Global Tablet Market Surges 13.1% in Q2 2025: Apple Leads, Amazon Returns

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…

By Raunak Saha

August 9, 2025

2 min read

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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.