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It seems that Apple’s iPad tablet has lost its crown after Google’s Nexus tablet surpassed it in year-end holiday sales… in Japan at least.

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According to a survey conducted by research firm BCN of 2,400 stores across Japan, The Nexus 7 accounted for 44.4% of overall tablet sales by major electronic retailers. iPad sales however accounted for only 40.1% of market shares, marking the first time the device has been knocked off it’s shiny technological throne since May of 2010.

The Nexus’ more affordable pricing is believed to be a major factor in its success. At 19,800 yen the 16gb model of the Nexus is less than half the price of the iPad, which sells abroad for 42,800 yen, and 28,00 yen for the iPad mini.

Japanese market research firm IDC remarks that Japan is still a relatively small market though tablet devices represent a demand that has an apt potential to grow. IDC estimates that around 3.6 million tablet devices were sold in Japan in 2012 and predicts that sales will rise to around 4.9 million in 2013.

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