Apple and Samsung saw their tablet market shares fall by double digits in the first quarter of this year. Apple, is however the leader of the pack, while Samsung is top of the pile of Android OS vendors.
But while the big beasts of tablets saw their share decline, smaller vendors are seeing growth in sales of their gizmos.
Market research company Strategy Analytics said that Huawei, TCL-Alcatel and LG are all showing growth.
Huawei shipped 1.3 million units in the quarter, a 147 percent increase compared to the same quarter last year. However its market share only amounts to 2.4 percent.
Samsung is cutting its portfolio to concentrate on strong performers in the mid to low price range, including the Tab S, Tab 4 and the Tab A.
Peter King, service director of Strategy Analytics, said that Apple is pumping money into marketing after falling in five consecutive quarters.
“Its work to address enterprise tablet usage with IBM on the Mobile First partnership and some new features rumoured for upcoming models will position the company well for long term growth,” he said.