Apple looks to continue its dominating trend on the tablet market, according to analyst Craig Cartier of Frost & Sullivan. Cartier predicts the release of a smaller version of the iPad intended to compete on price, following the success of the Amazon Kindle Fire.

Craig Cartier, analyst for ICT practice at the consultancy, says that Apple has currently a 60 per cent share of the Tablet market – but that, following the success of smaller Tablet devices from Amazon and Google, Apple could release a cheaper and smaller alternative to the iPad. In Cartiers opinion, this will mean that consumers will find it harder to “deviate” from Apple, maintaining its position as a dominant brand, and making it harder for rival brands to compete across the board.

“Apples strategy for a smaller, cheaper tablet would drastically reduce this price differential, make a harder argument for customers to deviate from Apple, and mean a tougher road ahead for players like Amazon and Google,” says Cartier. “Apple has dominated the early stages of the tablet market, and if this latest rumour is true we can expect that dominance to continue.”