The second quarter of 2025 saw the global tablet market heat up like a championship race. IDC’s latest numbers crown the winners, spotlight the underdogs, and reveal who’s gunning for the top.
1. Apple – The Reigning Champion
With 12.7 million units shipped and a 33% market share, Apple remains king of the tablet arena. Its updated base iPad proved that even entry-level can feel premium, helping secure a 2.4% year-over-year boost.
2. Samsung – The Consistent Contender
Samsung stayed close behind with 7.2 million units and an 18.7% share. The Galaxy Tab lineup dominated in Latin America, the Middle East, and Europe, showing that steady global appeal still wins points.
3. Lenovo – The Local Hero
Lenovo’s 3.1 million shipments, an 8.2% share, and a 25% growth rate were powered by China’s subsidy programs and a strong Tab M series. The Xiaoxin Pad Pro and Y700 became hometown favorites.
4. Amazon – The Surprise Sprinter
Amazon tied Lenovo in shipments but outpaced everyone in speed, rocketing 205% year-over-year. The Fire series’ affordability made it the breakout star of the quarter.
5. Xiaomi – The Rising Challenger
Xiaomi’s 2.8 million units and 42% growth show it’s no longer just a side player. The Pad 7 and Redmi Pad SE are quickly becoming global crowd-pleasers.
Wildcard: The Tariff Effect
Several brands boosted shipments early, bracing for possible tariff hikes that could shake up pricing later in the year.
Final Scorecard
Total shipments hit 38.3 million units, up 13% from last year. With momentum building, the tablet market is shaping up for its most competitive holiday season since 2020.
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