Global tablet shipments declined in the fourth quarter of 2025, marking a shift toward a more mature phase for the category. According to the latest Global Tablet Market Tracker from Counterpoint Research, shipments fell around 3% quarter-on-quarter (QoQ) and 4% year-on-year (YoY).
The decline followed stronger performance in the previous quarter and a high comparison base from Q4 2024, when shipments had grown nearly 8% YoY. The prior-year growth was driven by major vendors such as Apple and Samsung returning to regular launch cycles, alongside the rapid expansion of Chinese OEMs.
Global Tablet Shipments Decline 3% QoQ in Q4 2025
Key highlights
- Shipments declined 3% QoQ and 4% YoY, while full-year 2025 volumes remained in the mid-100-million-unit range.
- Apple iPad ASP rose from $527 to $583, reflecting continued strength in the premium segment.
- Tablet display panel shipments declined, signaling normalization in production and controlled inventory ahead of 2026.
Beyond these highlights, the tablet market is transitioning to a steadier replacement-driven cycle. Vendors focused on higher-value devices and ecosystem integration over short-term shipment growth. OEMs also prioritized cleaner sales channels, tighter inventory management, and measured promotions.
This included Apple’s productivity-focused iPads and higher-end Android tablets supporting keyboards and styluses. Android vendors reinforced mid-range price segments while maintaining availability in entry-level and value categories.
Outlook
The global tablet market may face renewed pressure in 2026 due to rising memory prices, particularly for mid-range and entry-level Android devices. However, demand is expected to stabilize gradually as component costs normalize and replacement cycles continue.
Key expectations for 2026:
- Rising memory costs may impact mid-range and entry-level tablet economics.
- Shipments could soften short term but stabilize over the year.
- Premium and productivity-focused tablets will support replacement-driven demand.
- Apple’s iPad Air strengthens the premium segment with updated performance and memory configurations at broadly consistent price points.
Apple’s positioning of the iPad Air between the base and Pro models provides an accessible upgrade option while helping maintain a higher-value product mix even as broader memory cost pressures affect the market.