According to IDC global Q1 2014 tablet shipments total 50.4 million units, a Y-o-Y increase of just 3.9% (or -35.7% Q-o-Q decline), a slowdown felt across all operating systems and screen sizes. 

However one has to keep in mind IDC tablet totals include 2-in-1/hybrid device shipments, meaning such results might be somewhat skewed-- even if the analyst insists tablets are to face a challenging 2014.  

"The rise of large-screen phones and consumers who are holding on to their existing tablets for ever longer periods of time were both contributing factors to a weaker-than-anticipated quarter for tablets and 2-in-1s," IDC says. "In addition, commercial growth has not been robust enough to offset the slowing of consumer shipments."

According to Kantar Worldpanel Q1 2014 sees European iPhone sales bouncing back, even as Android remains the dominant mobile operating system of customer choice.

Android has 70.7% share in the Top 5 European markets (Germany, UK, France, Italy, Spain), followed by iOS at 19.2%. Meanwhile Windows Phone sees some growth at 8.1% share, up from 6.5% on Q1 2013.

"Apple regained ground in Q1 2014, primarily due to the strong performance of the iPhone 5S, growing its sales share in Europe, Japan and Australia,@ the analyst say. "By contrast, Windows had a tough start to the year as a result of its entry-level Nokia models facing fierce competition from low-end Motorola, LG and Samsung Android smartphones.”

According to Gartner as traditional PCs continue to fall and substitution from PC to tablet declines global 2014 combined device (PC, tablet, ultramobiles, mobile phones) shipments are to reach 2.5 billion units with 6.9% growth.

"Tablet substitution of notebooks will start to dissipate from this year onward as consumers and businesses align the right device with the right usage pattern," the analyst says. "As they do this, we will see where dedicated devices (such as tablets), or hybrid devices (detachable or convertible devices), fit in the overall portfolio of devices."

Meanwhile the device market saturates, meaning pressures on margins continue to increase and vendors look at different ways to cope. Either way prices will fall, even if customers also value useful device features such as better portability or connectivity.

Mobile phones remain the largest segment, with 2014 shipments reaching 1.9bn units with 4.9% growth. Gartner projects 2014 growth as coming from the lower-end premium and the higher-end basic segments. A lack of "compelling" hardware innovation only marginally extended 2013 upgrade cycles, but customers in emerging markets including MEA and E. Europe should offset weak(er) mature markets as they upgrade their devices.

According to Consumer Intelligence Research Partners (CIRP) the iPad replacement cycle is more akin to Macs or TVs not iPhones, as consumers appear to stick longer to their older tablets.

The report comes from a survey of 2000 US iPhone, iPad or Mac buyers in 2013. It shows iPhones have an approximate 2-year lifespan, as tied to contract duration. Once the contract ends customers get a new model, even if the previous device was in good condition.

On the other hand iPad and Mac users tend to be loyal to their devices for longer, buying a new one only after 2-4 years. And unlike iPhone users recycling older devices via sale or trade-in services, iPad users are twice more likely to give obsolete devices to friends or family members.