tablet shipments — tablet shipments — Apple continues to lead the tablet market as worldwide shipments fell 4.4 per cent year over year in the third quarter of 2025, totalling 38 million units, according to the International Data Corporation (IDC).
After a robust period marked by product refreshes, the tablet market is showing signs of cooling. The decline is attributed to elevated inventory levels from the first half of the year, compounded by precautionary stockpiling due to tariff concerns.
Despite the overall downturn, emerging markets are experiencing steady demand. Education initiatives and government digitisation programmes are driving shipment volumes, alongside smartphone vendors expanding their tablet offerings.
Tablet shipments: Apple’s Strong Performance
Apple shipped 13.2 million units during the quarter, reflecting a year-over-year growth of 5.2 per cent. This performance came despite challenging comparisons with the previous year, when refreshed iPad Pro and iPad Air models contributed to strong sales. The success of the 10.9-inch iPad has been a significant factor in Apple’s continued market dominance.
Samsung’s Steady Position
Samsung maintained its position in second place with 6.9 million units shipped, although this represented a decline of 1.9 per cent compared to the same period last year. The company is focusing on its high-value S10 and S11 models while expanding its affordable A series lineup. However, a decrease in commercial projects relative to 2024 has affected overall sales.
Lenovo’s Remarkable Growth
Lenovo held onto third place in the tablet market, reporting impressive growth of 22.6 per cent year over year with 3.7 million units shipped. The company has successfully expanded its portfolio with new XiaoxinPad models and aggressive shipment strategies that have resonated well with consumers.
Huawei Returns to the Top 5
Huawei made a comeback in the top five rankings, shipping 3.4 million units and achieving a year-over-year growth of 3.7 per cent. While sales have decreased in its home market of China, the company has seen overall growth driven by new product launches such as the MatePad Mini, particularly in Latin America, Europe, and the Middle East.
Xiaomi’s Continued Momentum
Xiaomi rounded out the top five with 2.5 million units shipped, marking a year-over-year growth of 7.2 per cent. The company has maintained its positive trajectory through the launch of new models, including the Pad 8, Pad 8 Pro, and Redmi Pad 2.
Market Insights and Future Trends
Anuroopa Nataraj, a senior research analyst at IDC, commented on the current state of the tablet market, noting a shift from pandemic-driven demand to more sustainable, value-oriented growth. She highlighted that while shipments are stabilising and replacement cycles are lengthening, innovation in AI-powered features, detachable form factors, and advanced display technology are helping maintain engagement across consumer and enterprise segments.
Nataraj also indicated that the near-term trajectory suggests a selective recovery, particularly among productivity-centric and mid-premium devices. Manufacturers that prioritise innovation and productivity-enhancing features will likely be best positioned to succeed in this evolving market landscape.
