IHS iSuppli: Apple iPad takes 69.6 percent of tablet brand market share in Q2, reader tablets take a bruising

An earlier portrait of the second quarter's tablet market share made it quite clear that the iPad was on a rebound, if it was ever in a slump to start with. All those numbers focused on platforms and not brands, however -- we didn't know how the individual makers were doing. If IHS iSuppli's figures are on the ball, there's even more of a discrepancy if you break down the period's results by manufacturer. The iPad staked out 69.6 percent of tablet shipments in the spring. That wasn't just an 11-point jump over a year earlier; it was a level of share Apple hasn't had since the Motorola Xoom was just cutting its teeth early in 2011.

As for the rest? Transformer Pads kept ASUS growing, but it's not a pretty sight if you're making an Android reader tablet; both Amazon and Barnes & Noble shed roughly a point and a half each, which is no small amount relative to their size. Samsung also lost share by this after its deliveries of Galaxy Tabs mostly stayed flat. We'd add that there's some wiggle room as to real performance knowing that units shipped and sold aren't always one and the same. Most of these companies are leaving clues regarding upcoming tablet refreshes that might level the playing field, some not so subtle, but it's currently Apple's game to win.