iPad sales fall to their lowest since launch in 2010.
Apple's iPad continues to be the best-selling tablet on the market having secured a 55 per cent shipment share in Q3, but ABI Research says Android-powered tablets have gobbled a 14 per cent share from Apple, which has pushed the stronghold to its lowest for ten consecutive quarters.
Samsung, Amazon and ASUS (in that order) have all prospered from Apple's decline, and ABI reckons the iPad Mini has prompted users to look for cheaper alternatives. The cheapest iPad mini model is priced at $329, which is rather steep when compared to the $199 Kindle Fire.
Limited availability of the shrunken iOS device is also expected to ramp up Android tablet sales ahead of Christmas, with the current Google OS-based share at 44 per cent.
Jeff Orr, senior practice director, ABI, said: "With the introduction of a smaller, lower-cost iPad mini, Apple has acknowledged Android's beachhead of seven-inch-class tablets, though at the same time, it has failed to deliver a knock-out punch through innovation, pricing, and availability during the most critical selling period of the year.
"As the OS of choice for the majority of device OEMs, we expect the Android ecosystem to continue growing in numbers – new manufacturers, better device choices for reaching more markets, and more developers finding value from apps and content."