Worldwide tablet market — in terms of shipments — fell 4.4 percent during the third quarter of 2025 to 38 million units, according to the International Data Corporation (IDC).
After six quarters of growth fueled by product refreshes and replacement cycles, the global tablet market is entering a cooling phase. Elevated inventory levels from the first half of 2025 — linked to precautionary stockpiling amid tariff concerns — continued to weigh on sales, Anuroopa Nataraj, senior research analyst with IDC’s Mobility and Consumer Device Trackers.
Top 5 Tablet Vendors in Q3 2025 (IDC):
Apple – 13.2 million units (up 5.2 percent) — 34.7% share
Samsung – 6.9 million units (down 1.9 percent) — 18.3% share
Lenovo – 3.7 million units (up 22.6 percent) – 9.7% share
Huawei – 3.4 million units (up 3.7 percent) – 8.9% share
Xiaomi – 2.5 million units (up 7.2 percent) – 6.7% share
However, demand in emerging markets remained strong, supported by education programs, government-led digitization initiatives, and smartphone makers broadening their tablet portfolios.
Apple Maintains Leadership with 13.2 Million Shipments
Apple remained the top tablet vendor, shipping 13.2 million units and achieving a 5.2 percent growth in Q3 2025. The performance was driven by strong demand for the 10.9-inch iPad model. Despite a strong comparison base from 2024 when iPad Pro and iPad Air models were refreshed, Apple benefited from steady consumer demand and continued dominance in the premium segment.
Samsung Holds Second Spot Despite Slight Dip
Samsung retained its second position with shipments of 6.9 million units, marking a 1.9 percent annual decline. The company performed well in the consumer segment with its premium Galaxy Tab S10 and S11 models and expanded its A series lineup targeting budget buyers. However, reduced commercial projects compared to the previous year led to an overall decline. Samsung’s strategy focuses on maintaining balance across its high-end and value-oriented tablet segments.
Lenovo Posts Strong Growth with 22.6 Percent Increase
Lenovo held the third position and recorded one of the strongest growth rates among the top five vendors, with shipments rising 22.6 percent to 3.7 million units. Lenovo’s success came from new XiaoxinPad launches and a strong push in the consumer market. Aggressive pricing and broader availability helped Lenovo capture share in key markets, making it a standout performer this quarter.
Huawei Returns to Top Five with Global Expansion
Huawei re-entered the top five, shipping 3.4 million units in Q3 2025—a 3.7 percent increase. While shipments declined in China due to high base volumes from last year, Huawei saw growth across Latin America, Europe, and the Middle East. The launch of new devices such as the MatePad Mini boosted its international presence. Huawei’s focus on design innovation and global market recovery continues to strengthen its position.
Xiaomi Sustains Growth Momentum in Fifth Place
Xiaomi secured the fifth spot with 2.5 million units shipped, up 7.2 percent from last year. The company’s latest lineup—including the Pad 8, Pad 8 Pro, and Redmi Pad 2—helped sustain demand in the mid-range and affordable segments. Xiaomi’s strategy centers on integrating its tablets into its larger ecosystem of connected devices, driving value for users seeking cost-effective productivity solutions.
Market Outlook
IDC expects selective recovery in the coming quarters, led by productivity-centric tablets, AI-enabled devices, and mid-premium models that cater to both hybrid work and entertainment needs.
Baburajan Kizhakedath
