The global tablet market ended 2015 with its worst year-on-year performance ever, says Strategy Analytics.
Shipments fell 11 percent to 69.9 million units during the fourth quarter and fell 8 percent to 224.3 million units for the full year of 2015, according to the new “Preliminary Global Tablet Shipments and Market Share by Operating System: Q4 2015” report from Strategy Analytics’ Tablet & Touchscreen Strategies (TTS) service.
Bright spots in the tablet market continued to be in the 2-in-1 Tablet and Windows Tablet segments while Traditional Slates continued their downward slide.
“Apple suffered big setbacks this year as a lack of innovation during the last several years caught up to iPad sales,” comments Peter King, Research Director, Tablet & Touchscreen Strategies service. “Instead, Apple has focused on its MacBooks, iPhone 6/6+, and Apple Watch releases. The launch of the iPad Pro failed to meet expectations during the quarter. While we see real long-term potential for iPad Pro in the enterprise and verticals, there was not enough demand to move the needle in Q4.”