The global tablet market recorded a strong growth of 13.1% in Q2 2025 with 38.3 million units shipped worldwide. According to the International Data Corporation (IDC), this growth was driven by new model launches, replacement of older devices, education projects, government subsidies in China, and vendor actions to add early stock in the United States.
Apple continued to dominate the tablet market with shipments of 12.7 million units in the second quarter of 2025, which was an increase of 2.4% compared to the previous year. This surge was contributed by the relaunch of the 10.9-inch iPad and the refreshed iPad Air models.
Samsung was in second place with 7.2 million units shipped, recording a growth of 4.2%. This performance was driven by education projects in Latin America and aggressive shipping strategies in the Middle East and Europe.
Lenovo remained in third place with shipments of 3.1 million units, which was an increase of 25% compared to the previous year. This growth was driven by the success of the Tab M, Y700, and Xiaoxin Pad Pro models as well as subsidy support from the Chinese government.
Amazon returned to fourth place with 3.1 million units, recording a remarkable jump of 205%. This increase was attributed to the Prime Day campaign and inventory replenishment strategy ahead of expected tariffs.
Xiaomi was in fifth place with 2.8 million units shipped, an increase of 42%. This performance was supported by popular models such as the Pad 7 and Redmi Pad SE, as well as the launch of three new tablets, the Pad 7 Ultra, Pad 7S Pro, and Redmi K Pad.