Why Xiaomi, Huawei may pose a threat to Apple's iPad dominance

Apple iPad

The tablet market has suffered for almost three years now because of demand shrinking in the post-pandemic world and macroeconomic issues. However, there is a glimmer hope as there has been a modest 0.5% year-over-year growth in the first quarter of 2024. Notably, this is the first time since the second quarter of 2021, the tablet market has grown worldwide, according to a report by IDC.

As per the report, Apple continues to lead the tablet market with its iPads. In the first quarter of 2024, Apple shipped 9.9 million units to retain the top spot in the tablet market. Apple did face an 8.5% decline in shipments but that was down to no new iPads being launched in 2023. Apple is gearing up to launch not one but two new models of the iPad on May 7.

Samsung came in second with 6.7 million units shipped and saw 5.8% decline year-over-year. Like Apple, Samsung didn’t have any major new launches and faced economic headwinds. Huawei seems to be coming back from the slime and showed impressive growth of 43.6%, shipping 2.9 million units. Lenovo also grew 13.2%with 2.8 million units shipped, with its Tab P series models driving shipments, as per IDC.

It was Xiaomi that showed remarkable 92.6% growth and shipped 1.8 million units. Outside of China, which is its largest market, Xiaomi grew by triple digits across almost all regions where it ships, noted IDC.

Apple still dominates the market with 32% share but saw its grip loosening a bit as there was a 3% decline in it share. Both Huawei and Xiaomi saw its market share grow by almost 3% respectively.

Xiaomi has a couple of mid-range tablet offerings, which have been well-received in other markets, as per IDC. Huawei, meanwhile, has seen a massive resurgence of its smartphone business in China and IDC believes that it has had a positive impact on the tablet category as well.

"The tablet market started showing signs of recovery in the first quarter. The real gains will come from the next refresh cycle, followed by growth within commercial segments as more tablets are used in the education sector and the gig economy," said Anuroopa Natraj, senior research analyst with IDC's Mobility and Consumer Device Trackers. However, IDC does believe that competition from PCs and smartphones will contribute to a lacklustre outlook for the tablet market. “That said, there is potential upside driven by AI capabilities similar to what's expected in other device types,” Natraj added.

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