As the post-pandemic surge fades, global tablet shipments dip in the third quarter of 2025, with Apple leading and Lenovo defying the slowdown with double-digit growth.
Worldwide tablet shipments fell by 4.4% year-on-year in the third quarter of 2025 (3Q25), totalling 38 million units, according to recent data from the International Data Corporation (IDC).
After six consecutive quarters of growth driven by product refreshes and a strong replacement cycle, the market showed signs of slowing. The data highlighted that elevated inventory levels from the first half of 2025, caused partly by stockpiling amid tariff uncertainties, contributed to the decline.
However, demand held firm in emerging markets, supported by education projects, government-led digitisation drives, and smartphone brands expanding their tablet portfolios.
Among the brands, Apple retained its top position, shipping 13.2 million iPads; a 5.2% increase from 12.5 million in 3Q24. Despite tough comparisons with last year’s strong refresh cycle, the 10.9-inch iPad performed exceptionally well, boosting overall growth and helping Apple secure a 34.7% market share.
Samsung stayed second with shipments of 6.9 million units, down 1.9% year-on-year. The company’s consumer-focused strategy, emphasising premium S10/S11 models alongside its affordable A-series tablets, sustained demand. However, weaker commercial sales weighed on its performance.
Lenovo maintained third place with 3.7 million units shipped, marking a robust 22.6% growth from 3 million a year earlier. Strong consumer demand, fueled by the launch of new XiaoxinPads, contributed to its 9.7% market share.
Huawei re-entered the top five, shipping 3.4 million tablets; up 3.7% year-on-year. While sales in China dipped due to high year-over-year comparisons, growth in Latin America, Europe, and the Middle East, aided by new models like the MatePad Mini, offset the decline.
Xiaomi rounded out the top five with 2.5 million units, up 7.2% from 3Q24, driven by the launches of the Pad 8, Pad 8 Pro, and Redmi Pad 2.
IDC analyst Anuroopa Nataraj said the tablet market is transitioning from pandemic-driven demand to “steady, value-oriented growth.” She added that innovation in AI, display technology, and detachable designs is helping sustain consumer and enterprise interest despite longer replacement cycles.
