Tablet shipments in Europe in the third quarter saw the iPad as the only winner

New market intelligence reports show that tablet shipments in Western Europe fell sharply in the third quarter of 2021, with four of the five leading brands declining from the previous year from 20% to 53%.

Apple was the only tablet retailer to record an increase in sales during the quarter, enjoying a 33% increase in iPad shipments, compared to the previous year…

Canalys gives estimates.

Tablet shipments in Western Europe fell by 20%, with 6.9 million units shipped. “In the third quarter of 2020, the tablets had outstanding performance because they filled the gap created by the lack of computers. They now see a corrective decline because penetration within the primary user base is saturated, ”said analyst Trang Pham.

Despite the shrinking market, Apple didn’t seem to be affected. In recent quarters, Apple has increasingly expanded its market leadership with other tablet manufacturers. In the third quarter of 2021, Apple recorded a 33% increase over the previous year, while the other five leading vendors recorded a double-digit decline.

The company says that Samsung suffered the biggest drop, as the delivery of its tablets dropped by a huge 53%.

Canalys said Apple has benefited from two factors: new launches and good supply chain management, which has allowed it to better keep up with demand.

“Consistent iPad performance today is thanks to Apple’s dedicated focus on the tablet market. Apple continues to launch newer iPads year-round that cater to multiple customer segments. “Despite the crisis, Apple’s vertically integrated supply chain has isolated it well from bearing the burden of a corrective decline,” Pham said.

In the Western European computer market, all leading manufacturers have increased their deliveries this quarter. Apple took fourth place, behind HP, Lenovo and Dell. Mac shipments rose 27% year-over-year, with Apple increasing its market share from 11% to 12%.

The computer market in Western Europe has been on an upward trend for six consecutive quarters. “The figures prove the constant demand for PC devices,” said Trang Pham, an analyst at Canalys Research. “It’s no longer just about filling out backlogs, it’s about managing long-term demand, and this is good news for every single supplier operating in the market.”

Photo: Aleksandar Todov / Unsplash

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