iPad Demand Surges as Apple Strengthens Grip on Tablet Market

Global tablet shipments saw a robust rebound in 2025, reaching 162 million units, marking a 9.8% year-over-year increase. The holiday quarter saw particularly strong growth, with shipments of 44 million units, also up 9.8%. This surge was the highest annual volume since the 2020 demand spike, fueled by anticipation of memory constraints. Apple significantly contributed to this growth, shipping 19.6 million iPads in the fourth quarter, a 16.5% increase. This performance, driven by demand for newer iPad models, boosted Apple's market share to 44.9%. Samsung, Lenovo, Huawei, and Xiaomi followed, with shared market percentages. Future positioning of tablets is evolving to emphasize ecosystem integration and AI features. Cross-OS functionality and AI-driven experiences are key trends in tablet development. Regional performance varied, with Central and Eastern Europe and Asia Pacific leading growth. North America experienced slower growth, but discounts helped mitigate a decline.