Apple Silicon boosts Mac sales

Tablet and computer sales cooling after pandemic boost

SYDNEY, AUSTRALIA – Australian’s interest in Apple silicon computers and tablets are helping it gain market share, according to new research by emerging technology analyst firm Telsyte.

The Telsyte Australian Tablet Computer Study 2022 found that more than one in three (36%) Australians planning to purchase a computer in 2022 are considering Apple Silicon M1 devices.

First released in 2020 on Macs, the M1 also features in iPads and The Telsyte Australian Tablet Computer Study 2022 found that close to one in four (23%) iPads sold in 2021 contained the high-performance M1 chip.

Despite having an ARM version, Telsyte estimates less than 5 per cent of Windows compatible computers sold in 2021 featured an ARM processor, but this could increase substantially over the next two years. The advantage of better battery life and portability will appeal to businesses as Microsoft is set to follow Apple down the ARM path with recent announcements

With further software and app improvements to iPads to take full advantage of the M1 chips, Apple could introduce native Pro Mac apps like Final Cut and Logic for iPad Pros or develop a mode that allows iPads to run apps more like MacOS in coming WWDC announcements.

Tablet and computer sales soften as Macs and Chromebooks shine

 

The study found tablet and computer sales softened in 2021 with some 3.4 million tablets and 4.0 million computers sold. This was up 1.4 per cent and down 2.3 per cent respectively from a year ago. However, both figures are still higher than pre-pandemic levels.

The standout performance within the computer market includes Apple Mac computers and Chromebooks (although from a much smaller base), both grew strongly by 17 per cent and 15 per cent respectively.

According to Telsyte’s research, Apple remained the leading vendor in the tablet market with more than half of tablets sold in 2021 being iPads (iPads 53.6%, Android 16.0%, Windows 28.5%, ChromeOS 2.0%) and sales of iPads and Chromebook 2-in-1s grew by 5 per cent and 8 per cent respectively, while the other operating systems have experienced a decline in sales (3% and 2% respectively).

The top three tablet vendors in 2021 remained Apple, Samsung and Microsoft, with over 80 per cent of total sales combined.

Google’s Android and ChromeOS set for a surge

Google has two consumer operating systems – Android and ChromeOS – and affordable Chromebooks are starting to appeal to consumers beyond the education sector.

Telsyte’s research found the growing popularity of Chromebooks (both the 2-in-1 and laptop form factors) is making them increasingly competitive in both the tablet and computers markets, as an affordable computing device that also offers the full desktop web browsing experience.

The study found Lenovo is the leading Chromebook vendor in both the tablet (2-in-1) and computer markets.

Despite easing consumer demand for Android tablets, Telsyte expects Google’s refocus on Android tablets – with better software support from Android 13 – could improve productivity and potentially lift consumer and developer interest.

Android 13 is expected to have further user interface optimisation and gestures to take advantage of larger screens.

According to the study, 2-in-1s continued to dominate tablet sales with over 80 per cent of tablets sold in 2021 being 2-in-1s. Keyboard attachment rates continued to increase across all tablet operating systems, including Android tablets.

For further information on the study or media enquiries contact:

Foad Fadaghi
Managing Director
Tel: 1800 313 142
Email: ffadaghi@telsyte.com.au

Alvin Lee
Senior Analyst
Tel: 1800 313 142
Email: alee@telsyte.com.au

The Telsyte Australian Tablet Computer Market Study 2022 is a comprehensive study that provides subscribers with:

  • Market sizing, platform and vendor market shares and forecasts

  • End user trends across devices, application usage, platforms, channels and accessories

  • Tablet and computer purchase intentions and loyalty

  • Tablet audience estimates

  • Strategic analysis of market trends and issues

In preparing this study, Telsyte used:

  • Telsyte’s annual Digital Consumer survey conducted during December 2021 and 1st week of January 2022 with a representative sample of 1,114 respondents, 16 years and older.

  • Interviews conducted with executives from service providers, network operators, manufacturers, retailers, financial analysts and channel partners.

  • Financial reports released by service providers, manufacturers and retailers.

  • On-going monitoring of local and global market and vendor trends.

  • Analyst reviews of leading tablet and computer devices.

About Telsyte

Telsyte is Australia’s leading emerging technology analyst firm. Telsyte analysts deliver market research, insights and advisory into enterprise and consumer technologies. Telsyte is an independent business unit of DXC Technology. For more information visit www.telsyte.com.au

The material in this article is copyright protected and not intended to be altered, copied, distributed or used for any commercial or non-commercial purpose, except for news reporting, comment, criticism, teaching and scholarship.