Apple iPad has been leading in the tablet market in terms of sales and web traffic since its launch in 2010. It can be said that the success is due to Apple's advantage of being the first to sell tablets, but let's not forget how Apple has almost perfected the idea of tablets in the first place, not as revolutionary as the first iPhone but still very remarkable. While the rise of Google Android and Samsung smartphones have reduced the market share of iPhone to a minor, iPad still continues to lead with a clear advantage.
The latest report by IDC has showed that Apple iPad market share has dipped to 50.4 percent in 2012 Q3. This can be partly due to the speculations and rumours of Apple's new iPad which are the iPad Mini and iPad 4th generation. However, referring to the long term trend, it is very clear that iPad market share is decreasing steadily and not very likely to continue the leading streak in 2013. Last month, Microsoft Surface has officially entered the tablet playground with its ARM variant and its x86 variant will be released later. Windows 8 is optimised for use in desktops, laptops and tablets and will compete directly against iPad and Android tablets. The current data doesn't include Windows 8 tablets but by 2013 Q1 we can see how Windows 8 performs in this competitive market. Microsoft has expressed its confidence in the chances of Apple losing its customers.