The global tablet market ended 2025 on a quieter note. According to Counterpoint Research’s Global Tablet Market Tracker, worldwide tablet shipments declined approximately 3% quarter-over-quarter (QoQ) and 4% year-over-year (YoY) in Q4 2025 — a market entering a clear maturation phase rather than one in trouble.
Global Tablet Market: Q4 2025 Snapshot
| Metric | Q4 2025 Data |
|---|---|
| QoQ Shipment Change | -3% |
| YoY Shipment Change | -4% |
| Apple iPad ASP (Q3 2025) | $527 |
| Apple iPad ASP (Q4 2025) | $583 (+~10% QoQ) |
| Prior Year Context | Q4 2024 grew ~8% YoY |
| OEM Strategy | Inventory discipline over volume chasing |
Why Shipments Declined — and Why That’s Not the Whole Story
The Q4 dip needs context. The prior year comparison was tough — Q4 2024 shipments had grown nearly 8% YoY as the market rebounded on the back of leading OEMs like Apple and Samsung returning to more regular launch cycles, and the rapid expansion of Chinese OEMs. Against that high base, a 4% YoY decline in Q4 2025 tells you the market normalised, not collapsed.
OEMs prioritised inventory discipline, profitability and mix improvement over chasing short-term volume spikes. That’s a strategic shift worth noting — brands are choosing margin over market share, which is broadly healthier for the long-term ecosystem.
Apple Stands Out With Rising iPad Prices
The most striking data point from the quarter is Apple’s iPad average selling price. Apple saw the average selling price of an iPad go from $527 in Q3 2025 to $583 in Q4 2025, a roughly 10% jump that helped offset the broader market cooldown and reinforced Apple’s dominance in the premium tier.
The new iPad Air launched in Q1 2026 continues this premium positioning. The latest iPad Air further strengthens the premium-leaning segment of the market by offering a refreshed option between flagship Pro models and base iPads, giving cost-conscious upgraders an accessible premium choice and helping Apple defend a richer premium mix.
What Comes Next for the Tablet Market
Over the medium term, tablet shipments are expected to stabilise within a relatively narrow range as replacement-driven demand, richer premium mix and deeper integration into the multi-device ecosystem shape the next phase. This is a market settling into a steady cadence — not one in decline.
For deeper analysis of the tablet market and what it means for buyers in India, check our tablet coverage on Technosports. And for the latest on iPad and Android tablet launches, follow our consumer electronics section on Technosports.
