Apple leads the market as global tablet shipments jump 13.1% in Q2 2025

Apple iPad

Worldwide tablet shipments climbed 13.1% year-over-year in Q2 2025, reaching 38.3 million units, according to IDC. The growth built on Q1 momentum, fueled by product refreshes, replacement cycles, education projects, and subsidies in China. In the US, vendors benefited from pre-stocking ahead of potential tariffs, while emerging markets saw demand from education initiatives and affordable product launches. AI-powered features in premium devices also spurred interest by enhancing productivity and performance.

Who leads the market?

Apple maintained its top spot, shipping 12.7 million units — up 2.4% year-over-year — driven by the new 10.9-inch iPad and refreshed 11- and 13-inch iPad Air models. Samsung held second place with 7.2 million units, a 4.2% increase, boosted by projects in Latin America and aggressive pushes in the Middle East and Europe.

Lenovo stayed in third with 3.1 million units, posting 25% growth thanks to its Tab M Series, PRC subsidies, and popular Y700 and Xiaoxin Pad Pro models. Amazon re-entered the top five in fourth place, surging 205% year-over-year to 3.1 million units, helped by Prime Day sales and inventory boosts ahead of tariff concerns.

Xiaomi rounded out the top five with 2.8 million units, up 42%, driven by strong demand for the Pad 7 and Redmi Pad SE, plus new launches — Pad 7 Ultra, Pad 7S Pro, and Redmi K Pad.

IDC’s Anuroopa Nataraj noted that price sensitivity plays a major role in buying behavior, with many consumers waiting for deals on secondary devices like tablets. Aggressive promotions have been key to Samsung’s regional growth, while Apple’s volume remains anchored by lower-priced iPads. In the premium segment, buyers are brand-loyal and influenced by ecosystem trust, with only top vendors able to command higher price points, as per the report by IDC.