According to preliminary data, total Tablet shipments reached 78.3 million units in Q4 2014, up 1 per cent from 77.2 million in Q4 2013. Apple further consolidated its global market share, due to anticipated seasonal shipments reaching a 27 per cent share of the Tablet market. The Strategy Analytics Tablet & Touchscreen Strategies (TTS) service report, Global Tablet OS Market Share: Q4 2014, forecasts 6.6 per cent growth for CY 2014.

Tablet Service Director, Peter King said: “Android market share slipped slightly at the expense of strong iPad seasonality and recorded a share of 66 per cent of the Tablet market. Android branded vendors shipped 51.8 million units between them worldwide in Q4 2014, up 8 per cent from 47.8 million a year earlier. Windows 8.1 Tablets showed an 89 per cent growth rate annually, with improved sales at the high-end with products such as Microsoft Surface Pro 3, but also at the low end of the price spectrum as more Windows-based products emerge from the Chinese manufacturers.”

“Apple’s 21.4 million shipments declined 18 per cent annually and increased 74 per cent sequentially due to seasonality; the iPhone 6 products are putting pressure on the iPad Mini and the continued success of the Mac could be inhibiting some iPad Air 2 growth,” added Eric Smith, a Senior Analyst in the Tablet Service.

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