After a strong performance, the global tablet market is showing a downward trend. According to the latest report from IDC, total shipments decreased by 4.4% year-on-year in Q3 2025 to 38 million units. This decline was due to precautionary stock management measures following concerns over tariffs.
Despite facing market challenges, Apple remained the leader with shipments of 13.2 million units, recording a 5.2% year-on-year growth in Q3 2025.
Samsung came in second with shipments of 6.9 million units, recording a 1.9% year-on-year decline. The brand is said to be stabilizing in the consumer segment through its focus on the S10 and S11 models and the expansion of its affordable A series.
Lenovo maintained its third position with shipments of 3.7 million units, a 22.6% year-on-year increase. This growth was driven by the recent launch of new tablets in China along with an aggressive shipping strategy.
Huawei returned to the top five with shipments of 3.4 million units and a year-on-year growth of 3.7%. Despite the decline in China, Huawei gained momentum thanks to the launch of the MatePad Mini and market stability in Latin America, Europe and the Middle East.
Xiaomi came in fifth with shipments of 2.5 million units and a year-on-year growth of 7.2%. This momentum was supported by the launch of new products such as the Pad 8, Pad 8 Pro and Redmi Pad 2.
