Too much of my time is devoted to travel. It may sound glamorous, but once you’ve gone to 17 destinations in a few weeks, the travel bug can be declared dead and buried. As it turns out, I was traveling last week when I read a new IDC report about iPad’s market share dipping to 40-percent.
I know, I know. Apple is doomed, right?
Humans are interesting creatures. We keep track of details which are seldom important. What was the highest grossing movie of all time? Wouldn’t it be more telling to know which movie has been seen by the most number of people?
International Data Corporation tracks things, including PCs, smartphones, and now, tablets. Their latest report says Apple’s share of the worldwide tablet market has dropped to under 40-percent.
Oh, the humanity. How can Apple possibly survive?
Let’s read between IDC’s lines to get a clearer picture of what’s actually happening? Why? Because IDC says six out of every 10 tablets is not an iPad. Look around. Does that seem right? Have you seen anything that resembles that ratio?
No, of course not. Why not?
Because the numbers are not true, they’re not factual, therefore, they’re not accurate. First, IDC uses the term shipments. That’s not accurate, either. They don’t track shipments. IDC creates estimates based upon educated guesses.
With one exception, IDC does not count sales or shipments. They simply guess. What’s the exception? Apple provides actual sales numbers for iPad’s sold in any given quarter. Apple is the only company to do so.
When has Amazon ever released a specific number of Kindles sold? Where’s Google’s list of Android tablets sold? What about Microsoft’s Surface?
Samsung and other manufacturers don’t publish their sales numbers for obvious reasons. They don’t know, either. They ship tablets out the door, and IDC and others guess at the number, but it’s all wink wink, nod nod. For all anyone knows, 60-percent of the tablet market could still be sitting in warehouses.
That’s a dirty little secret which is exposed by other data which also requires a little reading between the lines. Other data? Yes, Apple’s iPhone and iPad get used by owners far more than all other mobile devices combined. A good example of real world data comes from NetMarketShare.
Their online tracking data shows iOS device users account for about 60-percent of all mobile device web usage. Android’s total is less than half of Apple’s, but BlackBerry, Windows Phone, and friends are far down the list into insignificant number territory.
My father once said that in war, information is the first casualty. Business can be like war, and accurate information is difficult to obtain and requires a little work. To make it easier, let’s do a simple test. Look around the rest of the day. Chances are very good you’ll see more iPhones than Android smartphones. And you’ll see more iPads than all other tablets combined.
Guesses are made up of numbers, but not all numbers are guesses.