Apple and Samsung Electronics Co. Ltd. saw double-digit declines in tablet shipments in the first quarter (Q1) of 2015, contributing to an eight percent contraction in the tablet market year-on-year. By contrast, smaller tablet vendors like Huawei, TCL-Alcatel and LG all saw increased device shipments for Q1 2015.

According to two new reports released Thursday by Strategy Analytics, worldwide tablet shipments for Q1 2015 dropped to 51.9 million units, down 8 percent from 56.7 million in Q1 2014 and 34 percent from 78.5 million units in Q4 2014.

Apple hung on to the number one spot with 12.6 million iPad shipped, down from 16.4 million shipped in Q1 2014 and Samsung remained in second place – number one among Android tablet vendors – with 8.8 million tablets shipped, down from 12.8 million shipped in Q1 2014.

“Apple has begun a marketing campaign to revive sales after a five quarter slump,” said Peter King, Service Director, Tablet and Touchscreen Strategies. “Recent history has shown that thinner and slightly faster SKUs aren’t going to bring iPad back to growth, but their work to address enterprise Tablet usage with IBM on the MobileFirst partnership and some new features rumored for upcoming models will position the company well for long-term growth.”

Strategy Analytics predicts that Samsung will reduce its tablet portfolio in 2015 and focus on fewer “strong performers” across the mid to low price tiers such as Tab S, Tab 4 and the new Tab A.

Huawei had a successful Q1 2015, having shipped 1.3 million units, a 147 percent year-on-year increase, claiming a total share of the tablet market of 2.4 percent and 3.5 percent of the Android tablet market.

Looking ahead at the end of 2015, Strategy Analytics predicts that worldwide tablet shipments will grow by one percent. North America will make up 28 percent of worldwide tablet shipments in 2015 and tablet user penetration in the region will top 49 percent. The world’s largest tablet market in 2015 will be Asia-Pacific, accounting for 35 percent of all tablet shipments worldwide.

Eric Smith, Senior Analyst, Tablet & Touchscreen Strategies, added, “2015 is shaping up to be a year of rebuilding for the major Tablet vendors while smaller, more nimble competitors gain ground with innovative new features and cellular-connected Tablets. Phenomenal historic growth has come to an end and a much more normal growth rate is now prevailing.”

View the full reports here: Global Tablet Vendor & OS, Unit & Value Market Share by Region: Q1 2015; Q2 2015: Tablet Shipments, Installed Base and Penetration Forecast by Country 2010 – 2019.

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