Google's Nexus 7 Android tablet has finally overtaken Apple's iPad in sales. In Japan, at least. And that's not just the iPad mini, but all iPads, when lumped together.
A survey carried out among 2,400 consumer electronics stores in Japan by business daily Nikkei found that, during the crucial holiday season in December, the Nexus 7 held 44.4 per cent market share, while all iPads together managed 40.1 per cent.
Read: Nexus 7 review
One major contributory factor assigned to this is, naturally, price. The Nexus 7 is 19,800 Japanese yen (£138), while the iPad mini - Apple's cheapest tablet device - is 28,800 yen (£200). That's a substantial difference in cost during such frugal times.
Read: Apple iPad mini review
That's not to say that Apple underperformed. Indeed, Nikkei reports that iPad sales increased in volume, it's just that the tablet market itself "swelled to 2.8 times the size of last year's", and Google seems to have benefitted most.
It's also worth noting that Nikkei highlights iPad mini stock issues as another possible reason why Apple couldn't shift more of them in Japan. Apple fans bought them in significant numbers in the first week or so of release, leaving stores with few left to sell.