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Global tablet market falls 8% in 2015

February 1, 2016

The global tablet market ended 2015 with its worst year-on-year performance ever. Shipments fell 11 per cent to 69.9 million units during the fourth quarter and fell 8 per cent to 224.3 million units for the full year of 2015, according to a report from Strategy Analytics. Bright spots in the tablet market continued to be in the 2-in-1 Tablet and Windows Tablet segments while Traditional Slates continued their downward slide.

Peter King, Research Director, Tablet & Touchscreen Strategies service said, “Apple suffered big setbacks this year as a lack of innovation during the last several years caught up to iPad sales. Instead, Apple has focused on its MacBooks, iPhone 6/6+, and Apple Watch releases. The launch of the iPad Pro failed to meet expectations during the quarter. While we see real long-term potential for iPad Pro in the enterprise and verticals, there was not enough demand to move the needle in Q4.”

Eric Smith, Senior Analyst, Tablet & Touchscreen Strategies service added, “2-in-1 Detachable Tablets have reached an inflection point in 2015 as computing needs continue to trend more and more mobile and Tablets with Windows 10 can compete against iOS in the premium and high price bands and equally well against Android in the mid and lower price bands. The Q4 2015 launch of Surface Pro 4 and Surface Book was met with many “Surface clones” by Microsoft’s OEM partners at lower price points. This variety of devices will bolster momentum of Windows Tablets going forward.”

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