Omdia: Global Tablet Shipments Grew 10% in 2025 as Market Nears Slowdown

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Key Terms

cross-OS functionality technical

Cross-OS functionality means software or a feature can run the same way on different operating systems (like Windows, macOS, Linux, iOS, or Android). For investors, it matters because a product that works across platforms can reach more users, lower the risk tied to any single OS, and often cuts development and support costs—similar to a universal remote that controls many devices instead of one brand-specific controller.

AI-driven experiences technical

AI-driven experiences are products, services or customer interactions that use artificial intelligence to automate decisions, personalize content, or make tasks faster and easier—like a digital assistant that learns preferences or a website that adapts in real time. For investors they matter because they can boost user engagement, reduce costs, and create new revenue streams, but they also bring technology, data and regulatory risks that can affect growth and valuation.

generative AI ecosystem technical

A generative AI ecosystem is the network of software, data, computing power, developer tools, and services that create, refine and deliver AI systems that produce new content (text, images, audio or code). Like a garden with seeds, tools and water, the ecosystem determines how fast and well these systems grow, who can use them, and what they cost to run—factors that shape potential revenue, competitive advantage and investment risk for companies involved.

02/04/2026 - 05:19 AM

LONDON--(BUSINESS WIRE)-- The global tablet market continued its recovery in 2025, with shipments rising 9.8% year on year to 162 million units according to the latest research from Omdia. Momentum was strongest in the holiday quarter, with Q4 2025 shipments reaching 44 million units, up 9.8% year on year.

Worldwide tablet shipments and growth (2016 – 2025)

Central & Eastern Europe emerged as the fastest-growing region in 2025, followed closely by Asia Pacific. All regions recorded double-digit growth during the year, except for North America, although a healthy holiday season supported by vendor and retail discounting helped moderate the annual decline.

“In 2025, the tablet market delivered its highest annual shipment volume since the pandemic-driven demand boom of 2020,” said Himani Mukka, Research Manager at Omdia. “Seasonal holiday demand, combined with vendor pre-build activity ahead of anticipated memory constraints, provided a meaningful uplift to shipments in the final quarter. However, tablet demand will come under increasing pressure in 2026.”

Mukka added, “Vendors will need to carefully balance competitiveness with profitability as further disruption in the memory market threatens supply availability and drives up prices. Growth opportunities will be more selective, concentrated around premium and flagship model replacement cycles in developed markets alongside public-sector supported education demand in emerging markets.

On the product side, we expect a shift in how tablets are positioned and marketed, with vendors framing them as ecosystem-centric devices in a more controlled demand environment. This includes the introduction of cross-OS functionality and a focus on AI-driven experiences. Recent examples include Lenovo’s Qira, which operates across Windows and Android to deliver a more seamless user experience and reduce friction between AI assistants. In addition, the collaboration between Apple and Google to use Gemini for future Apple Intelligence features represents a positive step forward for the generative AI ecosystem across its device portfolio, including iPads.”

Worldwide tablet shipments (market share and annual growth) Omdia PC Market Pulse: Q4 2025
Vendor	Q4 2025 shipments	Q4 2025 market share	Q4 2024 shipments	Q4 2024 market share	Annual growth
Apple	19,630	44.9%	16,852	42.3%	16.5%
Samsung	6,444	14.7%	7,096	17.8%	-9.2%
Lenovo	3,865	8.8%	2,837	7.1%	36.2%
Huawei	3,029	6.9%	2,639	6.6%	14.8%
Xiaomi	2,797	6.4%	2,542	6.4%	10.1%
Others	8,000	18.3%	7,896	19.8%	1.3%
Total	43,765	100.0%	39,862	100.0%	9.8%

Note: Unit shipments in thousands. Percentages may not add up to 100% due to rounding. Source: Omdia PC Horizon Service (sell-in shipments), January 2026

The global tablet market grew 10% year on year in Q4 2025. Apple had robust demand and grew their lead as the top tablet vendor, delivering 19.6 million iPads, representing a 16.5% increase, driven by strong demand for the iPad 11^th Generation and the M5-powered iPad Pro lineup. Samsung ranked second but faced broader market slowdown pressures, with shipments declining 9.2% year on year to 6.4 million units. Lenovo led growth among major vendors, shipping 3.9 million units, up 36% year on year, supported by proactive shipment pull-in ahead of expected price increases. Huawei placed fourth with shipments of 3 million units and 14.8% growth, while Xiaomi completed the top five, shipping 2.8 million units, reflecting a 10.1% year-on-year increase in Q4 2025 while its full year shipments grew 25% compared to 2024. Vendor rankings remained unchanged in the full-year results.

ABOUT OMDIA

Omdia, part of Informa TechTarget, Inc. (Nasdaq: TTGT), is a technology research and advisory group. Our deep knowledge of tech markets grounded in real conversations with industry leaders and hundreds of thousands of data points, make our market intelligence our clients’ strategic advantage. From R&D to ROI, we identify the greatest opportunities and move the industry forward.