Fun with Data – Tablets in Europe – Price Wins
Apple’s (AAPL) iPad is the global leader in tablet sales, shipping 58.8m units last year and reaching a 37% share, but in one region during the 4th quarter of last year, Apple came in 2nd to Samsung, an unusual event. In EMEA in 4Q last year, Samsung Electronics outsold Apple by 14.7%, making it the 3rd year and the 5th quarter in a row that Samsung was able to beat out Apple tablet shipments in EMEA. Normally we would not focus on such data, as it is a relatively small part of the global picture, but we note that while 4Q outperformance by Samsung in EMEA tends to be a function of price, with the Galaxy Tab S7 being between 20% and 24% cheaper than the iPad Pro, Samsung shipped more tablets in EMEA for every quarter in 2020, which had not been the case in previous years.
It seems that the COVID-19 pandemic has made the government voucher programs installed to assist students with remote learning have not only increased tablet and notebook sales, as we have noted previously, but have focused consumers on lower-priced alternatives in order to be covered by voucher programs. While this is not particular to EMEA only, the data is quite obvious in EMEA, with y/y increases from other well-known but lower priced brands also seeing large increases in shipments in 4Q, with the only loss coming from Huawei, where US trade sanctions have made life difficult for the company outside of China. On an overall y/y basis 4Q tablet shipments were up 11.7% as shown below.
It seems that the COVID-19 pandemic has made the government voucher programs installed to assist students with remote learning have not only increased tablet and notebook sales, as we have noted previously, but have focused consumers on lower-priced alternatives in order to be covered by voucher programs. While this is not particular to EMEA only, the data is quite obvious in EMEA, with y/y increases from other well-known but lower priced brands also seeing large increases in shipments in 4Q, with the only loss coming from Huawei, where US trade sanctions have made life difficult for the company outside of China. On an overall y/y basis 4Q tablet shipments were up 11.7% as shown below.
Tablet Shipments – EMEA - Source: SCMR LLC, IDC
Tablet Brand Share - EMEA - 4Q 2020 - Source: SCMR LLC, IDC
- Tablet Share - EMEA - 4Q 2019 - Source: SCMR LLC, IDC
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