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1. It is not surprising that Apple is gradually losing its media tablet market share since there are simply too many Google Android-based slates on the market that are much more competitive than several years ago. Despite a continued shipment decline for its iPad product line, Apple maintained its lead in the worldwide tablet market, shipping 12.3 million units in the third quarter. Strategically, the mix of iPads has shifted towards the lower cost iPad mini. More than half of iPads shipped in the 'Mini' form factor, which Cook stated had significantly lower margins than is typical for Apple's product lines. and therefore Apple is entirely correct to take a longer view of the potential for Apple success.
However, In my opinion, Apple can sustain its leadership in this market because four assets it has owned:
High quality software expertise and assets
Strong customer relationships
Strong industry relationships in countries all over the world
Brand.
2. How Samsung compete with Apple in tablet market
- Samsung has been gaining traction in the tablet market owing to its attractive promotions and a diverse product portfolio, which includes tablets at different price points and screen sizes. * Samsung has unveiled the Galaxy Tab S, its new top of the line tablet for 2014. The device is in a position to give the Apple iPad Air a run for its money, with a thinner body and a more advanced display. The Galaxy Tab S also has higher-resolution cameras than the iPad Air. The rear-facing camera is 10 megapixels compared to five for Apple's tablet, and features an LED flash. The front-facing camera also outperforms the iPad Air, with 2.1 megapixels compared to 1.2. * While Apple only offers two sizes (iPad and iPad mini) Samsung’s tablet portfolio currently includes its 10-inch and 7-inch Galaxy Tab 2, the 8-inch update to its Note 2 phablet (phone and tablet)

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