Sales ofiPad haven’t been looking good lately. The slack of the tablet from Apple had been confirmed in the last publication of results, IDC evaluating a drop in sales worldwide of more than 4%. According to Canalys, the situation would have deteriorated especially in Europe, where iPad sales would have fallen sharply over the period (-25%), which translates into a drop in orders of one million tablets. (nearly 4 million iPads sold in Europe in Q1 2021, nearly 3 million in Q1 2022). Despite this huge improvement, the iPad’s market share hardly changed (46% against 48% of Pdm last year), for the simple reason that the tablet market as a whole fell very heavily in Europe (-22%)!
This big warning shot isn’t enough to really close the gap between the iPad and its direct pursuers. Samsung may see its Galaxy tab sales increase by 4% in Q1, but the gap with Apple remains considerable (46% market share for Apple, 19% for Samsung). Note that the last manufacturers of the top five – Lenovo, Amazon and Microsoft – all earn a small point of Pdm.