Apple and Sumsung lost their shares in the tablet market to smaller rivals like Huawei over the second quarter of the year, as global market shrinks by 7 percent on slow down in software innovation.
In the first quarter of the year, Apple and Samsung accounted for 45percent of the market however growth of vendors like LG, Huawei, and E FUN, in the second quarter saw their combined share dropped to 41percent.
Total shipments of the devices were recorded at 44.7 million units according to preliminary data from the International Data Corporation (IDC) Worldwide Quarterly Tablet Tracker.
Marked by little hardware innovation and limited vendor portfolio updates, the market also declined 3.9 percent compared to the first quarter of 2015.
“Beyond the decline, we’re seeing a profound shift in the vendor landscape as the top two vendors, Apple and Samsung, lose share in the overall market,” said IDC Research Director for Tablets, Jean Philippe Bouchard.
Each of the growing vendors managed to address available pockets of growth in the market; connected tablets for LG and Huawei, larger tablets and 2-in-1s in the right price bands for E FUN.
This trend is also seen by IDC on a wider scale with the top 5 vendors accounting for 54percent of the market, down from 58 percent last quarter.
The shift has granted Huawei an entry ticket into the top five ranking for the first time, while E FUN has re-entered the top 10 after more than a year, further indicating that the vendor landscape is indeed evolving.