The global tablet market experienced remarkable growth in the second quarter of 2025. According to data from the International Data Company (IDC), global tablet shipments increased by 13% year-over-year between April and June, reaching 38.3 million units.

Tablet sales continue to grow

This growth was driven by product change cycles, new model launches, projects specifically targeted at the education sector, and government subsidies in China. Furthermore, some brands prepared for potential tariffs by increasing their inventory early, which was a significant factor in the increased shipments.

Apple maintained its market leadership with 12.7 million shipments. The company’s total market share was measured at 33%. Strong demand, particularly for the entry-level iPad (2025), directly impacted Apple’s performance in the second quarter. Apple recorded a 2.4% year-over-year shipment increase and maintained its top spot during this period thanks to the success of the new model.

Samsung ranked second with 7.2 million units shipped and 18.7% market share. The company supported its shipments with education-focused projects in Latin America while also expanding its distribution network to increase competition in the Middle East and European markets. This strategy was directly reflected in Samsung’s second-quarter figures.

Lenovo reached 3.1 million shipments thanks to demand for its Tab M series. The company moved into third place with an 8.2% market share. Subsidy support from the Chinese government, particularly for its Y700 and Xiaoxin Pad Pro models, fueled Lenovo’s 25% year-over-year growth.

Amazon, ranked fourth, drew attention with the growth of its Fire tablet series. The company increased shipments by over 200% compared to the previous year, making it the fastest-growing manufacturer during the period. The adoption of lower-priced models, particularly in emerging markets, fueled Amazon’s rise.

Xiaomi, which ranked fifth, reached 2.8 million shipments thanks to strong demand for its Pad 7 and Redmi Pad SE models. The company’s global market share was measured at 7.4%. Xiaomi’s aggressive pricing policy and product diversity across different segments were among the factors that boosted the brand’s second-quarter performance.

The overall market growth was influenced not only by new devices but also by economic and political factors. China’s subsidy policies and global logistics plans led brands to focus their shipments on the second quarter of the year.

According to IDC data, whether the market continues at a similar pace in the coming quarters will be closely linked to new product launches and global economic stability.