According to the latest report from the International Data Company (IDC), global tablet shipments grew by 13% during the April-June (Q2) period, reaching 38.3 million units. The growing shipment volume was largely driven by replacement cycles, new device launches, and state subsidies in China. Several brands also stockpiled inventory in anticipation of tariffs, which also played a key role in the rising shipments.
Apple led the global tablet market in Q2 with 12.7 million shipments and a 33% market share. Cupertino’s base iPad (2025) was the key driver for the brand, which saw a 2.4% year-over-year growth in total shipments.
Samsung came in second with 7.2 million shipments for the period and an 18.7% market share. The Galaxy Tab series proved popular across Latin America, the Middle East and Europe.
| Top Five Tablet Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Q2 2025 (Preliminary results, shipments in millions) |
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| Company | 2Q25 Unit Shipments | 2Q25 Market Share | 2Q24 Unit Shipments | 2Q24 Market Share | Year-Over-Year Growth |
|---|---|---|---|---|---|
| 1. Apple | 12.7 | 33.10% | 12.4 | 36.60% | 2.40% |
| 2. Samsung | 7.2 | 18.70% | 6.9 | 20.30% | 4.20% |
| 3. Lenovo | 3.1 | 8.20% | 2.5 | 7.40% | 25.00% |
| 4. Amazon | 3.1 | 8.00% | 1.0 | 3.00% | 205.00% |
| 5. Xiaomi | 2.8 | 7.40% | 2.0 | 5.90% | 42.00% |
| Others | 9.4 | 24.60% | 9.1 | 26.80% | 3.60% |
| Total | 38.3 | 100.00% | 33.8 | 100.00% | 13.10% |
| Source: IDC Worldwide Quarterly Personal Computing Device Tracker, August 7, 2025 | |||||
Lenovo rounded out the top three with 3.1 million shipments and an 8.2% market share thanks to strong demand for its Tab M series. China’s state subsidy also bolstered demand for the Y700 and Xiaoxin Pad Pro models.
Amazon was the fastest growing company in terms of shipments as its Fire range expanded by over 200%, tying Lenovo with 3.1 million shipments and an 8% market share. Xiaomi came in fifth place with 2.8 million shipments and a 7.4% market share thanks to strong demand for its Pad 7 and Redmi Pad SE models.
