When Apple first announced the iPad in early 2010, it managed to forge a new device niche between netbooks and smartphones where few people thought there was space for one.
Impressive stuff, but arguably more impressive is the fact that two years later it's still the only option worth considering for three out of four prospective tablet buyers.
The iPad's initial success caught the mobile industry completely by surprise, but it didn't take long for Apple's rivals to respond as they looked to stake a claim in a fast-growing new market.
But while the tablet market has indeed grown considerably over the past 24 months, it's the iPad itself and not the competition that has done most of the growing.
And there's no sign of it slowing down, either. A recent ChangeWave survey in the US found that 73% of consumers looking to buy a tablet in the next 90 days wanted one with an Apple logo round the back.
“That’s down a bit from the extraordinary demand levels seen at the time of the March new iPad launch,” ChangeWave's report reads, “it’s a clear sign that Apple’s massive domination of the market is continuing going forward.”
It leaves literally hundreds of rival devices fighting over just a quarter of the tablet pie, which means an awful lot of them are going hungry. It gets worse, though: despite the flood of new tablets that have launched over the past 18 months, more than half of the 27% of respondents not swayed by the iPad split their affections between just two alternatives: the Amazon Kindle Fire and the Samsung Galaxy Tab.
And now, of course, Windows 8 is touching down too, which will add dozens more tablets to the melting pot. On this evidence they're going to have to be pretty special to even get a look in.