Apple one bite ahead of Microsoft in NZ detachable sales

IDC says Apple had a narrow lead over Microsoft in New Zealand sales of detachables – tablet devices with a vendor supplied detachable keyboard — in 2016

IDC says Apple had a narrow lead over Microsoft in New Zealand sales of detachables – tablet devices with a vendor supplied detachable keyboard — in 2016.

“Apple captured the top spot in 2016, with a total market share of 32 percent [25,600 units]. In number two was Microsoft, with a total market share of 31 percent,” IDC said. “This is the first year since 2013 that Microsoft has not held the highest full year shipments share in the detachable market.”

IDC said Apple had achieved 650 percent growth year over year, from a small based following its market entry late in 2015. Former market leader Microsoft grew sales just three percent.

IDC says 80,000 detachables were shipped into the New Zealand market in 2016, increasing from 55,000 in 2015, growth of around 45 percent year on year.HP (nine percent), Samsung (seven percent, and Acer (seven percent) made up the remaining top five vendors for the year, with the rest of the market accounting for less than 15 percent of shipments, IDC said.

Chayse Gorton, mobile device market analyst For IDC New Zealand, suggested two key reasons contributing to Microsoft’s fall from the number one position."Microsoft is facing increasing competition from the wide range of detachable models, running windows operating system. Competition has led to Microsoft's share of Windows detachable shipments falling from 58 percent in 2015, to 50 percent in 2016.”

He added "Competing Windows detachables often have similar specifications to Microsoft detachables, but are frequently sold at a lower price. Given New Zealand is a price conscious nation, a lower price, even by small a margin can be enough to entice a consumer to purchase from a competing vendor.”

IDC is forecasting 25 to 30 percent growth in detachable sales in 2017 and lesser growth in future years as the detachable ‘wow factor’ reduces and as consumers evaluate the added benefit over competing personal computers.

Last year IDC reported that sales of ‘slate tablets’ – those without a keyboard — were already declining, but at that time detachables were not full compensating of this decline.

In the first quarter of 2016 IDC reported a 142 percent increase in sales of detachables from Q1 of 2015, but insufficient to offset the decline in sales of slate tablets, which saw a one percent fall from sales from 68,000 in Q1 of 2015 to 67,000 in Q1 of 2016, CIO New Zealand reported.

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