According to the global market intelligence provider TrendForce, the global shipment of the 7” tablets with WSVGA resolution and above totaled 41.1 million units in Q2, dropping 12.4% QoQ. The tablet shipment for the entire 2013 is estimated at 196.5 million units, consisting of 153.2 million units of brand tablets and 43.3 million units of white-box tablets.
According to TrendForce’s Research Director Eric Chiou, Apple as the largest tablet supplier saw its shipment drop from Q1’s 19.5 million units to 14.6 million units in Q2, due to the end of life cycle for 9.7” iPad, as well as iPad mini’s poor sales and inventory adjustments caused by the relatively high prices. On top of the quarterly drop as high as 25%, its market share has dropped to 35.5%, the new historical low.
Samsung’s ambition of boosting the tablet shipment was also shown by its Q2 shipment. Despite its slightly decreased shipment of 8.8 million units from the previous quarter, the Korean maker’s market share, supported by the newly launched 8” model, grew from 20.2% to 21.5%, still a remarkable result. As for the two leading PC brands, Asus and Acer, they both focused on under-$130 7” products, and with the price-cutting strategy were among a few brands counter to the declining trend, seeing an excellent QoQ growth of 60% and 36%, respectively.
“The two long-term winners of the entry-level tablet segment, Amazon and Google, showed unsatisfactory shipment results, holding shipment volumes of only 1.1 million and 0.9 million units, respectively,” Chiou indicated. Amazon’s new 2013 models will be available after September, while the 1st generation of Google’s fighter model Nexus 7 also approached the end of life cycle in Q2 and saw a significant drop in shipment.
The white-box tablets also experienced a decline in Q2. Smaller white-box tablet manufacturers faced cost increases and supply shortage of the key component RAM, while their room for survival was also squeezed by the brands’ strong promotion of entry-level tablets. As a result, the white-box tablets saw a shipment volume of only 9.7 million units, declining 7% QoQ.