While Apple's share of the tablet market is still dominant - with 55 percent unit shipment share in the period - competition from tablets powered by Google's Android OS continue to eat away at Apple's success.
New data from market intelligence firm ABI Research shows that Apple has maintained its number-one position in the tablet market for ten straight quarters.
However, Apple's 55 percent share is its lowest since launching the iPad in 2010.
"With the introduction of a smaller, lower-cost iPad mini, Apple has acknowledged Android's beachhead of 7-inch-class tablets, though at the same time, it has failed to deliver a knock-out punch through innovation, pricing, and availability during the most critical selling period of the year," says senior practice director Jeff Orr.
Following Apple in shipment share this past quarter were Samsung, Amazon, and ASUS.
Rather than steal share from Android, ABI Research believes the iPad mini has caused demand for the new iPad 4 models to shift down-market.
Limited availability of iPad mini could be the saving grace as end-of-year buying ramps.
Android now powers more than 44 percent of tablet shipments. See: Android tablet reviews
"As the OS of choice for the majority of device OEMs, we expect the Android ecosystem to continue growing in numbers - new manufacturers, better device choices for reaching more markets, and more developers finding value from apps and content," adds Orr.
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