The king of boards changes hands! Huawei surpasses Apple: The era of iPad as king is over

According to the China Tablet PC Quarterly Tracking Report for the fourth quarter of 2023 released by data company IDC, Huawei surpassed Apple for the first time to become the number one in the domestic tablet market.

This is also the first time since 2010 that the TOP1 brand has changed in quarterly shipments of domestic tablet computers.

Data shows that in the fourth quarter of 2023, China’s tablet market shipped approximately 8.17 million units, a year-on-year decrease of approximately 5.7%, of which the consumer market decreased by 7.3% year-on-year, and the commercial market increased by 13.8% year-on-year.

In terms of specific rankings, Huawei ranked first with a market share of 30.8% in the fourth quarter of 2023, a year-on-year increase of 9.6%; Apple fell by 6.7% to It ranks second with a market share of 30.5%.

At the same time, in the fourth quarter of 2023, the average unit price of China's tablet computer market fell by 2.5% compared with the previous quarter, mainly due to manufacturers taking advantage of the "Double Eleven" and year-end promotion seasons to launch more cost-effective products.

Looking at price segments, compared with the same period last year, the share of products priced below 2,000 yuan has increased significantly in the fourth quarter of 2023, while the market share of high-price segments above 4,000 yuan has declined rapidly.

IDC believes that thanks to changes in social lifestyles and the promotion of inherent technical factors such as mobile Internet multimedia technology, terminal platform capabilities, screen technology and high-performance storage, tablets Computers are moving out of the home and becoming one of the personal mobile computing terminals.

Written at the end

Huawei is an early domestic brand that has been involved in the field of tablet computers. After years of iteration, it has formed a tablet product line represented by the MatePad series.

In 2023, Huawei will not only bring consumers the new MatePad Pro high-end product line equipped with Kirin 9000S, but also launch the highly competitive new MatePad 11 and MatePad Air in the 2,000 yuan market and 3,000 yuan market. And it launched MatePad SE for the 100-yuan market, truly achieving full coverage of all price ranges.

Looking at Apple's new tablet products currently on sale, the lowest-priced ninth-generation iPad starts at 2,599 yuan, leaving a vacancy in its product line in the low-price market.

In terms of product strength, the ninth-generation iPad, which adopts a traditional design and starts with 64G, has no obvious competitive advantage in the price of 2,000 yuan, while the price of 2,000 yuan is the most competitive among major domestic products. Tablet PC manufacturers are the most competitive segment, so Apple has missed the opportunity to grow its share of products priced at 2,000 yuan and below.

The rapid decline in market share in the high-price segment above 4,000 yuan also means that more and more professional users are not satisfied with the productivity improvements that tablet computers can bring, and instead choose Other devices and stop shopping for high-end tablet devices.

The editor believes that the current high-end tablet computers can bring relatively limited improvements compared to mid-range products. The tablet computer market is still mainly entertainment-oriented. In 2000 Those mid-range tablet products with excellent screen display, much larger size than mobile phones, and usable performance in the Yuan price range are the choices of most people.

From the current situation of Huawei and Apple competing for hegemony in the domestic tablet market, it can be seen that the construction of tablet computer system ecology is particularly important. The ecological barriers formed by Hongmeng 4 and iPadOS have greatly affected consumption. choice when purchasing a tablet computer.

The highly ecological closed loop also means that users of mobile phone products of various brands will be more inclined to choose tablet products of that brand. The emergence of Huawei surpassing Apple to become the number one in the domestic tablet market is also related to Huawei's The strong return of the Mate60 series to the mobile phone market is closely related.

This year Huawei’s major heavyweight products are already on the horizon, and I believe that the most intense era of competition is coming.

The above is the detailed content of The king of boards changes hands! Huawei surpasses Apple: The era of iPad as king is over. For more information, please follow other related articles on the PHP Chinese website!