Apple had been on a run of 13 quarters of declining year-on-year shipments, but with solid Q3 2017 results, the company just strung together two straight quarters of year-on-year growth. During Q3 2017, Huawei and Amazon also kept up their pace of strong gains in their respective corners of the Android market, while Lenovo bounced back to positive growth with good footing in the Android and Windows segments. Despite this progress, Android market leader Samsung posted negative shipment growth in Q3 2017 and the overall tablet market still declined by 6% year-on-year. Is a recovery underway or is this just consolidation in the midst of a longer period of market contraction? Can other vendors change their strategies to push the market back into positive territory?

This is why strategies must change to unlock greater market growth and reach customers whom are hiding in plain view but are unimpressed with their current choices. By determining how competitors are positioned in the market, how to improve tablet portfolio/pricing, and which channels can improve market performance, industry players can be empowered to successfully approach the market and find the right customers.

This report contains quarterly global tablet shipments, values, and average selling prices (ASPs) by major vendor and by operating system from Q1 2010 through Q3 2017 with an estimate for Q4 2017. Regions covered include North America, Western Europe, Asia Pacific, Central & Latin America, Central & Eastern Europe, and Africa & Middle East. This report updates and supersedes Global Tablet Vendor & OS, Unit & Value Market Share by Region: Q2 2017 published in August 2017.