hello. This is Technologytodaynow. Today, I’d like to share some interesting news about the Galaxy Tab S10 series.
Unexpectedly Successful Galaxy Tab S10 Ultra
initial reaction and criticism
The Galaxy Tab S10 series has received a lot of criticism. Breaking the tradition of Snapdragon being installed on flagship Galaxy tablet PCs, it was the first Galaxy flagship model to be equipped with Dimen City, and just before the launch of Dimen City 9400, it was launched with Dimen City 9300 Plus. In addition, as soon as it was released, it did not seem to receive a very positive response, as an old AP was used as a product early on, and the 11-inch basic model was not released, which reduced consumers’ options and the starting price was high.
Changes revealed in display shipments
However, recently, unexpected results were revealed. The Display Supply Chain consultant released an analysis report on display shipments of flagship tablet PCs in 2024. According to the report, shipments of OLED and mini-LED displays in the high-end tablet PC market are expected to reach 11 million units, up 71 percent year-on-year due to the launch of the M4 iPad Pro.
However, there is also a forecast that shipments in the fourth quarter will drop 15 percent compared to the third quarter due to low demand for the M4 iPad Pro. Nevertheless, the fourth quarter saw an unexpected turnaround. Changes from Apple and Samsung were very noticeable in shipments of high-end tablet PCs. While the company continues to report that sales of the M4 iPad Pro are falling short of expectations, Samsung says that display shipments have been rising sharply since the second quarter of 2024.
Unexpectedly good sales performance of Galaxy Tab S10 Ultra
According to DSCC, the OLED iPad Pro performed worse than expected, but the Galaxy Tab S10 Plus and Galaxy Tab S10 Ultra are performing better than expected. In particular, the Tab S10 Ultra is up 41 percent from the S9 Ultra year-on-year, and the Tab S10 Plus is up 64 percent. In addition, displays for the Galaxy Tab S9 are still producing in large quantities.
Overall, in 2024, the 11-inch M4 iPad Pro is expected to take first place with a 26% market share, and the 13-inch M4 iPad Pro is expected to take second place with 24%. However, in the fourth quarter of 2024, the Galaxy Tab S10 Ultra is expected to take first place with a 17% market share, and the Galaxy Tab S10 Plus and the 11-inch iPad Pro are expected to tie for second place with a 15% market share each. This is a completely unexpected result, and it is worth noting that despite poor consumer reviews, sales are actually strong.
Galaxy Tab S10 Ultra’s Success Factors
Several factors can be considered. The low-reflective coating applied to the Galaxy Tab S10 series encouraged consumers to buy it, or consumers who wanted to buy a tablet PC switched to the Galaxy Tab S10 because the M4 iPad Pro became too expensive, and the Dimensity 9300 Plus’s performance was disappointing, but the price did not go up.
Personally, I think the high price and price freeze of the M4 iPad Pro are the biggest contributors. When you look at the price of the M4 iPad Pro, it naturally makes me think about opting for a much more versatile MacBook Pro rather than buying it at that price. I think the Galaxy Tab S10 was possible not only because of the price freeze, but also because it was released at a price that was within the psychological resistance that consumers could pay.