Apple might have once owned the tablet market, but Microsoft is making rapid advances in sales — and may even be approaching iPad numbers by 2019, according to a new “Tablet Operating System Forecast” report by Strategy Analytics.
Summarizing the first nine months of 2015, and extrapolating the trends to try and predict the next few years, the report reveals how sales of Windows tablets are up 58 percent compared to 2014, and are on track to sell 22 million this year. That’s 10 percent of the market, compared to Apple’s 22 percent.
The remaining 68 percent of the market is taken up by Android tablets.
Strategy Analytics thinks that, over time, this is likely to mean that Microsoft will sell 49 million tablets per year, more than twice its number in 2015. If this is accurate, the research firm thinks that Microsoft will hold 18 percent of the tablet market, Apple will have 23 percent, and Google will own 59 percent.
Personally I’m skeptical about trying to draw long-term conclusions about where certain markets are headed, but it’s definitely interesting to see that Microsoft is no longer a bit player in the tablet industry.
I’m a massive Apple fan, but based on the lukewarm reviews the iPad Pro received (which was widely viewed as a device with the potential to turn around Apple’s flagging iPad business) and the impressive work Microsoft has done with devices like the Surface, I’m not surprised to see Microsoft start to catch up in terms of sales.
You can read a debate about Microsoft and Apple’s tablet strategies, between myself and my Cult of Android frenemy Killian Bell, by clicking here.
Via: TechRadar
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
67 responses to “Microsoft’s tablets are eating away at iPad sales”
considering apple just came out with a new ipad category this report is pretty much useless.
Huh? What new category?
Its a new form factor. The mini boosted sales, just like this will. I didn’t say a new product category, I said a new iPad category. “Form Factor” or “line” probably would have been better.
Oh. Ok. But it was done before by Samsung. But it has never been done on IOS so you are correct…and Apple has a faithful following.
This won’t boost sales. IPad pro is too expensive and too limited. Too expensive for casuals, too limited for professionals.
Good summary. I have a word for that which I recently learned from Mr. Cook: diluted. :)
The new category of giant phone. (That can’t make calls.)
LOL
What? “Bigger iPad”?
God, forgive him, he doesn’t know what he’s talking about. Delusional :)
Keep trolling as you always do, Boris.
“trolling as you always do”??? You must have been mistaken me with someone else, go check a brain specialist bro, this is a friendly advice :)
Your comment history says otherwise.
Oh, really? Please do go through my comment history and point me which one of my comments and responses to trolling idiots are actually trolling. And please do tell me your definition of Trolling. Cuz as I can see, what you said is trolling, it was a simple joke. You know how to handle jokes, right?. And those comments where you think are trolling, please do see the whole conversation, cuz most of them are answers to one of the biggest trolls here The Magic Christian. Speaking about trolling, visit his profile and then come back and talk to me about trolling.
You’re dismissed! :)
Was that a referral?
Well, you are the most famous troll around, of course it is a referral. Finally you win something in your life, the best troll around. Congrats Herbert :)
Not coming from you. I rather get a medal from Hitler.
Hitler was dealing with people like you in a different way (you don’t wanna know the way) LOL.
LOL. You’re delusional.
Not quite. I said new iPad not new product category. Considering they cant even keep these in stock, im sure it will be another “flop” like the Apple watch.
even more delusional.
Ok, troll.
Erm, no.
Bigger with a stylus isn’t a new category, I think even Samsung had that before now. And the ‘not very smart’ keyboard? Yeah, no trackpad, and a foldup design, again, 3rd parties have been making those for years. It’s a big ipad, as predicted in memes from years ago. It’s still just an iPad, running iOS.
I have and iPad and a Surface, I haven’t touched my iPad since I got the Surface because it has way too many limitations in way too many areas. I was expecting Apple to come out with something new and interesting with the Pro, sadly it was more of the same so not really surprising it had a lukewarm reception, especially at the ridiculous price being asked.
You are clueless
Cool story troll. This post is nothing but worthless speculation. Apple has been “declining” every year since 2007.
