Govini: Analysis of the US Tablet Market in 2016

Although Microsoft's tablet sales are still not comparable to Apple's, Apple's sales are generally on a downward trend, while Surface's sales continue to rise. According to an analysis report by market research firm Govini, Apple's market share in the US market has dropped from 98% in 2012 to 61% in 2015, while Microsoft's tablet market share has risen from 0% to 25% during the same period, with a particularly significant increase in 2015. Android tablets have a market share of 11%.

"New markets may create initial success, but maintaining market leadership requires continually adjusting products to meet consumer needs," the report said. "Windows tablets continue to erode iPad market share and are able to quickly integrate PC-based work and meet consumer needs." The study found that most tablets are used in the workplace, and Surface tablets are significantly more durable and more popular with US consumers and customs authorities, the latter of which have purchased $1 million worth of Microsoft tablets.