The worldwide tablet shipments see a growth in the second quarter of 2025 (Q2 2025). This upward trend follows the momentum set by the first quarter. The growth is driven by product updates, replacement cycles, educational programs, and government subsidies in China. In the United States, vendors have stockpiled the products ahead of expected tariff announcements. This resulted in higher-than-anticipated shipments.
Worldwide tablet shipments reached 38.3 million units in Q2 2025
The worldwide tablet shipments increased by 13.1% year-over-year (YoY) in Q2 2025. The shipments reached a total of 38.3 million units, as per a report by the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker.
It adds that emerging markets saw a rise in demand for education-related needs and the availability of budget-friendly options. IDC’s senior research analyst Anuroopa Natrah noted that many consumers are price-sensitive and often see tablets as backup devices and prefer to purchase them during promotions.
Apple led the tablet market, followed by Samsung
Apple led the tablet market with a total of 12.7 million shipments. It marked a growth of 2.4% year-over-year in the quarter. The iPad 10.9-inch model and the refreshed 11- and 13-inch iPad Air contributed to the growth.
Samsung is in the second spot and saw a 4.2% year-over-year growth in the quarter. It shipped a total of 7.2 million units. This is backed by the tech giant’s projects in Latin America and aggressive shipments push in the Middle East and Europe.
Lenovo saw its sales grow by 25% year-over-year with 3.1 million shipments. Expansions into new sales channels and government subsidies in China helped increase the demand, especially for models like Tab M Series, Y700, and Xiaoxin Pad Pro.
Amazon rejoined the top 5 brands
Amazon secured the fourth position. The vendor recorded a growth of 205% year-over-year, recording shipments of 3.1 million units. This growth can be attributed to the timing of the Prime Day sale occurring just before a tariff announcement (which eventually didn’t happen). This could have led Amazon to stockpile inventory.
Xiaomi secured the fifth position with total shipments of 2.8 million units and year-over-year growth of 42%. Xiaomi Pad 7 and Redmi Pad SE contributed to the growth. The launch of Xiaomi Pad 7 Ultra, Pad 7S Pro, and the Redmi K Pad further boosted sales.
Anuroopa Nataraj highlighted that Samsung’s aggressive promotions led to high volume sales in many regions. On the other hand, low-cost iPads drove Apple’s growth. While there are premium buyers, they are brand selective, as per the IDC executive. Premium buyers seek ecosystem, innovation, and brand reputation to justify the price.
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Source: ndroidheadlines.com