According to the latest data from the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker, global tablet shipments rose sharply by 13.1% year-over-year in the second quarter of 2025 (2Q25), reaching a total of 38.3 million units. This robust growth continues the positive momentum seen earlier in the year, driven by product refresh cycles, educational initiatives, and strategic market actions.

Sustained Growth Fueled by Product Updates and Market Dynamics

The growth observed in Q2 2025 builds upon the strong performance of Q1, supported by several key factors:

Product Refresh and Replacement Cycles: Manufacturers launched new models and refreshed existing ones, driving consumer upgrades.

Education Sector Demand: Government-sponsored education programs, particularly in China and emerging markets, significantly boosted tablet adoption.

Government Subsidies: Financial incentives in China encouraged consumers and institutions to acquire new devices.

US Market Stockpiling: Vendors increased inventory ahead of anticipated tariffs, resulting in higher shipment volumes than initially forecasted.

Emerging Market Demand: Growing demand for budget-friendly tablets, especially for education, supported volume growth.

AI-Powered Features: Innovations enhancing user experience and performance in premium tablets sparked additional interest among consumers.

Market Leaders and Their Performance Highlights in 2Q25

Apple Maintains Market Leadership with Incremental Growth

Apple led the global tablet market by shipping 12.7 million units, reflecting a 2.4% year-over-year increase. The launch of the new 10.9-inch iPad model, its first update in three years, coupled with refreshed 11-inch and 13-inch iPad Air variants, contributed significantly to Apple’s steady growth.

Samsung Strengthens Its Position with 7.2 Million Units Shipped

Samsung retained second place with 7.2 million shipments, growing 4.2% year-over-year. Expansion projects in Latin America, along with increased shipments to the Middle East and Europe, helped Samsung broaden its footprint and compete aggressively with other top vendors.

Lenovo’s Impressive 25% Growth to 3.1 Million Units

Lenovo continued its upward trajectory by shipping 3.1 million tablets, marking a 25% year-over-year growth. The company’s expansion into new sales channels and government subsidies in China supported strong demand for its Tab M Series, Y700, and Xiaoxin Pad Pro models.

Amazon Returns to the Top Five with Remarkable Growth

Amazon made a notable comeback, securing fourth place with 3.1 million units shipped, an extraordinary 205% year-over-year growth. This surge is attributed to Prime Day sales timed just before a potential tariff announcement, which was later delayed, prompting Amazon to stockpile inventory.

Xiaomi Sees 42% Growth, Rounding Out the Top Five

Xiaomi rounded out the top five by shipping 2.8 million tablets, a 42% increase year-over-year. The success of models like the Pad 7 and Redmi Pad SE, along with launches of three new tablets — Pad 7 Ultra, Pad 7S Pro, and Redmi K Pad — fueled this impressive growth.

Market Outlook: Consumer Behavior and Trends

IDC senior research analyst Anuroopa Nataraj emphasized the impact of price sensitivity on tablet purchases. Many consumers view tablets as secondary devices and prefer to wait for discounts or promotions before buying.

“Samsung’s aggressive promotions across multiple regions have been key drivers of volume sales. Meanwhile, Apple’s growth largely hinges on its more affordable iPad offerings,” said Nataraj. “Premium buyers do exist, but they are selective, valuing ecosystem integration, innovation, reputation, and brand trust — qualities only a few top brands can consistently provide.”

Conclusion

The 13.1% year-over-year growth in global tablet shipments in Q2 2025 signals a revitalized market powered by refreshed product lines, education-driven demand, and strategic inventory management ahead of tariff changes. Leading brands like Apple, Samsung, Lenovo, Amazon, and Xiaomi continue to innovate and capture market share, balancing affordability with premium features. As AI-enhanced tablets and budget-friendly options expand their reach, the tablet market is poised for sustained growth in the coming quarters.

Source @ idc