According to the latest report from International Data Corporation (IDC), global tablet shipments increased by 13% in the second quarter (April-June) of 2025, reaching 38.3 million units. So, how is the tablet market shaping up, and which brand leads the pack? Here are the details!
Apple became the leader of the tablet market
Apple secured the top position in the global tablet market with 12.7 million shipments and a 33.1% market share in Q2 2025. The company’s core iPad (2025) model played a key role in driving a 2.4% year-over-year growth in total shipments.
Samsung followed in second place with 7.2 million shipments and an 18.7% market share. The Galaxy Tab series showed strong popularity, especially in Latin America, the Middle East, and Europe.
Lenovo claimed third place with 3.1 million shipments and an 8.2% market share, supported by strong demand for its Tab M series.
Amazon was the fastest-growing company, with its Fire tablet series expanding shipments by over 200% to 3.1 million units, capturing an 8% market share—close to Lenovo’s level.
Xiaomi ranked fifth with 2.8 million shipments and a 7.4% market share, driven by strong demand for the Pad 7 and Redmi Pad SE models.
Other brands accounted for 9.4 million shipments and a 24.6% market share.
Summary Table:
| Rank | Company | Q2 2025 Shipments (Million) | Q2 2025 Market Share | Q2 2024 Shipments (Million) | Q2 2024 Market Share | Year-over-Year Growth (%) |
|---|---|---|---|---|---|---|
| 1 | Apple | 12.7 | 33.1% | 12.4 | 36.6% | 2.4% |
| 2 | Samsung | 7.2 | 18.7% | 6.9 | 20.3% | 4.2% |
| 3 | Lenovo | 3.1 | 8.2% | 2.5 | 7.4% | 25% |
| 4 | Amazon | 3.1 | 8.0% | 1.0 | 3.0% | 205% |
| 5 | Xiaomi | 2.8 | 7.4% | 2.0 | 5.9% | 42% |
| – | Others | 9.4 | 24.6% | 9.1 | 26.8% | 3.6% |
| Total | 38.3 | 100% | 33.8 | 100% | 13.1% |
