As brands battle for market share, global tablet shipments jump 8.5% in1Q25, driven by strong Chinese subsidies, consumer upgrades, and education demand.
Global tablet shipments grew 8.5% year-on-year (YoY) in the first quarter of 2025, reaching 36.8 million units, according to the latest data from Canalys, now part of Omdia.
Growth was observed across all major regions, led primarily by consumer and education-driven refresh cycles, signalling a robust market rebound despite ongoing global uncertainties.
Greater China emerged as the fastest-growing major region. This surge was attributed mainly to government retail subsidies aligned with Lunar New Year promotions, which sparked a significant boost in consumer demand.
“The government subsidies, coupled with festive discounts, created a perfect storm for tablet sales in Greater China,” said Himani Mukka, Research Manager at Canalys. “Vendors who timed their promotions with these subsidies experienced notable uplifts, challenging even Apple’s long-standing dominance,” she noted.
Apple retained its leading position globally, shipping 13.7 million iPads in Q1, marking a 14% increase YoY and capturing a commanding 37.3% market share. However, domestic brands such as Xiaomi, Huawei, and HONOR are increasingly narrowing the gap.
Xiaomi recorded an impressive 56.1% YoY growth, reaching 3.1 million units shipped and securing third place by surpassing Lenovo, which posted 19% growth with 2.5 million units. Meanwhile, Huawei’s shipments declined 12.5% amid ongoing geopolitical and market pressures.
“Xiaomi’s aggressive portfolio expansion and value-for-money devices resonate well across emerging and mature markets,” Mukka said.
On the other hand, Samsung’s 5.2% shipment decline and shrinking market share to 18% suggest intensifying competition and challenges in differentiating products.
The ‘Others’ category, accounting for nearly 23% of shipments and growing 5.1%, indicates a fragmented market with numerous smaller players capitalising on niche segments and regional opportunities.
In the United States, tablet shipments followed typical seasonal patterns, despite initial volatility caused by tariff uncertainties.
“The tariff announcements did not significantly accelerate demand,” explained Kieren Jessop, Research Manager at Canalys. “Instead, the primary driver was a consumer refresh cycle of devices bought during the pandemic, now reaching the end of their useful life.” He added, “With economic pressures on discretionary spending, we anticipate slower growth ahead, but premium tablet demand should remain steady.”
The commercial tablet market remained subdued in Q1. However, education segments continue to offer growth potential, driven by government initiatives such as Japan’s GIGA programme, India’s state and central initiatives, and Thailand’s recent funding announcements.
A Canalys poll revealed optimism among B2B channel partners, with over 50% expecting increased tablet sales in 2025. Many see tablets as cost-effective alternatives to PCs, particularly for mobile workers. However, 30% report limited demand, often because employees prefer using personal devices.
Economic pressures impact discretionary spending, so the premium segment remains critical to overall market health.
Looking forward, the market faces headwinds from stretched consumer budgets and longer device lifespans. Yet, the growing role of tablets as flexible computing devices in education and mobile workforces offers promising avenues for sustained growth.
“The tablet industry is evolving beyond traditional use, becoming an integral tool in education and business mobility,” Jessop concluded. “Manufacturers that innovate around these needs will thrive in the coming years.”
