Apple extended its lead in the global tablet market at the end of 2025 as overall shipments rebounded, according to a new survey by Omdia.
Global tablet shipments are said to reach 162 million units in 2025, representing a 9.8% year-on-year increase. The research firm said the biggest boost came during the holiday quarter, when shipments reached 44 million units, also up 9.8% compared to the same quarter a year earlier. Omdia described the year-over-year total as the highest shipment volume seen since a surge in demand in 2020, driven in part by expectations of memory supply constraints.
Apple has been a key contributor to market growth over the past year. Omdia reports that Apple shipped 19.6 million iPads in the fourth quarter of 2025, a 16.5% year-over-year increase. The company said the performance was driven by strong demand for the 11th generation iPad and the iPad M5 Pro.
Fourth quarter results boosted Apple’s market share to 44.9%. This put Apple well ahead of other tablet vendors Samsung with 14.7%, Lenovo with 8.8%, Huawei with 6.9% and Xiaomi with 6.4% during the holiday quarter. Other manufacturers together accounted for the remaining 18.3% of shipments.
The report also highlighted changes in how tablets are expected to be positioned in the coming years, including a greater emphasis on ecosystem integration and AI functionality:
On the product side, we expect a change in how tablets are positioned and marketed, with vendors positioning them as ecosystem-focused devices in a more controlled demand environment. This includes introducing features across operating systems and focusing on AI-driven experiences. Recent examples include Lenovo Qira, which runs on Windows and Android to provide a smoother user experience and reduce friction between AI assistants. Additionally, the collaboration between Apple and Google to leverage Gemini for future Apple Intelligence features is a positive step forward for the generative artificial intelligence ecosystem across their device portfolio, including iPads.
Regional performance varied throughout the year. Omdia said Central and Eastern Europe will see the fastest growth in 2025, followed by Asia Pacific. All regions posted double-digit growth except for North America, where dealer and retailer discounts helped offset an otherwise downward trend during the holiday season.
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