The 1010data Ecom Insights Panel Apple’s iPad was the market leader until October, a spike in the sales of Surface tablets saw Microsoft account for 45 per cent of online tablet sales.

Apple took a huge dip to 17 per cent. October was when Microsoft’s Surface Pro 4 tablet was launched.  The fact that Amazon also picked up sales as Apple's fell is also a bad sign.

The report analyses online hardware sales at the majority of online retailers. Apparently, Microsoft is making some waves in the tablet market, and giving Apple real reason to sweat.

Apple introduced the iPad Pro in response to the success of Microsoft’s Surface line and it would appear that hybrids and Windows 10 to continue to make inroads into Apple’s margins.
However there are signs that fruity cargo-cult Apple’s attempt to clone Microsoft’s Surface with a more expensive knock off has also failed to claw back anything from the market.
Apple can take some small comfort in the fact that tablet sales generally are falling and Steve Jobs was completely wrong when he called the technology a game changer.