Apple, the company that changed the way to listening music and touching mobile phones, is in danger of losing its fans.
After a series of iPhone 5 missteps and delays in delivering products, the company's popularity is diving and rivals are scooping up disgruntled Apple fans.
The company's share of the tablet computer market has fallen to its lowest mark, with figures this week revealing consumers flocking to Google.
Apple has also lost the title of smart phone king to Samsung, news.com.au reports.
Apple's latest blow came in the tablet market after ABI Research found its share fell to its lowest ebb since the iPad's launch in 2010.
According to the report, Apple iPads made up 55 percent of all tablets in the year's third quarter, the company found, while Google Android-run tablet computers accounted for 44 percent.
ABI Research senior practice director Jeff Orr said that Apple's launch of the iPad Mini 'acknowledged' growing competition from Google tablets but the smaller device has yet to knock them out of the market, the report said.
"It has failed to deliver a knock-out punch through innovation, pricing and availability during the most critical selling period of the year," Mr Orr said.
According to the report, Apple also lost the title of world's biggest selling smart phone between July and September after Samsung's Galaxy S III pipped the iPhone 4S to the top spot, being snapped up by an extra 1.8 million people worldwide.