The global tablet market is experiencing a remarkable comeback! According to the latest IDC Worldwide Quarterly Personal Computing Device Tracker, worldwide tablet shipments surged 13.1% year-over-year in Q2 2025, reaching 38.3 million units—the strongest growth in recent quarters.
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Market Leaders Drive Recovery
This impressive growth stems from product refreshes, educational programs, government subsidies in China, and strategic stockpiling ahead of anticipated US tariffs. The renaissance reflects changing consumer needs and emerging AI-powered features.
Q2 2025 Tablet Shipment Leaders
| Rank | Brand | Units Shipped | YoY Growth | Market Share | Key Drivers |
|---|---|---|---|---|---|
| 1 | Apple | 12.7M | +2.4% | 33.2% | New 10.9″ iPad, refreshed iPad Air |
| 2 | Samsung | 7.2M | +4.2% | 18.8% | Latin America projects, EU expansion |
| 3 | Lenovo | 3.1M | +25% | 8.1% | China subsidies, Tab M Series success |
| 4 | Amazon | 3.1M | +205% | 8.1% | Prime Day timing, tariff stockpiling |
| 5 | Xiaomi | 2.8M | +42% | 7.3% | Pad 7 series, three new model launches |
Apple Maintains Dominance
Apple shipped 12.7 million units, benefiting from the first major update to its 10.9-inch iPad in three years, plus refreshed 11- and 13-inch iPad Air models. Despite modest 2.4% growth, Apple’s ecosystem appeal keeps it firmly ahead.
Amazon’s Spectacular Return
The biggest story is Amazon’s dramatic 205% surge to 3.1 million units, catapulting it back into the top five. Strategic inventory buildup ahead of delayed tariff announcements, combined with Prime Day timing, fueled this remarkable comeback.
Growth Drivers Reshape Market
Educational demand in emerging markets and government subsidies in China powered significant growth for brands like Lenovo and Xiaomi. Meanwhile, AI-powered features are driving premium tablet adoption, enhancing user experience and productivity.
For insights on choosing the perfect tablet for your needs, explore our tablet buying guides and productivity device comparisons.
Market Outlook
IDC analyst Anuroopa Nataraj notes that price-sensitive consumers view tablets as secondary devices, driving promotion-based purchasing behavior. Success increasingly depends on ecosystem integration, innovation reputation, and trust—advantages held by established leaders.
The market’s 13.1% growth signals renewed vitality in a category many considered mature.
