Unsurprisingly, the tablet market continued to decline in 2019. -1.5% over the past 12 months. A moderate decline which is largely explained by the excellent health of Apple in this market. The Californian group managed to boost sales by more than 15% in 2019. The iPad now represents more than one in three sales in stores, according to research firm IDC.
With more than 49 million units sold in 2019, Apple reigns supreme in the tablet market. Samsung and Huawei - respectively 21.7 and 14.1 million machines sold in 2019 - remain far behind. Their sales also fell sharply: -7.2% for Samsung and -3.5% for Huawei.
The performance of the two Asian players is so bad that Amazon could soon dislodge Huawei from its third place. The e-commerce giant saw its sales increase by more than 1.2 million units in 2019. It would have sold more than 13 million tablets last year via its e-commerce platform .
The most modest actors bow out
The four tech giants now control nearly 2/3 of the market, and their market share could continue to climb because for several years, other manufacturers have been more and more numerous to stop selling tablets. For the smallest players, the profitability is no longer there.
The success of laptops and hybrids is also a factor in the market decline. For two years now, PC sales have been growing again. Consumers are also increasingly investing in hybrids - tablets that convert to laptops, like Microsoft's Surface Pro .
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