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Amazon also managed to update its lineup, offering new tablets at a better price and expanding its Alexa service to the UK.Amazon is also the only major vendor that actively targets the kids' tablet market by offering a dedicated bundle inclusive of kid-friendly content – an approach that seems to have paid off as the company has managed to maintain a stronghold in the tablet market.Huawei's investment in brand marketing in Europe and Asia has continued to work well as the company finds itself among the top 5 for tablets as well as smartphones.With plenty of low-cost and cellular-enabled options, Huawei has been able to slowly steal share from rivals like Lenovo."The tablet market has essentially become a race to see if the burgeoning detachables category can grow fast enough to offset the long-term erosion of the slate market," said Linn Huang, research director, Devices & Displays at IDC."From that lens, the second quarter was a slight righting of the ship and there is still much to be hopeful about in the back half of 2017.However, with new product launches towards the end of the second quarter, the detachable market is expected to maintain a stronger position in the second half of the year.
The IDC has been tracking data like this for quite some time now, and is reporting that this trend hasn't changed for quarter 2 of 2017.
The IDC expects this slowing decline to continue throughout the rest of the year.
The new Microsoft and Apple product launches usually lead to inflated shipments in subsequent quarters, Windows' reintroduction to the ARM platform could help the middle of the market, and new Chrome OS devices should lead to a better market.
Samsung's sales numbers for tablets didn't change much, but market share increased from 15.4% in 2Q16 to 15.8%.
Huawei and Amazon, on the other hand, did quite well; Huawei increased shipments from 2.1 million this time last year to 3.0 million, making for a market share increase of 5.3% to 8%.