Highlights
- Apple shipped 19.6 million iPads, up 16.5% year-over-year, boosting its market share to 44.9%, well ahead of Samsung (14.7%) and Lenovo (8.8%).
- The global tablet market grew 10% YoY in Q4 2025, showing signs of stabilisation after three years of decline.
- Omdia warns of memory supply constraints that could pressure tablet demand in 2026.
Apple recorded a strong performance in the global tablet market during the fourth quarter of 2025. iPad shipments rising sharply even as overall market growth showed early signs of cooling, according to a new report from research firm Omdia.
iPad Shipments Rise as Market Stabilises
Omdia’s data shows that Apple shipped 19.6 million iPads in Q4 2025, marking a year-over-year growth of 16.5 percent. This was the second-highest growth rate among major tablet brands, behind Lenovo, which reported a 36.2 percent increase on shipments of 3.9 million units during the same period.
Despite Lenovo’s faster growth rate, Apple strengthened its dominant position in the market. The company gained 2.6 percentage points in market share, reaching 44.9 percent in Q4 2025. Samsung followed at 14.7 percent, while Lenovo captured 8.8 percent.
Huawei and Xiaomi accounted for 6.9 percent and 6.4 percent, respectively, with other tablet manufacturers making up the remaining 18.3 percent of global shipments.
Strong Demand for New iPads Drives Growth
Omdia noted that Apple outperformed the broader tablet market in the final quarter of the year. The report stated, “Apple had robust demand and grew their lead as the top tablet vendor, delivering 19.6 million iPads, representing a 16.5% increase, driven by strong demand for the iPad 11th Generation and the M5-powered iPad Pro lineup.”
Global Tablet Market Sees Modest Recovery
Looking beyond Apple, the overall tablet market grew by around 10 percent year over year in Q4 2025, slightly exceeding the growth recorded in 2024. This indicates a gradual stabilisation following three consecutive years of decline after the pandemic-era surge in demand.
Himani Mukka, Research Manager at Omdia, highlighted the role of memory supply challenges in shaping recent shipment trends and warned of potential headwinds ahead. Mukka said, “In 2025, the tablet market delivered its highest annual shipment volume since the pandemic-driven demand boom of 2020. […] Seasonal holiday demand, combined with vendor pre-build activity ahead of anticipated memory constraints, provided a meaningful uplift to shipments in the final quarter. However, tablet demand will come under increasing pressure in 2026.”
While Apple closed 2025 on a strong note, Omdia suggests that supply-side challenges, particularly around memory availability, could weigh on tablet demand across the industry in the coming year.
FAQs
Q1. How did Apple perform in the global tablet market during Q4 2025?
Answer. Apple shipped 19.6 million iPads, marking a 16.5% year-over-year growth, and increased its market share to 44.9%, strengthening its lead.
Q2. Which iPad models drove Apple’s strong growth in Q4 2025?
Answer. The growth was fueled by strong demand for the iPad 11th Generation and the M5-powered iPad Pro lineup.
Q3. What challenges could impact the tablet market in 2026?
Answer. Omdia warns that memory supply constraints may pressure tablet demand in 2026, despite the strong performance seen in late 2025.