The global tablet market grew by 8.5 percent in Q1 2025, reaching 36.8 million units shipped. Growth was observed across all regions, primarily driven by consumer and education-led refresh cycles, according to Canalys (now part of Omdia).
Greater China was the fastest-growing region, fueled by consumer subsidies and Lunar New Year discounts.
United States: The market experienced volatility due to tariff uncertainties, with a spike in January followed by a decline in February after tariff exemptions were announced. The primary growth driver was the replacement of aging pandemic-era tablets, with a shift toward newer silicon.
Commercial Market: Shipments remained muted, but education sectors in Japan, India, and Thailand saw increased funding for multi-year tablet deployment programs. However, the US market faced headwinds due to budget cuts in education procurement.
Vendor Strategies:
Apple: Maintained market leadership but faced intensified competition from domestic Chinese brands.
Huawei and Xiaomi: Leveraged comprehensive tablet portfolios and IoT ecosystems to capture market share, especially in consumer segments.
HONOR: Positioned as a strong contender in the value-for-money segment, gaining traction both in China and other global markets.
Commercial Market Focus: Over 50 percent of B2B channel partners expect growth in tablet sales, with a notable portion viewing tablets as cost-effective PC replacements for specific roles.
Tablet Market Analysis: Q1 2025 vs. Q1 2024
Apple maintained its market leadership with a 13.9 percent increase in shipments from 12.062 million to 13.746 million units, raising its market share from 35.5 percent to 37.3 percent. This growth is attributed to the launch of new models and increased demand in premium segments.
Samsung saw a decline in shipments, dropping by 5.2 percent from 7 million to 6.633 million units. Consequently, its market share decreased from 20.6 percent to 18 percent, indicating a potential slowdown in mid-range tablet demand.
Xiaomi experienced a substantial 56 percent increase in shipments, rising from 1.969 million to 3.072 million units. This propelled its market share from 5.8 percent to 8.3 percent, driven by competitive pricing and feature-rich models.
Lenovo increased its shipments by 18.8 percent, from 2.135 million to 2.537 million units, with its market share slightly rising from 6.3 percent to 6.9 percent.
Huawei faced a decline in shipments, dropping from 2.735 million to 2.394 million units. Its market share contracted from 8.1 percent to 6.5 percent, impacted by ongoing trade restrictions and competitive pressure.
TelecomLead.com News Desk
