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12 Dec 2016

Apple Capture Top Position in Detachable Market


AUCKLAND, 13th DECEMBER 2016: Apple have attained the number one spot in the detachable market for the first time since entering the market in late 2015, according to IDC New Zealand's recently published 2016 third quarter tablet shipment results. Apple's result pushes Microsoft off the number one spot, a position it held consecutively since mid-2014.

The detachable market grew 1% year on year for the July to September quarter reaching 18,500 shipments, a considerable slowdown compared with the growth rates observed earlier in the year. The detachable market grew 95% in the first half of 2016, compared to the first half of 2015. This growth is largely attributed to Apple entering the market in late 2015.

Chayse Gorton, Mobile Device Market Analyst for IDC New Zealand, says the detachable market is flattening off quicker than the slate market. Gorton says, consumers are evaluating the added value they get from detachable models over slates and laptops, and determining if this is worth the additional price. Many consumers, he believes, think the additional price of detachables exceeds the added benefit. Gorton adds, when slates were introduced they were seen as a new device, whereas detachables are considered a hybrid of a slate and a laptop.

Apple detachables have a strong presence in the consumer space, and are growing in the commercial segment. Gorton says, consumers see iOS detachables as entertainment devices, which is working in favour of Apple. When buyers want a productivity upgrade, they often purchase a laptop, but if the device is purchased as a secondary device then Apple detachables appear front of mind.

Despite the growth in the detachable market, overall, the New Zealand tablet market continues to decline year on year, and IDC forecasts this decline to continue at a decreasing rate into the foreseeable future.

Comparing total tablet shipments from July to September 2016, with the same period in 2015 shows a total market decline of 16%. This decline was due to shipment declines in slate tablets which fell 20% year on year.

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Slate/Detachable Tablet Definition:

A slate tablet is a portable, battery-powered computing device with a screen size 7”<16”. In addition to the attributes of a slate tablet, a detachable tablet is designed to function as a stand-alone slate tablet as well as a clamshell device through the addition of a detachable keyboard designed specifically for the device.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. With more than 1,100 analysts worldwide, IDC offers global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. IDC's analysis and insight helps IT professionals, business executives, and the investment community to make fact-based technology decisions and to achieve their key business objectives. Founded in 1964, IDC is a subsidiary of IDG, the world's leading technology media, research, and Events Company. To learn more about IDC, please visit Follow IDC on Twitter at @IDC.

All product and company names may be trademarks or registered trademarks of their respective holders.

Companies Covered

HP Inc., Samsung, Lenovo Group Limited., Apple Inc., Microsoft Corporation

Regions Covered

Asia Pacific

Topics Covered

Tablet PC

For more information, contact:

Chayse Gorton
0064 9 374 6693