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.

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"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 .

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