From Apple’s premium surge to Android’s mid-range stabilisation, global tablet shipments dipped in late 2025, signalling a maturing market shaped by replacement demand.
Global tablet shipments fell by around 3% quarter-on-quarter (QoQ) and 4% year-on-year (YoY) in the final quarter of 2025, signalling a transition into a more mature phase for the category, according to Counterpoint Research.
The decline followed a stronger third quarter and a high comparison base from late 2024, when shipments had grown nearly 8% YoY. For the whole year of 2025, shipments remained in the mid-100‑million‑unit range, reflecting a shift towards replacement-driven demand rather than rapid expansion.
Leading manufacturers focused on inventory discipline, profitability and product mix improvement, prioritising long-term value creation over short-term volume gains. Apple’s iPad average selling price rose from US$527 in Q3 2025 to US$583 in Q4 2025, underscoring the resilience of the premium segment.
Most original equipment manufacturers (OEMs) managed channels more tightly, reduced promotional activity and leaned into higher-value products.
Apple strengthened its position with productivity-oriented iPads, while Android vendors sought to stabilise demand by reinforcing mid-range offerings and expanding features such as stylus and keyboard support. Supply-side indicators, including reduced shipments of tablet display panels, pointed to market normalisation rather than aggressive expansion.
Looking ahead, the sector is expected to face renewed pressure in 2026 as rising memory prices weigh on mid-range and entry-level devices, particularly for Android vendors. While shipments may soften in the near term, demand is forecast to stabilise as component costs ease and replacement cycles resume.
The premium and productivity-oriented segment is likely to remain a key driver of growth. Apple’s launch of the latest iPad Air in early 2026, positioned between the flagship Pro and entry-level models, is expected to reinforce its premium mix and help sustain relatively stable shipments despite broader cost pressures.
