Tablet sales worldwide grew by 13.1% in the second quarter of 2025. The total number of worldwide shipments amounted to 38.3 million units, a rise from 33.8 million units in the year prior.
Product launches and upgrades, including a number of educational projects and the Chinese government subsidizing projects, contributed to the increase in tablets shipped during Q2 2025.
Apple continued to hold the top spot in the tablet market with 33.1% of the market share. It shipped 12.7 million tablets in Q2 2025, a 2.4% increase year over year. The sales increase was due to the strong demand for the 10.9-inch iPad tablet and the new iPad Air models, which became popular with consumers. The 11-inch iPad Air was a popular model with consumers, as was the 13-inch iPad Air, which is known for its strong performance.
Samsung ranked second with 7.2 million tablets shipped to the market with an 18.7% share of the market. The south korean giant saw strong performance in its sales in the Middle East and Europe. Major projects in Latin America also contributed to the increase in Samsung tablets shipped in the second quarter. Samsung remains a strong player in the mid-range tablet market and sees growth through its robust tablet portfolio.
Lenovo ranked third with 8.2% of the market share. It shipped 3.1 million tablets, which is an 25% increase over the year before. The M Series, Y700, and the Xiaoxin Pad Pro tablet models contributed to Lenovo’s growth. Customers liked the design and performance of Lenovo’s new tablets.
Amazon placed fourth with 3.1 million units shipped. It achieved a staggering year on year growth of 205%. The growth helps demonstrate that Amazon’s home-grown tablet devices are becoming more widely accepted. Cheap prices through online discounts have helped increase Amazon’s tablet devices.
Why Are Tablets Flying off the Shelf?
High-end tablets have been made more appealing by artificial intelligence. Consumers are replacing old devices with faster devices. Education projects in a variety of different countries have constrained the demand for tablets. The chinese government has also offered support making the devices more affordable for students and workers.
There is a demand for tablets with enhanced features and lower prices. Apple leads the market, however, Samsung, Lenovo, and Amazon are in a rush to grow. Given the increasing role of ai, performance upgrades, and educational usage, the tablet market is set to push through to 2025.
Also Read: OnePlus Pad Lite vs. Samsung Galaxy Tab A9+ vs. Realme Pad 2: Which Budget Tablet Wins?
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