I used a Surface Pro, I used an ipad air, and I bought a Surface Pro.
I bought an Asus Netbook. Later, I saw an iPad and thought, “what a piece of shit”. Ditto anything running Microsoft software.
NB
The eee m/c aforementioned runs Mac OS
Ignoring that your data point seems about 7 years out of date, it sounds like the ipad was made for you. I should have added that I bought ipad air and then thought “what a piece of shit” then gave it to my wife. She uses it for all kinds of email, youtube, facebook, and other wonderful tasks requiring a $500 device.
No, the ipad was not made for me. It is massively overpriced and, to simplify, “hasn’t got a leg to stand on.” Glad your wife likes hers though. Would you like a glass of water?
If you don’t mind, thanks.
“Lowly stuff” indeed… :)
Also called “legacy” apps by those who insist that each icon and UI element be at least the size of a thumbnail. wink wink.
Still usable though. Yeah, you can go on an on about how it isn’t pleasing to the customer, why you need to have finger gestures on your tablet (gestures too hard to use and too “undiscoverable” sorry), but you fail to realize that maybe its also “pleasing” to the customer to have a full version of iTunes on an 8-inch slate, small icons or no small icons since it can mean the difference between a bricked iPhone or not.
“Fail”? I think you missed my slight tint of sarcasm there? :)
I’m a pen lover, so I don’t mind “legacy” apps on a tablet at all. I’m also a multitasker, and I would want to connect instruments/controllers to my mobile device (whether it’s 8″ or 13″).
Please also look at the other comment by John Lehmkuhl somewhere down here–he addressed very valid concerns/requirements for working pros.
Lol. Sorry bout that.
Nah, it’s aight bro.. :)
All Windows makers, not only Microsoft
That was the plan, to pump up the market for windows tablets. Not just MS.
Good thing that this article is running now. Let’s see the numbers after the holiday buying season. Obviously the iPad Pro answers some short comings and introduces new features (at least to iPads). If the other tables keep similar numbers after the holidays, I’ll be impressed.
Apple sales spike around the holiday season and fall away after just like any other company. They dont stay at a consistent level across the whole calender year.
If Apple introduces mouse support I’ll be impressed, or maybe even sd card or a USB port.. something. Right now it answers almost nothing besides having two apps next to each other (woopie). I doubt this will stop the slide of iPad, it really isn’t that good anymore. It was great in 2010 but times have moved on.
Does it even come with a floppy? ;) I think it will sell and sell well over the holidays and into the following year… but like the article I’m only speculating.
No doubt it’ll sell pretty well, floppy or not. Though I think a floppy would really sell it.
Yeah. Just have to wait and see how it does. I’m not much of an iPad user. I consume video on it and it’s there on the coffee table for a quick look up for some piece of info. (My wife and kids love their iPads and are on them most evenings.) The iPad Pro is interesting but doesn’t work into my work flow right now. Once I see one in action, I may change my mind.
I had lots of problems getting it to do what I wanted, not really the iPads fault, at heart, I’m a desktop user and iPad apps just weren’t doing it for me, so 99% of the time it was used to remote into my macs and pc’s. The lack of mouse driver was always an annoyance, especially as you could use one when jail broken. A simple BT mouse driver, is it really that hard to add one natively?
That sort of bloody mindedness drives me crazy, and now the iPad pro comes out.. still no mouse driver! The on screen versions used with most remote software works in a pinch though. The iPad actually makes a decent remote, with mouse, would be ideal, but no. So now I use the Surface, desktop built in and I can still remote to my Macs and PC’s and use mose and touch or pen.
For people like me who find mobile apps, Apple or PC to be lacking in depth and ability, the Surface or equivalents are a much better experience. Full programs, vast quantities of everything available in the PC world in the way of accessories and program variety. I don’t miss the iPad one bit, as the Surface is what I’d hoped the iPad would eventually become, a real system without arbitrary limitations imposed and a full OS. Seems like Tim Cook is determined that’ll never happen at Apple. Well that’s his decision to make, despite the fact that it’s what many people really want. I find his lack of vision troubling, but it’s no longer my problem. I’ve moved on.
