Apple remains the king of tablets.

Apple continues to hold the leading position in tablet market share throughout 2025, but the market may face significant pressure in the following year.

ZNews•07/02/2026

iPad Air M3. Photo: The Verge .

According to data from market research firm Omdia , Apple is expected to maintain its leading position in the tablet market share in 2025 amid a market recovery.

Global tablet sales are projected to reach 162 million units in 2025, a 9.8% increase compared to last year. According to Omdia , the strongest growth will occur during the holiday season (Q4 2025), when sales will reach nearly 44 million units, a 9.8% increase compared to Q4 2024.

Apple is one of the major contributors to the market. Data from Omdia shows that iPad sales in Q4 2025 reached 19.6 million units, a 16.5% increase compared to the same period last year. Sales were driven by high demand for the 11th generation iPad and the iPad Pro M5.

The Q4 2025 results helped Apple increase its market share to 44.9%, far surpassing its competitors in the final quarter of the year. The next positions were held by Samsung (14.7% market share), Lenovo (8.8%), Huawei (6.9%), and Xiaomi (6.4%), with the remaining companies accounting for a combined 18.3% of the market.

The Omdia report also highlights changes in the tablet market in the coming years, with manufacturers potentially focusing more on ecosystems and AI-generated features.

Specifically, brands will position tablets as the centerpiece of their product ecosystem, including features like data synchronization across multiple operating systems and a focus on expanding AI experiences.

You may also like

Dak Lak: Enhancing children's "active immunity" in the online environment.Many solutions will be implemented in Dak Lak to raise awareness and responsibility among all levels, sectors, organizations, and people in protecting and supporting children's healthy development in the online environment; and to increase children's "active immunity".

Hanoi is incorporating low-income economic activities into its centenary planning for the first time.The 100-year vision for the Capital City's planning identifies the low-level economy as a new area for development, opening up space below 1,000m for sectors such as flying taxis, UAVs, media, and telecommunications.

Vietnam has two more legal "pillars" for national digital transformation.The Law on Digital Transformation and the Law on High Technology, both effective from July 1st, create a new legal framework to promote technological development, innovation, the digital economy, and the improvement of the institutional ecosystem.

"Recent examples include Lenovo's Qira, a platform that runs on both Windows and Android to deliver a more seamless user experience, optimizing AI assistants."

Furthermore, the collaboration between Apple and Google to use Gemini for Apple Intelligence features is a positive step forward for the AI ecosystem across its entire device portfolio, including the iPad," Omdia 's article stated.

doanh so iPad, gia ban iPad Air, gia ban iPad Pro, iPad Pro M5, doanh so tablet anh 1

Tablet sales and market share of various brands in Q4 2025. Image: Omdia .

Tablet market growth varied across regions. Data showed Central and Eastern Europe experiencing the highest growth rates, followed by Asia-Pacific. All regions recorded double-digit growth except for North America, where the decline was offset by year-end holiday sales.

In 2026, the tablet market is predicted to face significant challenges due to memory shortages, driving up component prices.

"Companies will have to carefully balance competitiveness and profitability as memory disruptions worsen, threatening supply and component prices."

"Growth strategies may be more selective, focusing on upgrading flagship models in developed markets, as well as meeting the educational needs of public schools in some emerging regions," commented analyst Himani Mukka from Omdia .

United States - Vietnam: Don't miss

Vietnam encourages US businesses to expand investment in high technology.On the morning of June 26th, at the Government Headquarters, Deputy Prime Minister Ho Quoc Dung received Mr. Jeff Place, Supply Chain Director of Coherent Group (USA). During the meeting, the Deputy Prime Minister affirmed that Vietnam encourages US businesses to expand investment, especially in high-tech, innovation, and semiconductor industries.

Encourage U.S. businesses to expand investment in high-tech sectors.Deputy Prime Minister Ho Quoc Dung said that Vietnam welcomes US businesses to continue expanding their operations in Vietnam, especially in high-tech industries and sectors with high added value.