After four years of rapid growth, development of the worldwide tablet market slowed down in 2014, with mature markets in the United States and Western Europe reaching a saturation point. Leading brands including Apple, Samsung, Amazon, and Google have faced stagnant or even declining sales. Affected by affordable branded tablets and large-sized mobile phones, shipments of entry-level white-box tablets plunged. Worldwide tablet shipments reached 245 million units in 2014 for 2.5% year-on-year growth. With brands continuing to launch low-cost tablets in 2014 along with the growing popularity of large-sized smartphones, replacement of low-cost white-box tablets will accelerate in 2015 and price declines are projected to slow down.

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