The iPad still leads the market with a 29.6 percent share. But Samsung, its most formidable hardware competitor, is closely tailing it at 20.4 percent. It's a starkly closer race than this time last year, when Apple had 40.2 percent of the market, and Samsung had 12.4 percent. Asus, Lenovo, and Acer -- which round out the top five vendors -- also made gains.
IDC noted that part of Apple's decreased market share -- its lowest to date -- is due to the company's decision to move its product launches from earlier in the year to the fourth quarter. But with the newly introduced iPad Air being released Friday, and the iPad Mini with Retina Display hitting the market , the research firm expects Apple to bounce back.