Apple (NASDAQ:AAPL) still owns the tablet market. At least that's one of the key takeaways of research firm IDC's survey of the tablet market for the third quarter this year.


Source: IDC.

However, it's also clear that the competition is gaining ground on Apple in this increasingly competitive market. Archrival Samsung has made significant strides against Apple in the past several quarters and has separated itself from the rest of the pack as the most credible threat to Apple's tablet crown among Android-based tablet makers.

But as demand shifts to emerging markets, where tablet prices as a whole sit substantially below those of developed markets, it's unclear just how much Apple can grow its share, given its affinity for premium prices. Lower-costnames such as Asus, Lenovo, and Acer are all collecting share hand over fist on the low-cost side of things.

The coming holiday season should prove very telling, as Apple enters this all-important quarter with a newly refreshed line of tablets. But will it be enough? In this video, tech and telecom analyst Andrew Tonner looks at IDC's numbers in greater detail.