Android trumps iOS in tablet war as sales surge

Gartner warns future tablet battle will not be won on price alone

Android tablets snatched the market-leader crown from Apple last year, according to Gartner, which warned that future tablet sales will be based on more than just price as the market commoditises.

In 2013, global sales of tablets to end users reached 195.4 million units, up 68 per cent compared with 2012 - partly thanks to sales in emerging markets posting record annual growth of 145 per cent.

Although Apple managed to ship 70.4 million units last year - up from 61.5 million the year before - it surrendered its market-leader status to Android devices. In 2012, iOS took the majority share - 52.8 per cent - compared to Android's 45.8 per cent share, but last year the tables turned and the duo's respective shares stood at 36 per cent and 61.9 per cent.

Gartner said Apple suffered last year as first-time tablet buyers plumped for cheaper products with smaller screens, but added that its commitment to high-end products offering the full iOS experience will force rival vendors to up their games, even in the smaller-screen market in which Apple's iPad Mini products are thriving.

In the future, vendors will have to differentiate on more than just price to see similar surging sales, according to Gartner research director Roberta Cozza.

"In 2013, tablets became a mainstream phenomenon, with a vast choice of Android-based tablets being within the budget of mainstream consumers while still offering adequate specifications," she said.

"As the Android tablet market becomes highly commoditised, in 2014 it will be critical for vendors to focus on device experience and meaningful technology and ecosystem value - beyond just hardware and cost - to ensure brand loyalty and improved margins."

Microsoft managed to more than double its Surface shipments last year - shifting four million devices compared to just 1.7 million in 2012. But its market share remained minimal at just 2.1 per cent, up from one per cent the previous year.

"To compete, Microsoft needs to create a compelling ecosystem proposition for consumers and developers across all mobile devices, as tablets and smartphones become key devices for delivering applications and services to users beyond the PC," added Cozza.