Isn’t Strategy Analytics firmly in the Windows camp? Don’t they periodically run “analyses” predicting doom and gloom for the various iOS devices in favor of Windows and/or Android? Seems like I’ve seen them skewered by a mythical beast with a Macintosh for a head . . .
Ooh er, missus, competitive markets. That won’t do will it, Fanbois?
I always get a laugh at how these people project numbers years in advance. Three years ago Windows Phone was projected to have more market share than iOS at this point and Windows Phone only lost market share from that prediction point. It’s so easy for bloggers to talk smack. Sometimes sales surges take place and then taper off like what happened to iPad sales.
Apple fanboys ignoring these numbers in 3,2,1….
Haters having orgasm about these numbers in 3,2,1….
oh, here’s one… welcome :)
L M F A O!Its hilarious how media see Apple’s declining Ipad sales as this massive company problem!
Apple’s last quarter results which proved they are OBLITERATING everyone in the phone market bagging 95 percent of all profits from that market share and that Imac sales were up through the roof since last quarter prove Apple has NOTHING to worry about.
Ever since Apple went in to the Phablet phone market with the 6 and 6 Plus it was inevitable that it would hurt their Ipad sales and also the fact that Ipads are not year on year upgrades like Phones are.
Why would Apple care that its Ipad sales are declining when it makes more money from selling an Iphone or an Imac?LOL
When rivals like Samsung bring out 2 brand new design phones and watch them become the worst ever selling Galaxy phones selling a pathetic 10 Million in 4 months compared to Apple Iphone 6s selling 13 Million in its first weekend Apple has NOTHING to worry about.LOL
Welp, I’d say that making most of the money from a single product line *is* a problem. In the unlikely event that next year’s iPhone is a dud, that would be a big problem.
I’m pretty sure Tim Cooke realizes this too, hence the iPad Pro. And the Apple TV. And the Apple Watch. And all the other products they keep on making. Even MacBooks.
L M F A O!!
NO it is NOT a problem!
Apple earned a whopping 35 Billion profit last quarter from Iphone sales alone, please explain to me how that is a problem?LOL
Iphone sales are up, Mac sales are up the two products that make APPLE THE MOST MONEY and most profit!
The Iphone 7 will never be a dud, ONLY samsung cry babies will hope and pray its a dud just like they hope and prayed the 6S would be…..then it sold 13 Million in 3 days.
Apple could stop making tablets all together and still make Billions profit each quarter just from Iphones,Macs and Apple Tv’s.
Samsung posted their 5th straight quarterly loss last quarter losing Billions…now that IS A PROBLEM!LOL
There’s a reason MS has a tripple A rating, it’s solid, diversified and also making plenty of money. Apple does have a massive problem with it’s iPhone. It’s great and hugely profitable, until it gets Blackberried or Nokia’d. The iPhone is a huge chunk of it’s market, if that drops in popularity, there goes the biggest chunk of revenue, also ‘halo’ sales of other Apple products drop, as does the app store, music store, apple tv and all the other stuff revolving around the iPhone. Make no mistake, much of that is linked to the iPhone’s popularity.
All those billions in value can be wiped in seconds if the stock market turns. It’s happened too many times before to ignore. I’m not predicting the fall of the iPhone, or Apple, but it only takes a shift in consumer preferences from the iPhone to the next cool toy to kill over 70% of Apples profits as a vast amount is satellite to the phone. It’s not a good position to be in, no matter how well it’s doing now. Apple is desperately trying to work it’s way deeper into enterprise for long term stability because consumers are fickle.
Just sayin’
L M F A O the Iphone will NEVER EVER be Blackberried!
Every Iphone that is released ALWAYS destroys the previous record set by its predecessor and has been like that ever since 2007.
Look at Samsung, released 2 brand new design Galaxy phones and they were the WORST selling Galaxy phones ever!LOL
Ever since Apple entered the phablet market with the 6 Plus it was game over for Samsung.The fact that the 2 new Galaxy phones sold a pathetically bad 10 Million in 4 months prove more and more people are leaving Samsung and going over to Apple.
