Worldwide tablet shipments increased by 13.1% year-over-year in the second quarter of 2025 (2Q25), reaching a total of 38.3 million units, as reported by the International Data Corporation (IDC) Worldwide Quarterly Personal Computing Device Tracker.
Continued Growth from Earlier in the Year
This upward trend follows the momentum from the first quarter and is mainly fueled by product updates, replacement cycles, educational programs, and government subsidies in China. In the United States, vendors stockpiled products ahead of expected tariffs, which resulted in higher than anticipated shipments.
Emerging markets saw demand rise due to education-related needs and the availability of budget-friendly tablets. Furthermore, advancements such as AI-powered features that enhance user experience, efficiency, and performance have driven increased interest in premium tablet models.
Highlights from Leading Vendors in 2Q25
- Apple led the pack by shipping 12.7 million units, marking a 2.4% increase year-over-year. The new 10.9-inch iPad model, updated after three years, along with refreshed 11- and 13-inch iPad Air versions, contributed to this growth.
- Samsung remained in second place, shipping 7.2 million units—a 4.2% year-over-year growth—backed by Latin America projects and expanded shipments to the Middle East and Europe.
- Lenovo held onto third position, with shipments climbing 25% year-over-year to 3.1 million units. Expansion into new sales channels and government subsidies in China helped increase demand for models such as the Tab M Series, Y700, and Xiaoxin Pad Pro.
- Amazon rejoined the top five with 3.1 million units shipped, an impressive 205% increase year-over-year. This surge was likely driven by the timing of Prime Day occurring just before a tariff announcement that was ultimately delayed, prompting Amazon to stockpile inventory.
- Xiaomi placed fifth by shipping 2.8 million tablets, reflecting a 42% year-over-year growth. The Pad 7 and Redmi Pad SE contributed strongly, supplemented by the launch of three new models: Pad 7 Ultra, Pad 7S Pro, and Redmi K Pad.
Market Outlook and Consumer Trends
IDC senior research analyst Anuroopa Nataraj noted that many consumers are price-sensitive, often seeing tablets as backup devices and preferring to purchase during promotions.
She highlighted Samsung’s wide-reaching promotions as a key sales driver and Apple’s reliance on affordable iPads for growth, stating that discerning premium buyers seek ecosystem, innovation, reputation, and trust—attributes only a handful of top brands provide.