IDC: Global Tablet Shipments Grow 13% in Q2 2025 as Apple Maintains Lead
Global tablet shipments surged by 13% in Q2 2025, reaching 38.3 million units, according to the latest data from the International Data Corporation (IDC). This growth was fueled by replacement cycles, fresh device launches, and state subsidies in China. Several brands also boosted inventory in anticipation of upcoming tariffs, which contributed to the strong quarter.
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Apple Leads the Pack
Apple dominated the market with 12.7 million shipments and a 33.1% share, driven by strong sales of the base iPad (2025). The company recorded 2.4% year-over-year growth, cementing its position as the industry leader.
Samsung Holds Second Place
Samsung followed with 7.2 million shipments and an 18.7% share, up 4.2% year-over-year. The Galaxy Tab series remained particularly popular in Latin America, the Middle East, and Europe.
Lenovo, Amazon, and Xiaomi in the Top Five
- Lenovo shipped 3.1 million units (8.2% share), boosted by demand for its Tab M series and models like the Y700 and Xiaoxin Pad Pro in China.
- Amazon posted the fastest growth, with shipments soaring 205% year-over-year thanks to its Fire tablet lineup, matching Lenovo’s 3.1 million units (8% share).
- Xiaomi ranked fifth with 2.8 million shipments (7.4% share), fueled by demand for the Pad 7 and Redmi Pad SE.
IDC Q2 2025 Global Tablet Market Data
| Company | 2Q25 Shipments (M) | Market Share | 2Q24 Shipments (M) | Market Share | YoY Growth |
|---|---|---|---|---|---|
| Apple | 12.7 | 33.10% | 12.4 | 36.60% | 2.40% |
| Samsung | 7.2 | 18.70% | 6.9 | 20.30% | 4.20% |
| Lenovo | 3.1 | 8.20% | 2.5 | 7.40% | 25.00% |
| Amazon | 3.1 | 8.00% | 1.0 | 3.00% | 205.00% |
| 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% | 33.8 | 100% | 13.10% |
Source: IDC Worldwide Quarterly Personal Computing Device Tracker, August 7, 2025
