Tablets have become ‘cheaper alternatives to PCs’ – Canalys

iPad scoops sales in Europe while Lenovo beats all with cheaper models

Apple’s decision to pimp out the iPad Pro with an all-new Mac-class M1 processor helped the company absolutely smash the tablet market in Western European , and probably the world.

Tablets have become ‘cheaper alternatives to PCs’ – Canalys

Fresh W. European PC market research from Canalys gives Apple 36% of Europe’s tablet market, up an impressive 73%. Lenovo grabbed 20% of the market and others (Amazon, Huawei, Samsung) lost share.

Tablet shipments in Western Europe grew by 18%, with 7.9 million units shipped, the analysts explained. Discussing this, Trang Pham, Research Analyst at Canalys said:

“Tablets are no longer just devices for entertainment but have emerged as cheaper alternatives to PCs for remote working and  learning, and are especially popular among students with basic needs.”

“Apple’s latest release of the M1-powered iPad Pro was warmly received in Western Europe. Lenovo came second, with a stellar 87% annual jump in shipments. Lenovo was quick to capitalize on the demand for tablets and delivered a wide range, including cheaper models, filling the gap that Apple leaves with its more costly iPads. The other vendors in the top five – Samsung, Huawei and Amazon – however, all suffered declining shipments,” said Canalys.

In Q2 2021, Western European PC shipments (desktops, notebooks and workstations) reached 15.0 million units, up 3% year on year. Post-COVID demand in 2021 has been stable thanks to lockdown-enforced lifestyle changes becoming permanent.

Shortages of key components remain a problem, limiting vendors’ orders and growth. Lenovo led the market, shipping 4.1 million units and taking a 27% share. HP came second, shipping 3.7 million units to take a 24% share. Dell, Acer and Apple completed the top five, with 14%, 10% and 9% shares respectively.

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