed previously. For example, IDC revealed Apple being up to 43.6 % back in the fourth quarter of 2012. Problems in tracking actual sales and delivery, especially with respect to common gadgets sold in arising markets, regularly result in large variations in cause by different firms.

Also unclear is what many of these non-Apple tablets are being utilized for, as internet use stats have regularly revealed the iPad dominating the marketplace.

Apple is anticipated to freshen the iPad line as soon as next month, with the release of a fifth-generation iPad that’s stated to be lighter and thinner than previous models, and a new iPad mini that’s likely to have a high-resolution Retina display.