Global Tablet Market: iPad Leads with 40% Share in Q4 2024

Market research firm TechInsights released a report on February 10, 2025, revealing that the global tablet market saw only a 3% year-on-year increase in Q4 2024. Despite maintaining double-digit growth for most of the year, this slowdown has created uncertainty for the market’s trajectory in 2025. Apple’s iPad led the industry, capturing a dominant 40% market share.

Apple’s Strategic Moves Drive Demand

To counter the challenging market conditions, Apple effectively stimulated demand with the launch of the iPad mini (October 2024) and a price-reduced tenth-generation entry-level iPad. These strategic moves encouraged users to upgrade their devices, reinforcing Apple’s market leadership.

Lenovo and Xiaomi Continue Their Growth

Lenovo maintained its positive growth trajectory, while Xiaomi showed strong performance with the release of multiple competitive products. The Xiaomi Tablet 7 series, launched in October 2024, contributed significantly to the company’s market success. Learn more about the latest tech trends here.

Windows Tablets Face Increasing Challenges

The Windows tablet market encountered substantial challenges in Q4 2024. As Apple and Android manufacturers integrate productivity features once exclusive to Windows, the unique advantages of Microsoft Surface are gradually diminishing. To sustain profitability, Microsoft has shifted its focus to high-end tablets, sacrificing shipment volume. Meanwhile, its OEM partners are prioritizing the ongoing PC replacement cycle rather than aggressive tablet expansion.

Android Market Recovery Slows

Samsung experienced a mid-single-digit decline in year-on-year shipments, while Lenovo’s growth rate also slowed down. These trends suggest that the recovery momentum in the Android segment is weakening, even though it initially entered a rebound phase earlier than the broader tablet market.

Amazon’s Struggles in Key Markets

Amazon aimed to reverse its declining sales during the holiday season, but its overall performance remained slightly below break-even. This outcome is attributed to strategic shifts, including scaling back operations in European and Japanese markets and refocusing on the U.S.

Looking Ahead to 2025

As the global tablet market navigates to an uncertain 2025, the competition between Apple, Android, and Windows tablets will continue to evolve. The focus will be on innovation, pricing strategies, and ecosystem enhancements to drive future growth. With Apple’s iPad maintaining a strong 40% market share, industry players will need to adapt swiftly to remain competitive.