Counterpoint: iPad market share continues to grow in Q1 2021 across all models

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The latest report from market research firm Counterpoint shows that Apple’s iPad series continues to perform strongly. The brand’s global market share for tablets has increased by 53% compared to the first quarter of 2021 to a total market share of 37%. In the same quarter of 2020, iPad shipments accounted for 30% of the market share.

The report mentions that Apple and Samsung have both benefited in 2020 with reduced competition in the tablet space. The two companies “aggressively released and promoted new models”, while other tablet manufacturers “reduced or closed the business”.

Apple sold 33% more iPad devices worldwide in 2020 than in 2019 and continued to lead the market, expanding its share to 37% in Q1 2021. Despite the off-season effect, Apple improved its performance in all major regions, especially in Japan, where sales continued to hit all the time.

The chart below shows that Samsung, Lenovo and Samsung’s market shares all grew from Q1 2020. Huawei’s share fell from 11% in Q1 2020 to only 5% share in Q1 2021. The “other” brands fell by 10% share together, which is where Apple and Samsung both got away with it.

Despite the base model iPad, which accounts for most of Apple’s tablet sales, CounterpointSenior analyst Liz Lee explained that all models across the lineup worked well. The base iPad accounted for 56% of all iPad sales in the first quarter of 2021, while the iPad Air 4 and Pro models accounted for 19% and 18%, respectively. The iPad 8 was the best-selling model, while the iPad Air 4 came in second.

Looking at the rest of the year, Apple’s M1 iPad Pro has been well received by the market, but the chip shortage was cited. Apple is challenged with both chip shortages and manufacturing issues related to the Liquid Retina XDR monitor. Lee expects M1 models to rise in Q3 once the supply chain stabilizes, just in time for the Q4 holiday season.

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