The 6S was not a massive upgrade from the 6 yet it still sold 13 Million in its first weekend once again easily destroying Samsung.
Samsung is the company who should be worried, they have had 5 consecutive quarterly losses proving more and more people are moving away from their products, Apple has had 5 straight record breaking quarters even tho the Ipad sales are getting worse as Iphone and Mac sales are through the roof.
Like I said above the people who have bought a 6 Plus or 6 S Plus do not need to ever use an ipad mini no more, something I have not done since getting the 6 Plus and I.m sure Millions of other 6 Plus and 6S Plus owners feel the same.
Ipads are not year on year upgrades like mobiles are, add what I have just said above and its OBVIOUS that Ipad sales would be declining.
Media and haters like you get all giddy thinking this means Apple is doomed which is hilarious.
When Apple has 5 straight quarterly losses like Samsung has had, then you can start to say Apple may be doomed, so until then keep wiping your tears away as your hero Samsung is finished in the mobile and Phablet market!LOL
Are you high? I specifically said that I’m not predicting the doom of either iPhone or Apple, I don’t own anything Samsung or Android, I use Apple and PC stuff and I have piles of both.
Sitting here, I am surrounded by about 12 Apple devices, so check the fanboyism, I use both systems because I’m not a fanatic nutbag. I’ve used Macs since the Quadra 800 days, I’ve used PC’s since Windows 3, linux since Redhat came out in ’95 and before that, Amiga and so-on back to ’84. I’ve seen enough systems, manufacturers and companies go bust over the last 30 plus years to make your eyes water.
Looks like Tiger-man has problems reading.
Your post is also spot on. Apple’s market valuation is literally the world’s biggest bet.
And whilst the larger screen iPhone 6 may have arrested the market share decline a bit, ten years is a very long time in tech.
The Surface Pro 4 is a really nice device. Maybe if Apple put OS X on the iPad Pro that would have really helped sales as I’ve read many people are looking for OS X on the iPad and the Pro would have been a great option for it.
Once I upgrade my iPhone to the bigger iPhone I will get rid of my iPad2 and get a Surface Pro.
Well you can install OS-X Capitano and Linux through VMware on the Surface if you really want to. It’s not like you can’t have a touch enabled OS-X if you want to try it.
You are clueless.
I’m hesitant to say anything. But I hope someone at Apple will read this and take heart. The decisions Apple have taken over the last few years are not for the better, imho. Bringing out a bigger-overpriced iPad that is still just an iPad is a foolish thing to do when your most serious competitor has married their operating system into working on desktops, laptops and mobile devices. I am a huge Apple fanboy since 1985 (used to sell Apple IIe’s with Passport Master Tracks pro before the Mac came out) – I have earned my entire living for over 25 years as a sound designer (25 years with Korg) and professional musician working exclusively with Apple computers. But I am sincerely concerned. There is confusion at Apple in what they are doing. A car?? Ignoring that they have truly the WORST possible user experience when you call up the MUSIC app?? Are you kidding me??? Anybody with any brains can look at the tea leaves and see that other companies are not shriveling in the corner, hoping the end comes soon. It’s very clear (to me) that in the next year (maybe a bit longer), Apple will have to (hate to save it) copy what other companies are doing to stay in the race and integrate iOS and OS X truly into one new OS. I’d love to work on Logic Pro X on a portable tablet, then walk into my studio and everything transfers to my studio computer to continue working on it… The surface is serious. M$ is on iteration 4 of the concept and getting better all the time. Apple: just making things bigger and adding “control+click” to iOS and calling it a catchy new technology (so upgrade your phone!) just isn’t enough when you have real competition. PLEASE Wake Up.
Firstly, I don’t know what to expect with the Mac regarding native multitouch.
