But for Android consumers, hardware manufacturer is usually a secondary choice. I won't contest that Apple's ahead, but all this survey really points out is that Apple has more control over their branding - consumers have no need to distinguish between Apple, iPad, and iOS. Sure it's not beneficial for manufacturers (in terms of market share) to be competing within a single brand, against a company that controls its brand entirely - that's pretty obvious. It doesn't support a conclusion that "customers want iPads, not Tablets", however, since customers mostly aren't framing their purchasing decisions around hardware manufacturers.

Again, I'm not saying Apple isn't dominating, but it does seem like the question was written with the conclusion already in mind.