Apple's Share in the Global Tablet Market Decreased in Q3 2025

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Akbar Ridwan 27/11/2025 18:52 WIB

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Apple still leads the global tablet market in Q3 2025. However, its market share declined compared to last year.

Global Tablet Shipments Market Share by Manufacturer, Q3 (2024-2025)

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Global Tablet Shipments Market Share by Manufacturer, Q3 (2024-2025)

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According to an Omdia report, global tablet shipments reached 40.04 million units in Q3 2025, growing 5.1% year-on-year (yoy).

This growth was primarily driven by strong demand in China, as well as the expansion of Chinese tablet vendors into the Middle East and Asia Pacific regions.

In Q3 2025, Apple still led the tablet market with a 35.6% share of total global shipments. However, its share decreased compared to Q3 last year.

Apple's closest competitor, Samsung, also saw its share decline to 17.3%.

Meanwhile, the market share of Chinese tablet manufacturers, namely Lenovo and Huawei, increased in Q3 2025, as shown in the graph.

According to Omdia research manager Himani Mukka, global tablet demand was boosted by numerous new product launches, government subsidies, increased interest in children's and gaming tablets, and promotions.

"In Q3 2025, the market saw seasonal sell-in ahead of the holiday period in the West and both holiday and 11.11 sales in Asia-Pacific and China," Mukka stated in her report (6/11/2025).

"However, sell-in is expected to remain muted and largely flat in Q4, with a similar outlook extending into 2026 as tablet replacement demand is projected to soften," she added.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."