In Q1 2025, the global tablet market grew 8.5% year-over-year, driven by various factors. The U.S. saw increased shipments as older devices needed replacement after the pandemic, despite blanket tariffs having minimal impact on tablets. In China, consumer subsidies coinciding with Lunar New Year discounts led to double-digit growth, with Apple leading the market. However, Samsung experienced a 5.2% decline, while Xiaomi saw significant growth (56.1% YoY). Overall, Apple shipped 13.7 million units, maintaining a 37.3% market share, while business purchases in the education sector remained stagnant, particularly in the U.S. due to administrative pressures.
The global tablet market experienced a growth of 8.5% year-over-year in the first quarter of 2025, as reported by Canalys. However, the reasons behind the increase in shipments varied across different markets.
During the pandemic, there was a significant rise in tablet sales as many transitioned to remote work and schooling. Now, those devices are around 4-5 years old and in need of replacement, which contributed to the surge in Q1 shipments in the US.
The Trump administration announced widespread tariffs but quickly exempted smartphones, tablets, and chips, resulting in minimal impact. Nevertheless, tariffs may still influence the market; as pricing on various items rises, Canalys forecasts that tablet upgrade cycles could lengthen as they become a lower priority compared to other products.
In China, consumer subsidies offered by the government, coinciding with traditional Lunar New Year discounts, resulted in double-digit growth in shipments. Unlike in the smartphone segment, Apple retains the top spot in China while competitors Huawei and Xiaomi grow, bolstered by their ecosystems of smart devices, and Honor succeeds in the value-oriented market.
Globally, Apple dominates the tablet market, shipping 13.7 million units—a 14% increase from the previous year. Samsung saw a decrease of 5.2% but holds the second position. Xiaomi is rapidly expanding but remains far behind Apple and Samsung with 3 million units shipped this quarter (up 56.1% YoY). Xiaomi has surpassed Lenovo, now in fourth place. Huawei, despite a strong showing in China, is losing ground in the global market with a decline of 12.5%.
| Worldwide tablet shipments (market share and annual growth) Canalys PC Market Pulse: Q1 2025 |
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| Vendor | Q1 2025 shipments | Q1 2025 market share | Q1 2024 shipments | Q1 2024 market share | Annual growth |
|---|---|---|---|---|---|
| Apple | 13,746 | 37.3% | 12,062 | 35.5% | 14.0% |
| Samsung | 6,633 | 18.0% | 7,000 | 20.6% | -5.2% |
| Xiaomi | 3,072 | 8.3% | 1,969 | 5.8% | 56.1% |
| Lenovo | 2,537 | 6.9% | 2,135 | 6.3% | 18.8% |
| Huawei | 2,394 | 6.5% | 2,735 | 8.1% | -12.5% |
| Others | 8,453 | 22.9% | 8,046 | 23.7% | 5.1% |
| Total | 36,834 | 100.0% | 33,947 | 100.0% | 8.5% |
| Note: Unit shipments in thousands. Percentages may not add up to 100% due to rounding. Source: Canalys Smartphone Analysis (sell-in shipments), Month 2025 | |||||
Tablets are purchased not only by consumers but also by businesses and organizations, such as schools. This market, however, was stagnant in Q1. Government programs could facilitate bulk purchases for schools throughout the year, though this is unlikely in the US where the Department of Education faces pressure from the Trump administration. Thailand, on the other hand, has announced multi-year funding for a significant procurement initiative.
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