Apple retains lead in Nordics device market, IDC figures show

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A new piece of research teased out by analyst house IDC provides an interesting look at a microcosm of the device market; the iPad Pro has helped Apple maintain a solid market lead for smart connected devices in the Nordics.

The figures, which class PCs, smartphones, detachable computers and tablets in the overall field of ‘smart connected devices’, saw Apple’s overall market share of 28.8% with 1.58 million shipments in Q116, down from 33% this time last year. Samsung was in second place with 1.12m and 21.8% share, with Lenovo (8.7%), HP (6.8%) and Huawei (5.8%) completing the top five.

Naturally, these figures give an idea as to how each of the devices is performing. The PC market, which unsurprisingly is struggling for shipments compared to mobile, is being fought by Lenovo and HP. Despite this gloomy outlook, both vendors posted slightly improved (1.9% and 1%) shipments year over year.

Apple’s share in the detachable market is 39.5%, with Lenovo (13.4%) perhaps a surprising second, ahead of Samsung (12.3%) and Huawei (9.1%). Huawei experienced significant growth in the Nordics over the past year, from 84,000 shipments in Q115 to 243,000 this year, representing a 191.3% unit growth.

IDC argues that in smartphones, market share is still up for grabs, but in tablets, Apple continues to drive momentum. “Numbers show that demand for premium Apple products is still solid,” said Andrea Minonne, IDC EMEA personal computing research analyst in a statement. “Although the Nordic area has faced hurdles, the California-headquartered company has defended itself very well, strengthening brand awareness and maintaining its lead in products such as AIOs (all in ones) and detachables.

“This is remarkable considering the desktop market decline and the unfavourable economic conditions in the region,” Minonne added.

So what do these figures mean when looked at in an enterprise context? While iOS remains the most dominant operating system in the enterprise, and iPhone therefore the dominant device, the dominance of Android devices in the consumer market is not as marked here if the top five – taking out HP and Lenovo – is anything to go by. If employees are given the choice of what they want, they tend to favour iOS. Figures from JAMF Software – who are admittedly Apple partners – in April found at least three quarters of respondents favoured Macs and iOS to other devices.

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