Apple consolidates EMEA tablet lead in Q2, detachables up 12%

Thursday 12 September 2019 | 11:15 CET | News

Overall tablet shipments in EMEA declined another 11.7 percent year on year to 9.59 million units in the second quarter of 2019, following a 10.9 percent contraction in Q1, according to the latest report from IDC. The fall was attributed to the ongoing erosion of consumer demand for slate tablets and a lack of innovative features, but the second quarter did see a rebound in the performance of detachables, with shipments up 11.8 percent after 2 years of consecutive quarterly declines due mainly to the newly released iPad Air.

The overall tablet market in Western Europe was down 6.6 percent in the April to June period, while Central and Eastern Europe, the Middle East, and Africa (CEMA) declined 18.7 percent year on year, in part due to customers passing over 7 and 8-inch tablets in favour of bigger screen size smartphones, said the report.

In terms of vendors, Apple consolidated its EMEA lead, accounting for one in four (25.1%) of tablets shipped thanks to a buoyant detachable quarter and the resurrection of the mini. The company shipped 2.41 million iPads in Q2, ahead of Samsung, which fell 13.4 percent year on year to 20.8 percent of the market after shipping 1.99 million tablets. 

Huawei contracted even further due to shockwaves from the US ban, as its market share fell 19.6 percent year on year to 11.9 percent in Q2 on the back of 1.14 million shipments. Lenovo posted another sharp decrease, falling to 8.7 percent of the market after shipping 831 million units, with Amazon rounding out the top five after boosting its shipments to 435 million (4.5% of the market) thanks to the updated Fire range.

For the full year, IDC predicts a decline of 9.9 percent for the EMEA tablet market, maintaining the trend seen in recent years, with detachables and the commercial segment expected to partially offset declining consumer slate shipments.

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Categories: Mobile & Wireless
Companies: Amazon / Apple / Huawei / Lenovo / Samsung
Countries: Africa / Europe / Middle East
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