OYSTER BAY, NY – Apple and Samsung combined for 62% of the nearly 36 million branded tablets in the third quarter of 2014, according to ABI Research.

Branded tablet shipment volume beyond the top 15 vendors increased 124% year-over-year, much at the expense of the two leading suppliers, says the firm. Apple is expected to regain unit share in the fourth quarter because its next-generation iPad Air and iPad mini models started shipping in October.

“The pieces have been set for the end-of-year holiday 2014 tablet market chess match,” says senior practice director Jeff Orr. “The advanced mature markets will once again be where the Apple vs. Samsung duel occurs, while eyes are on Lenovo in the developing markets. But don’t overlook the rest of branded tablet vendors’ ability to deliver value-based devices during this critical shopping period.”