Rising costs for everyday necessities such as groceries, gas and housing means less money in people’s pockets for products that fall under the luxury category. Therefore, tablets have experienced a shift from a work-from-home need to a luxury item, and the overall market fell 16% year on year in the third quarter of 2022. Despite this general market fall, some market vendors were able to successfully compete in the category by creating products and incentives that properly served their target audience. Apple remained the biggest player, with a 39% market share. The study attributes Apple’s dominance to its higher tier portfolio of products that appeals to wealthier customers who don’t suffer from the impact of inflation to the same extent. “Apple’s diverse portfolio stretching all the way to iPad Pros and iPad Airs running on M1 processors has boosted Apple’s ASP [average sale price] to $483 as users seek to do more on their tablets, including work, school, and play,” said Chirag Upadhyay, industry analyst at Strategy Analytics. Also: iPad Pro (2022) review: I’m cautiously optimistic. Or foolish “Both companies have ways of beating inflationary pressures, which will remain a key skill for the next couple of quarters,” said Eric Smith, director of connected computing at Strategy Analytics. At 7.2 million shipments, Samsung performed better than expected and held the second-largest market share at 19%. Its ever-growing Android portfolio plays a large role in this success. “Samsung got the closest to positive territory this quarter thanks to its diversified Android portfolio spanning the premium tier with the Galaxy Tab S8 series down to lower tiers with the Galaxy Tab A series,” says Smith.
