After the introduction of the iPad, competitors rushed into the market with their own tablets, and Apple saw its global market share decrease from about 60 percent in the beginning of 2011 to around 26 percent by late 2018. Apple continues to be the leading tablet vendor in the world though, with Samsung as its closest competitor.
Even though Apple is still the leading tablet vendor, the company no longer has the most popular operating system for tablets. Apple’s iOS market share has fallen sharply since the iPad’s initial release, while Android slowly gained market presence. Google’s Android operating system accounted for around 59 percent of all global tablet shipments as of the first quarter of 2019. With more companies entering the market and often providing products at a cheaper price, Apple’s overall market share is not expected to grow in the coming years, but it has retained its position as one of the market’s luxury options.
As of June 2019, aquapark.io was the most popular iPad apps in the Apple App Store, being downloaded over 6 million times in that month alone. Game is the most popular app category amongst iPad users, followed by entertainment and education.