No surprise, Android takes the tablet market too

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According to IDC, Android now powers 56.5% of all tablets, iOS powers 39.6% and Windows 1.8%. There you go. The droid wins, like I said it would. From this point on, the dominance of iOS in any area of mobile is effectively over. Apple has had their 5 minutes of fame and can go back to being the niche brand that everyone knows they have always been. No-one, regardless of how powerful, can remain locked up and face off everyone else successfully for any significant period of time. History tells us that when anyone undertakes such campaigns, should there be any initial success, they are short lived.

iOS is a closed system in more than one way. Here you have an OS that is pushed by only one manufacturer against the rest of the mobile world. iOS led the tablet market because it had the first mover advantage. First mover in terms of a revolutionary new approach to tablets, not because it was the first tablet-powered OS.

The high-priced nature of Apple’s products has always meant that there was no hope of them commanding the market for long. A few days ago, someone still said to me not to under-estimate Apple’s ability to do it. I laughed to myself and went away. Anyone who understands market forces and economics knows that the numbers are at the base of the pyramid. Never at the top.

Also note that the US market is no longer as powerful as it used to be in mobile. It is now a mostly saturated market. Trends are being determined elsewhere – in places like China, India, Brazil and our own Nigeria here. That spells trouble for Apple, who have been very US-centric, depending on subsidies and network relationships to push their devices, the iPhone in particular. Plus, the reality in the new hot grounds of mobile is that high-priced devices don’t shape things. Low-cost devices do. That is bad news for iOS.

Look at the stats again. See that huge gap between Android and iOS already? Scary? Yes. That’s what happens when other players and regular market forces finally turn the tides – a walkover. Here are the stats again in an easier to digest format:

  • Android: 56.5%
  • iOS: 39.6%
  • Windows: 1.8%.

So, Android is maximum ruler of the mobile landscape, leading in both smartphone and tablet markets. Again, I say what I have always said, If and when Apple changes their game, perhaps they can win the numbers game for a significant period of time. Till then… I don’t think that anyone other than delusional fan boys are surprised that Android now rules the mobile jungle completely. Android rules supreme.


  1. We saw this coming, Hunter Hunted.

    Now Apple needs to Evolve or Die Slowly.

    But am sure Apple will still be around for a long while.

  2. If and when Apple changes their game, perhaps they can win the numbers game for a significant period of time. Till then…

    We assume, of course, that Apple is interested in NUMBERS, just for the sake of numbers.

    What if they are more focused on PROFITS?

    There are other ways to maintain profit without necessarily increasing hardware market share.

    They have already said they are not producing jumbo screened smartphones, showing that their focus is still a niche market.

    It will be interesting to observe what rabbit they will pull out of the hat to maintain their sky_high profit level…

  3. I don’t trust the profits that Samsung declares, I believe they make far more than that but declare less because of tax and other issues.

    Apple is an American company, they declare everything.

  4. Bosun, I understand Google, another American company, uses creative accounting methods to avoid taxation.

    and they save quite a bundle- doing that.

    I want to believe Apple does the same.

    you can bet your Fedora on that!

  5. Ok, see I have predicted a lot of things, which came to pass. I love this prediction 3years ago: That Tecno etal will kill NOKIA from bottom,while Samsung etal will kill NOKIA from the top.
    Now, in the 3rd or 4th year from the year Mr Mo said Android also rule the tablet niche, Apple will avoid a near death experience by commercializing her Mobile OS, a generic of the Android style. If they dont! Apple will go into a comma,never. I mean never to wake up AGAIN.
    Remember it was predicted HERE!

  6. Android may rule the tablet world but you cannot deny the experience on the iPad. I think after taking over dominate, Google needs to work on its tablet apps. A lot there are over blown phone apps and makes the tablet experience less I interesting compared to iPads. Just as Google declared project butter on their smartphone OS, they need something of such for the tablets.

  7. Google needs to work on its tablet apps. A lot there are over blown phone apps and makes the tablet experience less I interesting compared to iPads.

    Amen. I really detest the above phenomenon. It just makes the experience on Android tablets so bland!

  8. Apple as a company is still doing quite well and will for a very long time remain very profitable because most of their users are not even going to give alternative products a look-in and are just very happy with their iDevices. Though Apple may have lost out in the devices sales numbers, because of the high profit margins they make from sales of their products, they will remain on top for a long time. They flip side is that if they do not pay attention to Android’s dominance of the tablet space too and let it grow as wide as in the smartphone market because of their superior profit when compared to the competitors, Google will soon overtake them in the contents stores sales and profit too.

  9. I don’t think Apple would do anything drastic, Thhey have aimed to make profit over mindless market share. Apple products have their cool factor because of price and premium feel, I don’t see them changing any of that just to have the numbers.

    if you want to understand how Apple works ask yourself this simple question

    Do you want 50% of 1000 Naira, or do want to have 20% of 200,000 Naira.

    These other OEMs beside Samsung sell their tablets for cheap (ala $200 Acer tablets) and make very little profit. Apple makes billions on very attractive margins (the iPhone costs less than $200 and is sold for almost $700, so do the market)

  10. Android may have the largest piece of the pie but Apple is the one that is smiling to the bank, don’t forget that 56% is spread across samsung , Sony, LG , HTC …

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