Windows is Up, Android is Flat, iOS Falls

A variety of factors created ideal conditions for Windows tablets in Q2’15, with the OS’s market share ending the period at a record high of 9% worldwide.

Strategy Analytics’ new report ( shows that total tablet shipments fell 3% YoY in Q2: from 52.4 million to 50.8 million. While Windows tablets rose, Android’s share was flat at 70%, and Apple’s iOS continued to decline, ending at an all-time low of 21% (from 25% in Q2’14).

Vendors with strong 3G and 4G connected tablet strategies, such as Huawei, LG and TCL, gained market share in Q2. However, market leaders like Apple, Samsung and white box vendors continued to lose ground.

Strategy Analytics expects Apple’s fortunes to reverse soon, with the expected release of a new, larger iPad. Meanwhile, Windows share going forward will depend on the adoption of new convertible PCs by consumers.

Global Tablet Shipments and Market Share in Q2’15 (Preliminary) (Millions)
Vendor Q2’15 Units Q2’14 Units Q2’15 Market Share Q2’14 Market Share YoY Change
White Box 15.5 17.3 30.6% 33.0% -10.0%
Apple 10.9 13.3 21.5% 25.3% -18.0%
Samsung 8.0 8.0 15.7% 15.3% 0.0%
Lenovo 2.5 2.4 5.0% 4.6% 5.0%
Huawei 2.0 0.9 3.9% 1.6% 131.0%
LG 1.5 0.1 2.9% 0.2% 1189.0%
Total 50.8 52.4 100.0% 100.0% -3.0%
Source: Strategy Analytics