It's time once again to gaze enviously across the Atlantic at the Kindle Fire-illuminated US to see just what impact Amazon's slate has had on the iPad-dominated tablet market.
And as most predictions have suggested, it's a significant one too, as despite Apple have sold upwards of 15 million iPad 2s in the three months leading up to Christmas, its actual market share has taken a hefty 7% hit.
In a sense, the iPad is only a victim of its own success. It has dominated proceedings so entirely since first hitting the scene two years ago that any opposition at all is only going to drive its market share downwards, since that's the only way it can go.
Yet the only real success the iPad's rivals have had thus far is collective, with sheer weight of numbers required to make any kind of notable dent in the Apple tablet's dominance.
That was until the Kindle Fire, however, which is now comfortably the “best of the rest” in terms of unit sales, despite only having gone on sale in the US thus far, and only doing so six weeks before Christmas.
According to iSuppli, Amazon sold 3.9 million Kindle Fires in those six weeks, which works out as an impressive 14% market share. As for the iPad 2, it's still powering along nicely, and sold 15.4 units over the quarter, but the Kindle Fire's impact saw it drop from 64% to 57% of the overall tablet market.
That still means that despite the increasingly wide array of devices that are now available, more than half of all tablet buyers are going for just one – the one with the Apple logo on it. And we'd imagine that with the iPad 3 set to be unveiled in the next few weeks, Apple isn't too bothered by one of its tablet rivals actually achieving some modest success for a change.