Apple and Lenovo lead tablet shipment growth in 2025, while Samsung declines

Lenovo logged the biggest jump in shipments.

File photo: Lenovo Legion Tab Gen 3 and iPad Air M3

Which brands dominated the list?

Top 5 tablet brands 2025

Apple and Lenovo were the biggest winners last year when it comes to worldwide tablet shipments.

Q4 2025 tablet shipments, tpp 5 players

• Apple - 44.9%, 16.5% growth
• Samsung - 17.8% share, -9.2% growth
• Lenovo - 7.1% share, 36.2% growth
• Huawei - 6.6% share, 14.8% growth
• Xiaomi - 6.4% share, 10.1% growth

Data from Omdia showed that Apple topped the list with an annual growth of 16.5 percent. Its fourth quarter (Q4) shipments reached 19.6 million, driven by strong demand for the iPad 11th Generation and the M5-powered iPad Pro lineup.

While Samsung ranked second, it experienced a market slowdown, with shipments declining 9.2 percent to 6.4 million units.

Lenovo logged the highest growth among major vendors, shipping 3.9 million units, up 36 percent year on year. This expansion was supported by proactive shipment pull-in ahead of expected price increases.

HUAWEI placed fourth with shipments of 3 million units and 14.8 percent growth, while Xiaomi completed the top five, shipping 2.8 million units, reflecting a 10.1 percent year-on-year increase in Q4 2025, while its full-year shipments grew 25 percent compared to 2024.

Vendor rankings remained unchanged in the full-year results.

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, Omdia said.

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, Omdia said.

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Source: Omdia