Worldwide tablet shipments grew 1.9% year over year in 4Q25, reaching 40.9 million units, according to IDC’s Worldwide Quarterly Personal Computing Device Tracker.
For full-year 2025, shipments increased 5% year over year to 151.9 million units, reflecting sustained replacement demand earlier in the year, strategic portfolio refreshes, subsidy-driven sales in the PRC, and education-led deployments across regions.
While replacement-driven growth tapered in the second half, seasonal promotions, particularly from premium vendors, helped stabilize the market heading into 2026.
What drove tablet market growth in 4Q25?
Several factors supported growth in the quarter:
1. Seasonal promotions from premium vendors
Holiday discounting—particularly across Apple’s portfolio—stimulated volume during peak promotional periods.
2. Education and government projects
Institutional deployments provided pockets of resilience, especially in APJ and Europe, partially offsetting softer retail momentum.
3. Shipment pull-forward ahead of 2026 memory constraints
Vendors and channel partners accelerated shipments in anticipation of expected memory supply tightness and pricing pressure in 2026.
The result: modest but meaningful year-over-year expansion despite a more cautious consumer environment.
Vendor performance: Market share and momentum
Apple maintains leadership
Apple shipped 17.1 million units in 4Q25, capturing 41.9% market share and delivering 8% year-over-year growth.
Entry-level iPads accounted for nearly 52% of Apple’s quarterly sales, with additional support from iPad Air 2024 and refreshed iPad Pro models.
Samsung faces share pressure
Samsung retained the #2 position with 6.4 million shipments but declined 7.5% year over year, reflecting competitive promotional intensity.
Lenovo expands in EMEA and PRC
Lenovo delivered 35.3% year-over-year growth, shipping 3.9 million units and benefiting from XiaoxinPad and Y700 performance in the PRC.
Xiaomi and Huawei navigate PRC subsidy tightening
Both vendors experienced subsidy-related softness domestically but offset pressure with regional expansion. Xiaomi grew 15.8% year over year, while Huawei rose 4.9%.
Full-year 2025 outlook: Replacement wave normalizes
The tablet market began 2025 supported by a post-pandemic replacement cycle. As the year progressed, that demand moderated, resulting in more measured growth in the second half.
According to IDC:
The 2025 tablet market began the year supported by a wave of replacement demand… However, as the year progressed, replacement-driven demand gradually tapered, leading to more measured growth in the second half of 2025.
With 151.9 million units shipped in 2025, the market closed the year on more normalized footing.
What this means for 2026
As the industry moves into 2026, three dynamics will shape performance:
- Anticipated memory supply constraints
- Inventory planning adjustments
- Heightened competitive pricing strategies
Vendors that balance innovation, cost discipline, and promotional execution will be best positioned to defend share in a more stabilized demand environment.
Why this matters for technology suppliers and buyers
For suppliers, the data reinforces the importance of:
- Portfolio refresh timing
- Channel strategy discipline
- Regional demand diversification
For buyers, the moderation of replacement demand suggests:
- Longer lifecycle planning
- Increased pricing sensitivity
- Strategic timing of procurement cycles
IDC’s market intelligence helps both sides navigate these shifts with confidence.
