Apple extended its lead over the global tablet sector in the fourth quarter of 2019, according to fresh statistics from research firm IDC, with the company gobbling up 36.5% of the market on strong demand for the new 10.2-inch iPad.
Apple's latest 10.2-inch iPad variant, released in September as an affordable alternative to iPad Pro, accounted for 65% of 15.9 million total iPad shipments during the three months ending in December, IDC estimates.
The tech giant maintained its dominant position during the important holiday quarter with a 36.5% marketshare, up 22.7% from 12.9 million shipments and a 29.6% share notched in the year ago quarter. Full-year metrics reveal similar results, with Apple taking 34.6% of the market on shipments of 49.9 million iPads, up 15.2% from a 43.3% marketshare on 43.3 million units shipped in 2018.
Apple's success comes as the wider industry contracts. Slate tablet shipments fell 79.3% to hit an all-time low during the last quarter of 2019, while full-year tablet shipments shrunk 1.5% year-over-year.
Samsung trailed Apple in quarter four with 7 million units shipped for a 16.1% share of the market, down 7.4% from 7.6 million shipments and a 17.3% marketshare in the same period last year. The Korean tech titan shipped 21.7 million units across 2019, down 7.2% from the year prior.
Huawei and Amazon placed third and fourth, respectively, on shipments of 4 million and 3.3 million units. While Huawei experienced a slight 2.8% slowdown in growth year-over-year, Amazon suffered a massive 29% downturn over the same period. Despite dismal holiday sales, Amazon was the only company aside from Apple to exhibit growth during a tough 2019.
Lenovo rounded out the top five with 2.5 million units shipped to capture 5.8% of the market during quarter four, up 8.3% year-over-year. Whole year sales dipped 4.3% from 8.8 million to 8.5 million, consistent with industry trends.