Apple Curtails Global Tablet Shipments in Q3 2024

According to a report by the International Data Corporation (IDC), global tablet shipments reached 39.6 million units in Q3 2024, a 20.4% year-on-year (YoY) increase.

IDC attributes this growth to device upgrades, holiday season preparation, and the integration of artificial intelligence (AI) features in tablets.

During this period, Apple captured a 31.7% share of the global tablet market with 12.6 million units shipped, a 1.4% YoY increase.

"The back-to-school season helped boost sales of the newly launched iPad Air models," the IDC team wrote in its report on Friday, November 1st, 2024.

Meanwhile, iPad Pro sales slumped due to its high price point, which proved unattractive to users in developing countries.

Samsung shipped 7.1 million tablet units, a YoY increase of 18.3%. This growth was driven by premium tablet series released in previous quarters, such as the Galaxy Tab S10 Ultra and Galaxy Tab S10, featuring Galaxy AI.

"The low-end Galaxy A9 also boosted their sales in most regions," said the IDC team.

Amazon.com shipped 4.6 million tablet units, a significant surge of 111.3% YoY. Amazon's performance was supported by the Fire HD 8 model, enhanced with the latest AI features, and several models discounted during the Prime Day shopping festival.

Chinese manufacturer Huawei shipped 3.3 million units, a 44.1% YoY growth, followed by Lenovo with 3 million units, a 14.7% YoY increase.

Other brands combined shipped 9.1 million tablet units in Q3 of this year, a 21.8% YoY jump.

IDC projects that tablet manufacturers can increase shipments through collaborations with educational institutions, entertainment companies, and the gaming industry. Furthermore, the use of AI-based features can enhance user experience.

"As AI features and applications evolve, more consumers will prioritize these advanced capabilities in their next purchase," said IDC Senior Research Analyst Anuroopa Nataraj in the report.