While sales of iOS tablets grew in the fourth quarter of 2013, iOS's share declined to 36 percent in 2013. This is because tablet growth in 2013 was fuelled by the low-end smaller screen tablet market, and first time buyers rather than those who would sell their own children for scientific experiments for an overpriced keyboardless netbook.
Gartner analysts said emerging markets recorded growth of 145 per cent in 2013, while mature markets grew 31 percent.
"Apple's tablets remain strong in the higher end of the market and, Apple's approach will continue to force vendors to compete with full ecosystem offerings, even in the smaller-screen market as the iPad mini sees a greater share,” the report said.
In 2013, Microsoft's tablet volumes improved but share remained small. Microsoft needs to create compelling ecosystem proposition for consumers and developers across all mobile devices, as tablets and smartphones become key devices for delivering applications and services to users beyond the PC, the report said.
Microsoft is better in the ultramobiles market which are more productivity oriented, where its partners are ramping up new form factors and designs. Samsung had the highest growth of the worldwide tablet vendors, at 336 percent, in 2013. The expansion and improvement of its Galaxy tablets, together with strong marketing and promotions, helped Samsung bridge the gap with Apple.