Tablet Growth Disappoints in First Half 2014, iPad Sales Down, Samsung up

[Press Release]

Branded Tablet Growth Expected to Disappoint with Only 2.5% Growth; Apple Down and Samsung Up

​The 200 million annual shipments milestone for branded tablets continues to elude OEM vendors and overall growth for 2014 is set to come in at a disappointing 2.5%. Apple and Samsung continued to lead branded vendors in unit share during 1H 2014 although with mixed fortunes. Even though the top two branded tablet suppliers combined for nearly 70% of all shipments, Lenovo and Intel are increasingly being seen as the next growth engines for the wider tablet ecosystem.

Apple iPad units were down 13% while Samsung units were up about 26% year-over-year in the first six months of the year. “The roller coaster ride from the leading two tablet vendors has market watchers looking to other vendors to create sustainable growth,” says senior practice director Jeff Orr. “All eyes are on Lenovo as it is one of few to demonstrate consistent growth over the past year.”

Within the tablet supply chain, Intel continues to show progress toward its goal of 40 million devices powered by its processors in 2014. While many tablets will come out in non-branded models, 2014 looks to be the tipping point for Intel’s mobility processor strategy. The company has also set up market-specific relationships that should propel it forward during 2015. “Forty million units is only a minor dent in ARM’s domination of tablets, though Intel is quickly becoming a formidable applications processor architecture competitor,” adds Orr.

These Media Tablet and eReader Market Data findings are part of ABI Research’s Media Tablets, Ultrabooks and eReaders Market Research which includes Research Analysis, Market Data, and Insights on technologies shaping the future of the mobile device industry.

ABI Research provides in-depth analysis and quantitative forecasting of trends in global connectivity and other emerging technologies. From offices in North America, Europe and Asia, ABI Research’s worldwide team of experts advises thousands of decision makers through 70+ research and advisory services. Est. 1990.

2 thoughts on “Tablet Growth Disappoints in First Half 2014, iPad Sales Down, Samsung up

  1. Robert Gottlieb

    As ereaders slow in sales and market penetration. The shift will be to multi-users devices and especially phone. The ereader was a stop on the road of evolution. This will impact the type of book that is sold electronically.

    Robert Gottlieb
    Trident Media Group, LLC
    Literary Agency
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  2. Michael W. Perry

    The market diagnosis is easy.

    Both epaper readers and tablets have hit a feature plateau. Most of those who want them, have them and see no reason to upgrade. That’s certainly my situation.

    Epaper Readers:

    Amazon and the other vendors never developed an app market for them. They are built to read ebooks and nothing else. Open up the platform to apps and they might attract other forms of reading such as the wonderful Instapaper, which has to use a kludge to get on epaper Kindles. The long battery life would also make them useful for tour guides, particularly cellular models that can use cell towers for an approximate location. For now, they’re dull, one-trick ponies.

    Readers are also stuck at one-and-only-one size, one that fits (justly barely) into an adult coat pocket. Rugged, waterproof, jean-pocket-sized models should sell well to kids and hikers. There might even be a professional market for one with a large screen. Whatever, one size fits all means a flat market.


    Again, new models aren’t that different from old ones. Size isn’t the issue. Apple’s larger iPad is probably intended for graphics artist not the public and, if the mini got any smaller, people would take a pass and settle on a larger smartphone. There are, however, new features that might attract buyers.

    1. GPS in all models not just the cellular ones. Then tablets would be great for vacation travel and getting about a city with a screen that’s larger than dedicated GPS devices. Not everyone wants to klutz with yet-another data plan.

    2. There are already some easy-in, easy-out data plans for tablets. Make them better and let the tablet share that data link with other devices.

    3. Add a home Wi-Fi-gased phone service to tablets. Cell phones aren’t that useful around the house. Coverage is spotty and the phone is often hard to find. A tablet in a stand would make an excellent home phone and using WiFi would eliminate the spotty coverage. It could even incorporate marvelous video chatting. The key is to make it a real phone with extras not just video conferencing pretending to be a phone.

    For the last, in essence market tablets, both cellular and WiFi as smartphones for the home. Create a stand for them with a Bluetooth headset that’s portable and works like the old cordless phones. Pulled out of the stand, it’d become a regular tablet. Anyplace there’s WiFi (or for the cellular model, data coverage) it’d work like a cell phone. It wouldn’t replace a cell phone. It’s too large for that. But it would supplement that cell phone in certain situations. And a service that’d give both a smartphone and a tablet-phone the same number would be marvelous. One number would ring multiple wired phones in the 1920s. It should do the same today.



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