Apple leads tablet market with the iPad as global shipments jump nearly 10% in 2025

Apple iPad

• Global tablet shipments rose 9.8% in 2025, reaching 162 million units.
• Apple led the market, shipping 19.6 million iPads in Q4, up 16.5% year on year.
• Analysts expect slower growth in 2026 due to supply and pricing pressures.

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The global tablet market continued its post-pandemic recovery in 2025, with shipments rising 9.8% year on year to 162 million units, according to new research from Omdia. Growth accelerated towards the end of the year, with fourth-quarter shipments reaching 44 million units, also up 9.8% compared to the same period last year.

The holiday quarter played a key role in lifting volumes, supported by aggressive vendor promotions and retail discounting. Omdia said the market delivered its highest annual shipment total since the demand surge seen during the pandemic in 2020.

Regional performance was uneven. Central and Eastern Europe emerged as the fastest-growing market in 2025, followed closely by Asia Pacific. All regions posted double-digit growth over the year except North America, where demand remained softer overall. Even there, a strong holiday season helped limit the scale of the annual decline.

Himani Mukka, research manager at Omdia, said seasonal demand and supply-side dynamics combined to boost shipments late in the year. Vendors increased pre-build activity ahead of expected memory constraints, pushing more devices into the channel during Q4. However, Mukka cautioned that conditions are likely to become tougher in 2026 as higher component costs and tighter supply put pressure on both pricing and margins.

According to Omdia, tablet makers will need to be more selective about where growth comes from. In developed markets, demand is expected to centre on premium and flagship replacement cycles, while emerging markets are likely to see continued support from public-sector education programmes. Vendors are also expected to rethink how tablets are positioned, increasingly framing them as ecosystem devices rather than standalone products.

That shift includes greater emphasis on cross-platform compatibility and AI-driven experiences. Omdia pointed to examples such as Lenovo’s Qira, which spans Windows and Android, and Apple’s collaboration with Google to use Gemini in future Apple Intelligence features across its device lineup, including iPads.

Apple remained the clear market leader in the fourth quarter. The company shipped 19.6 million iPads, representing a 16.5% year-on-year increase, driven by strong demand for the 11th-generation iPad and the M5-powered iPad Pro models. The performance helped Apple extend its lead at the top of the global tablet market.

Samsung ranked second but faced headwinds, with shipments falling 9.2% year on year to 6.4 million units as broader market pressures weighed on demand. Lenovo recorded the fastest growth among major vendors, shipping 3.9 million tablets in Q4, up 36% year on year, aided by proactive shipment pull-ins ahead of anticipated price increases.

Huawei placed fourth with 3 million units shipped, growing 14.8% year on year, while Xiaomi rounded out the top five with 2.8 million units and 10.1% growth in the quarter. Xiaomi’s full-year shipments rose 25% compared to 2024. Omdia said vendor rankings remained unchanged when looking at full-year results.

While 2025 marked a clear rebound for the tablet market, analysts expect the pace of growth to slow as supply constraints, pricing pressure and more cautious consumer spending shape demand in the year ahead.