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Apple continues to outsell everyone else in tablet market, but Amazon is gaining ground

The low-cost Amazon Fire helped the e-commerce giant stay among the top tablet makers in Q1 2016.

Interest in the tablet market proceeds to wane, according to new numbers from IDC out today. Tablet shipments fell nearly 15 percent year-over-year during the first quarter of 2015.

The downturn affected the top tablet sellers, Apple and Samsung, more than others. Apple saw a 19 percent year-over-year drop in market share to just over 25 percent, while Samsung fell 28 percent to 15 percent of the market share.

“Samsung’s Galaxy Tab lineup continues to do well and is one of the last remaining ‘premium’ Android tablets,” the report reads. “The launch of the detachable TabPro S has been somewhat tepid due to the high price point, though this is likely a short-term hiccup as Samsung is typically quick to offer various products and different price points.”

Amazon was the real winner last quarter, maintaining its hold on the number three position thanks to its low-cost (but still very functional) Fire tablet. IDC estimates Amazon shipped 2.2 million $50 tablets in the first quarter of the year. However, it’s market share sits at just 5.7 percent, still well behind Apple and Samsung.

Huawei was the only other top-five tablet maker to grow market share, in part thanks to its new detachable, Windows 10-running MateBook and optimized carrier relationships.

Absent again from the top-five list is Microsoft, whose Surface lineup is categorized as a tablet by IDC. But don’t count Microsoft out yet.

“Microsoft arguably created the market for detachable tablets with the launch of their Surface line of products,” said IDC senior analyst Jitesh Ubrani. “Apple’s recent foray into this segment has garnered them an impressive lead in the short term, although continued long-term success may prove challenging as a higher entry price point staves off consumers and iOS has yet to prove its enterprise-readiness, leaving plenty of room for Microsoft and their hardware partners to reestablish themselves.”

Chart via IDC
Chart via IDC

Source: Geekwire Apple

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