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NPD DisplaySearch: In a Maturing Tablet PC Market, Apple and Samsung Face Growth Declines

Figure: Tablet PC Panel Shipments
Source: NPD DisplaySearch Monthly Tablet PC Panel Shipment & Value Chain Report
Figure: Tablet PC Panel Shipments Source: NPD DisplaySearch Monthly Tablet PC Panel Shipment & Value Chain Report

As the tablet PC market matures and growth slows, the dominance of market leaders Apple and Samsung is weakening. According to the latest NPD DisplaySearch Monthly Tablet PC Panel Shipment & Value Chain Report, total tablet PC display shipments declined 10% Y/Y in 1H’14, while combined tablet PC display shipments to Apple and Samsung fell 34%. While the two companies had a 42% share of tablet PC panel shipments in 1H’13, their combined share dropped to 29% in 1H’14.

“As the tablet PC category matures, Apple and Samsung are facing new growth challenges,” said Brian Huh, senior analyst for small/medium displays for NPD DisplaySearch. “The tablet PC leaders have been dealing with an increase in large-screen smartphone sales, a slowdown in the consumer replacement cycle, and greater competition from white-box brands and other low-cost tablet PCs.”

Total tablet PC panel shipments to Apple were just 31 million in 1H’14, down 14% Y/Y. During that same period, 14.7 million panels shipped to Samsung, down 29% Y/Y

In Q4’13, Apple launched its new high-end iPad series, with the 7.9“ iPad mini retina display and the 9.7” iPad air. Panel shipment levels were increased to satisfy new-product demand and year-end seasonality. However, since the beginning of this year, demand rapidly decreased, which forced LG Display, Samsung Display, Sharp, and AUO to ship fewer panels than previously planned.

Samsung also focused on the high-end tablet PC segment, led by the Galaxy Tab, Tab Pro, and Galaxy Note Pro devices; however, like Apple, panel shipment demand also decreased significantly in the first half of this year. Samsung released new products, like the 8.4“, 10.1”, and 12.2“ WQXGA (2560ื1600) panels, in Q1’14; however, demand did not keep pace with previous market expectations. Furthermore, mid-level tablet PC panel shipments for Samsung’s 7”, 8“, and 10.1” WXGA (1280ื800) products also declined, which caused JDI, Samsung Display, and BOE to reduce tablet PC panel production in 2014.

The NPD DisplaySearch Monthly Tablet PC Panel Shipment & Value Chain Report maps the relationships between panel suppliers and purchasers with actual shipment information and provides a clear understanding of industry relationships that drive this category. For more information, please contact Charles Camaroto at 888.436.7673 or 516.625.2452, e-mail, or contact your regional NPD DisplaySearch office in China, Japan, Korea or Taiwan.

About NPD DisplaySearch
NPD DisplaySearch, part of The NPD Group, provides global market research and consulting specializing in the display supply chain, including trend information, forecasts and analyses developed by a global team of experienced analysts with extensive industry knowledge. NPD DisplaySearch supply chain expertise complements sell-through information from The NPD Group, thereby providing a true end-to-end view of the display supply chain from materials and components to shipments of electronic devices with displays to sales of major consumer and commercial channels. For more information, visit us at Read our blog at and follow us on Twitter at @DisplaySearch.

About The NPD Group, Inc.
The NPD Group provides global information and advisory services to drive better business decisions. By combining unique data assets with unmatched industry expertise, we help our clients track their markets, understand consumers, and drive profitable growth. Practice areas include automotive, beauty, consumer electronics, entertainment, fashion, food/foodservice, home, luxury, mobile, office supplies, sports, technology, toys, and video games. For more information, visit and Follow us on Twitter at @npdtech and @npdgroup.

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