I’ve learned that the best way now to get the experience in some Mac apps (DAW in this case) is to get a multitouch LCD and shell out some more cash for a good 3rd party touch driver (you must have seen some videos made by multitouch DAW specialists on Youtube). Well at least that solves it on the desktop. I was going to consider Logic as my main DAW, but now I’m leaning toward Presonus and Bitwig, partly because they’re multi-platform, and they have stated support for multitouch (with Bitwig looking to be the more innovative/explorative here).
I’ve got to say, reliance on the mouse has made my arm/hand somewhat lazy and it potentially will cause me more trouble due to RSI than if I get the whole arms more active by using multitouch screens or other methods that involve more full-body motion. It’s also far more intuitive to use multitouch screen (and pen) at the top of a piano/keyboard, for example, when I’m practicing/composing.
The Surface tablets are way too expensive as the one with the most features is almost $2000 and to me I’d rather get a desktop that I can expand more than a surface that is limited in graphics and storage etc. The iPad is just an extension of your mac and can do a lot of things really easily and you don’t need a whole lot of storage and the new Pro is a great iPad and is very powerful. I also don’t like Windows 10!
ipad too expensive as a companion device. $799 is primary device money. Buy cheaper tablet. Acer, HP, Lenovo, Asus. miPad, Cherry Mobile etc. makes those.
I installed El Capitan on an older macbook and it’s like molasses in places. It doesn’t look good compared to S L or M L and doesn’t ‘feel’ like an improvement, if you know what I mean. My Mac Mini with Snow Leopard ‘feels’ good.
The last time I saw a ratings slant like that was for server. Not good.
What Lukewarm reviews? most of the reviews I’ve seen have focused on how much better the Pencil is than anything else including Wacom styluses on other platforms. (I haven’t had a chance to try it myself but most of the reviews I’ve seen have been super positive and I’m having a hard time not buying one.)
Right now Apple is competing against two things. One the hardware costs to build a crappy tablet have dropped through the floor, so Joe Walmart will buy a 7 inch tablet at 80 bucks and call it a day. Plus all those people with iPad 2s don’t need new ones. Because most of what people use tablets for is watching Netflix and browsing the web. iPad 2s 3s and 4s still do that very well.
Unfortunately Apple is also still quite hesitant to change the app restrictions enough to make owning an iPad more useful than it is. (IE no universal user accessible file system, which means no torrent clients, no downloading music from anything but iTunes. Though you can use streaming services.) Now streaming services are fine (especially if you like shelling out money regularly.) But streaming services can be run on anything. All the things that would let me download a file and then create with it are still ham strung on iOS. This is less of a problem on the phone because I want to communicate with my phone.
Right now Apple seems to think creating on the iPad is as easy as it is on the Mac. And I think part of the problem is that they know how to do that in a lot of cases. But if someone is going to pay 500 for a tablet, it better be more than a powerful processor and a phone OS. However iOS is still VERY much a phone OS. Which was great when it was just on phones. Android was a bad phone OS because it was more of a general purpose OS, with some desktop things in mind.
If Apple wants to push iPad sales, they need to make sure that iOS 10 on the iPad Pro feels legit pro. iOS at least on iPad needs to get a lot more pro focused. I think what they’d be wise to do is try porting Final Cut Pro to the iPad, and then figure out all the bumps that would cause problems there, and then fix the OS so that those bumps don’t exist. (I mean in terms of importing media to the device, from apps, and then into Final Cut Pro. If they can sort all that stuff out so it’s easy then the iPad will be able to resist against Windows.)
Right now Windows offers “everything you currently do with no changes.” That’s a pretty good sell, even if people currently hate their Windows boxes.
The iPad will remain the king of tablets for many years. iOS ecosystem is so solid that MS will find that hard to break. I wanted to get the surface, but since it cannot launch iOS apps that I have been accustomed to all these years, I upgraded to the iPad Pro instead, and I am very happy with it. Yes, it is basically a bigger iPad, but that”s because that is all I use it for. My user needs have not changed, so I am not really taking advantage of all the power of the iPad Pro, but so what? The bigger screen and faster processor is good enough reason to make me a happy camper. No regrets upgrading from an iPad Air 2.