In Q3 2025, global tablet shipments reached 38.5 million units, marking a 2% year-over-year increase, indicating the market remains in a phase of weak recovery. Apple (AAPL.US) outperformed industry growth through promotional strategies and product portfolio synergy, while Lenovo (00992) achieved a 32% year-over-year surge driven by product line expansion and channel advantages. Looking ahead to 2025, global tablet shipments are projected to reach 147 million units, sustaining year-over-year growth. However, entering 2026, upward price pressures on core components like memory may reverse the market’s growth trajectory.

**Market Overview: Q3 2025 Global Tablet Shipments at 38.5M Units, Up 2% YoY** Despite the concentrated release of pre-stocking demand following policy and tariff adjustments, the market showed resilience without significant declines, reflecting a weak recovery primarily driven by replacement demand and structural improvements. Promotions, generational product transitions, and differentiated new models remained key growth drivers.

Sigmaintell forecasts global tablet shipments to reach 147 million units in 2025, building on 2024’s stabilization. However, 2026 risks a slowdown as memory component price hikes strain supply chains. Brands with weaker memory procurement and pricing power face heightened challenges: constrained supply may disrupt product planning, while rising costs will inevitably push up retail prices, dampening demand. This could intensify market polarization, with leading brands leveraging scale, supply chain control, and brand premium to withstand pressures, while smaller brands grapple with limited pricing flexibility and shipment volatility.

**Brand Performance: Apple Solidifies Lead, Lenovo Reclaims No. 3 Spot** Apple maintained its market leadership with Q3 shipments of 14.5 million units, up 9% YoY, outperforming the industry. Growth was fueled by stable U.S.-China tariffs, global promotions, and strong demand for its balanced iPad lineup—the base model and iPad Air 11-inch grew 13% collectively. The OLED iPad Pro series also rebounded, with Q3 shipments rising ~30% sequentially after inventory normalization.

Samsung shipped ~6.4 million tablets, down 2% YoY, as product lifecycle transitions caused supply mismatches. Its A-series refresh in Q4 weakened Q3 pull, while flagship and FE-series demand softened post-Q2 highs.

Lenovo surged 32% YoY to 3.5 million units, reclaiming third place. Its expansion of cost-effective models like the Xiaoxin Pad GT 11.1 and 12.1, coupled with PC channel synergies, drove growth across markets—particularly in China, where new launches boosted channel activity.

Huawei shipped ~2.9 million units, down 1% YoY. Despite subsidy policy headwinds in China, new releases like the MatePad Mini—a compact, high-performance standout—helped stabilize shipments.