This Company Has Apple Shaking In Its Boots

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That the iPad rules the industry it gave life to is no secret. The Apple (NASDAQ:AAPL) device continues to hold a dominant share of the global tablet market and even though some challengers have begun chipping away at its massive lead, the contenders have a long way to go. Even Samsung, the name Apple can’t seem to be able to beat when it comes to smartphones, has not made a big enough mark when it comes to slate devices. Into this mix is entering a new rival with brave ambitions: Taiwanese electronics maker Asustek Computer claims that it will be Apple’s biggest challenger in combined tablet and notebook shipments by next year, The Wall Street Journal said.

What is Asustek Offering vs. Apple?

Asustek entered the tablet arena this year with two products: the seven-inch Nexus 7, which is branded in partnership with Google (NASDAQ:GOOG) and starts at $199, and the 11.6-inch Vivobook, at $499.99. The latter, according to The Wall Street Journal, is currently the top-selling touch screen notebook at Best Buy’s (NYSE:BBY) online store, while the former is also gaining in popularity.

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David Chang, Asustek’s chief financial officer, said on Monday that the company expected to ship 12 million Android tablets in 2013, which would be a growth of 90.5 percent from the 6.3 million in 2012. Additionally, it expects its combined Microsoft (NASDAQ:MSFT) Windows notebook and tablet shipments to grow 7.6 percent to 24 million units in 2013 from 22.3 million this year.

What Does the Future Hold for the Newest Apple Rival?

The company’s quarterly tablet shipments have tripled since the launch of the Nexus 7 in July, and according to Chang, the growing clout of seven-inch tablets can hoist the company to second place in combined tablet and notebook shipments after Apple as early as next year.

However, analysts are doubtful that such ambitious targets will come true for Asustek. In the third quarter, Asustek was only fourth in the tablet market with 8.6 percent of the share. Apple’s 50.4 percent runaway leadership was followed by Samsung in second place with 18.4 percent and Amazon.com (NASDAQ:AMZN) in third at 9 percent. So while Asustek may be the world’s biggest motherboard maker and fifth-largest laptop maker by shipments, it still has some way to go.

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