Whereas in the consumer electronics sector the difference between tablets takes place initially at the level of hardware performance and positioning. For example, the 2023 iPad Pro that features the Apple M2 chip has a single core score of 2800 points, and its GPU performance has been boosted by 35% over the previous model, while the Samsung Galaxy Tab A8 is a budget Android tablet that uses the Unisoc T618 chip and has a single core score of just 350 points. It is largely aiming at the education market with a price point of less than $200. Numbers show that in global shipments of tablets in 2023, high-end (over $600 per unit) accounted for 18%, mid-end ($300-$600) accounted for 42%, and low-end (under $300) accounted for 40% (IDC report).
Operating system ecosystem is another unique dimension. The iPadOS platform boasts more than 5 million tablet-specific apps, whereas 60% of the apps on the Google Play Store for Android tablets are optimized for large screens, and Microsoft Surface relies on the full desktop ecosystem of Windows 11, which can execute specialty apps such as Adobe Photoshop. According to Statista, in 2022, the market share of tablet operating systems will be iPadOS (38.5%), Android (45%), and Windows (16.5%). For example, Huawei MatePad Pro increases office productivity by 30% with HarmonyOS multi-screen collaboration feature, and attracts enterprise user purchases by 25% (Huawei Annual Report).
Screen technology and screen size directly influence the user experience. Flagship versions such as Samsung Galaxy Tab S9 Ultra come with a 14.6-inch Dynamic AMOLED 2X screen, featuring a maximum brightness of 1750 nits and a contrast ratio of 1,000,000:1, whereas study tablets come with a 10.1-inch LCD screen. The resolution is merely 1280×800, and the cost is reduced by 40%. Based on Display Supply Chain Consultants’ analysis, OLED flat panels shipped 52% more in 2023 year-over-year, but LCD still holds 78% market share. Let’s take the reading environment for example. Amazon Kindle Scribe has a 10.2-inch e-ink display that lasts for 12 weeks and only costs $0.15 per charge, which is 90% more energy efficient compared to a normal tablet.
Both the function strategy and price determine the market segment as well. For example, the Lenovo Tab M10 Plus is available with 4GB RAM and 64GB storage at $149 targeting emerging market buyers and Microsoft Surface Pro 9 starts at $1,299 with 12th-gen Intel Core i7 processor and 120Hz refresh rate screen for targeting high-net-worth buyers like designers. Statistics demonstrate 2-in-1 tablets now account for 22% of business procurement in 2019 compared to 41% in 2023 (Gartner statistics). In addition, child-friendly tablets such as the Vankyo MatrixPad with a child-proof enclosure and parental controls cost just $99 and make up 19% of the North American children’s electronic device segment (NPD Group).
Finally, use cases for applications drive differentiation through innovation. anti-bacterial screen kinds types of tabletsused in the healthcare sector (e.g. Panasonic Toughbook G2) can withstand 0.5% sodium hypochlorite disinfection and are also offered with a battery life of 18 hours; Industrial grade tablets such as Zebra ET5x series support -30°C to 50°C operating conditions, IP65 ratings, and 67% less failure rates than consumer grade devices (Zebra White paper). During the pandemic, shipments of learning tablets increased by 53%, of which Chromebooks accounted for 60% (Canalys report), which is the very same match of demand and purpose.