In its latest report, the firm claimed that Apple shipped 14.25 million iPads in the three months, giving it a market share of 29.7%. And while that figure is still more than reasonable, it represented a fall from the 14.62 shipments and market share of 33.5% Apple achieved in the last quarter.
By comparison, Samsung had a lot more to smile about. The Korean company saw shipments rise from 8.66 million to 10.65 million on a quarterly basis, and this resulted in the Galaxy Tab maker’s market share inclining from 19.9% to 22.2%.
Analyst Rhoda Alexander was in no doubt as to the reasons for the contrasting fortunes of the two tech giants, blaming Apple’s delayed iPad launch and the continuing consumer swing to cheaper devices.
"The erosion in Apple's unit shipment market share was inevitable," said Alexander, the IHS director of tablet research, in a statement. "Cheaper almost always wins the volume race, and competitors were quick to adjust pricing when it became clear that it was impossible to achieve anything close to Apple's unit growth at the same price level.”
Outside the top two and there were gains for smaller tablet players like Asus (third) and Lenovo (fourth), although Acer saw shipments and market share take a quarterly fall.