Lily Chemaa
The global tablet market saw significant growth in the third quarter of this year, with total shipments rising 20.4% year-on-year, reaching 39.6 million units. This remarkable surge can be attributed to the previous year’s sluggish market performance. However, 2023 marked a notable shift for Apple, as it was the first year since the release of the original iPad in 2010 that the company did not unveil a new iPad model.
Despite this, Apple continues to dominate the tablet market. In 2023, the company introduced two new iPad Pros featuring OLED displays and M4 chips, as well as two new iPad Air models (2024) powered by M2 chips. For larger screen enthusiasts, Apple also launched a 13-inch version of the iPad Air (2024), offering a more affordable alternative to the OLED-equipped iPad Pro. In addition, the company recently released the new iPad mini (A17 Pro).
Apple still holds the top spot in global tablet shipments, with 12.6 million units shipped in the third quarter, but its annual growth rate was only 1.4%. Much of this growth can be attributed to promotions during the back-to-school season, especially for the new iPad mini. Despite its continued leadership, Apple’s market share dropped from 37.7% last year to 31.7% in 2023.
Samsung’s Solid Performance
Samsung showed strong performance in the third quarter, with tablet shipments rising 18.3% year-on-year. However, this growth was slightly below the overall market growth rate of 20.4%, leading to a small dip in Samsung’s market share—from 18.2% to 17.9%. The company introduced high-end tablets such as the Galaxy Tab S10 Ultra and Galaxy Tab S10+, which are equipped with AI functions. Nevertheless, sales were primarily driven by the more affordable Galaxy Tab A9 series, catering to a broader audience.
Amazon’s Surge in Tablet Shipments
Amazon made a remarkable leap in the global tablet market, securing the third spot with 4.6 million units shipped in the third quarter. The company’s tablet shipments surged by an impressive 111.3% year-on-year. Amazon’s success can be attributed to the addition of AI features in the Fire HD 8 model, along with strong sales driven by Prime Day promotions. As a result, Amazon’s market share rose sharply from 6.6% to 11.6%, reflecting its growing presence in the tablet space.
Huawei Continues to Grow
Huawei ranked fourth, showing an impressive 44.1% year-on-year growth in tablet shipments during the third quarter. This growth rate is more than double that of the global tablet market, as Huawei shipped 3.3 million units. Its global market share also grew from 6.9% to 8.2%, indicating the company’s increasing footprint in the tablet industry.
Lenovo’s Decline in Market Share
Lenovo, on the other hand, struggled in the third quarter, with shipments growing by only 14.7%. The company shipped 3 million units, but its market share fell from 8% to 7.6%. Despite introducing new tablet models, Lenovo’s performance did not meet the expectations set by the overall market growth.
Conclusion: Global Tablet Market Outlook
In summary, the global tablet market saw impressive growth in the third quarter of this year, with shipments reaching 39.6 million units, up from 32.9 million units in the same period last year. Apple remains the leader, but its market share has decreased, while other companies such as Amazon and Huawei show strong growth. Samsung continues to be a major player, but its performance did not fully match the market’s upward trend. As tablet innovations continue, the competition in the market is expected to intensify, with companies seeking to capture more market share through new features and competitive pricing.
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