With no new iPad product launches in the second or third quarter to drive volume, Apple experienced a quarter-over-quarter decline in shipments from 14.6 million in 2Q13 to 14.1 million in 3Q13. Year over year, iPad shipments grew less than one percent. Apple's slowing growth—caused in part by its decision in late 2012 to move its product launches from earlier in the year to the fourth quarter—has caused the company's tablet market share to slip to 29.6%, its lowest share to date. However, with the new iPad Air shipping November 1st and the refreshed iPad mini with Retina scheduled to roll out later in November, IDC expects Apple to enjoy robust shipment growth during the fourth quarter.
"With two 7.9-inch models starting at $299 and $399, and two 9.7-inch models starting at $399 and $499, Apple is taking steps to appeal to multiple segments," said Jitesh Ubrani, Research Analyst with IDC's Tablet Tracker. "While some undoubtedly hoped for more aggressive pricing from Apple, the current prices clearly reflect Apple's ongoing strategy to maintain its premium status. It's worth noting that Apple wasn't the only one to increase the price of its small-sized tablet during this product cycle: Both Google and Amazon increased the price of their newest 7-inch tablets from $199 to $229 to cover the higher costs associated with high resolution screens and better processors."
Samsung secured the second place position with shipments of about 9.7 million tablets and 20.4% of the worldwide market. ASUS shipped 3.5 million units during Q3 giving the company 7.4% market share.