Global tablet shipments rose by 13% in Q2 2025, totaling 38.3 million units. Replacement cycles, new device launches, and government subsidies in China fueled this growth. Major brands prepared for tariffs by stockpiling inventory, influencing shipment numbers. Apple topped the market with 12.7 million units and a 33% market share, driven by the success of the base iPad (2025). Samsung followed with 7.2 million units and 18.7% share. Lenovo and Amazon tied with 3.1 million shipments, bolstered by demand for specific models alongside Xiaomi with 2.8 million shipments.
Global tablet shipments increased by 13% during Q2 2025, reaching 38.3 million units, driven by replacement cycles, new device launches, and subsidies in China.
Apple led the market with 12.7 million shipments, representing 33% market share, primarily due to the base iPad (2025) which saw a 2.4% year-over-year growth.
Samsung secured second place with 7.2 million shipments and 18.7% market share, with its Galaxy Tab series proving popular across Latin America, the Middle East, and Europe.
Amazon was the fastest-growing company, with its Fire range expanding over 200%, matching Lenovo’s 3.1 million shipments and achieving an 8% market share.
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