Tablet Market Trends: Apple’s iPad Faces Market Share Challenges
According to recent data from Canalys, Apple’s iPad, which marked its 15th anniversary this year, saw an increase in shipments throughout 2024. However, it concurrently faced a downturn in its overall market share relative to the previous year. The brands that capitalized most on this shift are Chinese manufacturers Huawei, Lenovo, and Xiaomi, with Xiaomi demonstrating the most substantial growth in market share among them.
Overall Tablet Market Growth
On a broader scale, Canalys announced that global tablet shipments increased by 9.2% compared to 2023, totaling 147.6 million units in 2024. This growth trend was observed across almost all regions, with North America being the only exception to this increase.
“As the PC market pivots toward a commercial refresh cycle, there is also a recovery in demand for tablets, ” stated Himani Mukka, Research Manager at Canalys.“A recent Canalys survey of channel partners found that 52% of those that sell commercial tablets expect their shipments to increase in 2025, with 32% expecting flat performance and just 16% anticipating a decline.”
Market Share Insights for 2024
Examining the market share among leading tablet vendors reveals valuable insights. Apple leads with a commanding 38.6% market share, followed by Samsung at 18.8%.Huawei captures 7.3%, while Lenovo and Xiaomi hold 7.1% and 6.2% respectively. Collectively, other brands account for 22% of the market.
Year-on-Year Growth Patterns
All major players in the tablet market reported annual growth in their shipments. Notably, Xiaomi experienced the most significant surge at 73.1%.Meanwhile, Apple recorded moderate growth of 5.3%, and Samsung followed with an 8.2% increase. In contrast, the “Others”category saw a slight decrease of 0.1%, indicating that the top five brands are solidifying their positions in this competitive market.
Future Prospects for Apple’s iPad
Amid these shifts, rumors have emerged suggesting that Apple is exploring the development of a groundbreaking iPad featuring a folding display, with possible plans for a 2028 release. This innovation could significantly influence Apple’s market share dynamics and determine whether the iPad lineup can maintain its relevance in an evolving landscape.
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