The rise-and-rise of the tablet in Australia is all but over, with market research revealing tablet computer sales fell by 28 per cent in the first half of the year as consumers held off on upgrades.
And in another surprise in the tablet market, Android has taken over Apple as the preferred tablet for Australians with the Google-backed operating system making up 47 per cent of all tablets sold, just above Apple's 46 per cent market share.
Windows-based devices took seven per cent of the market.
According to the research firm Telsyte's Australian Media Tablet Market Study 2014 released today, 1.8 million tablets were sold in the first six months of 2014 - a 28 per cent drop on the same period last year.
Most tech analysts attributed the fall to consumers who are waiting out for the new generation of Apple products, including a new iPad, set to be released later this year.
Telsyte managing director Foad Fadaghi said he believed Apple's number one place should be restored on the back of the new release this year.
"Apple should have a strong second half if it can bring upgraded models to market and benefit from a halo effect created by the iPhone 6 launch (expected in September)," Mr Fadaghi said.
"More than half of iPhone users already have an iPad, whether consumers upgrade both this year will be the question many will be asking."
According to Telsyte research the most popular tablet in the market is Apple's iPad 2, which came out in March 2011.
The report said about 70 per cent of all Android tablets in Australia were purchased last year or this year. Worldwide, Android tablets outsell Apple tablets almost two to one.