"Much of the early growth of the tablet market can be attributable to the Apple iPad, a device whose sales constituted 90% of the total market opportunity in 2010. The remaining 10% of shipments in 2010 was made up of devices running variants of Google's Android OS," Leach says.

"Ovum's belief is that the platform dominance of Apple and Google will continue through 2011 and beyond, albeit with devices based on Google's software platform commanding an increasing proportion of the total market opportunity.However, devices based on Google's platforms will only overtake those based on Apple's platform by 2015, when we forecast 36% and 35% market shares respectively, of a total market with shipments of approximately 150m units in 2015. This compares with Ovum's estimate of 10% for Google and 90% for Apple at the end of 2010."