The global tablet market is increasingly showing signs of maturing. While overall shipments are declining slightly, some manufacturers continue to achieve stable revenues. Apple, in particular, is holding its own in this environment.
A recent report by Counterpoint Research shows that Apple is partially offsetting the decline in the tablet market by significantly increasing the average selling price of the iPad.
The development in the tablet market is similar to that of many other technology markets. After years of strong growth, demand is stabilizing, while replacement purchases are becoming more important than initial purchases.
During this phase, manufacturers with a strong brand and a clear premium strategy benefit most. Apple is among the companies that can further consolidate their market position even in a weaker market environment.
Tablet market weakens slightly
According to Counterpoint Research's "Global Tablet Market Tracker", worldwide tablet shipments declined in the fourth quarter of 2025.
- Compared to the third quarter of 2025, the number of units delivered decreased by approximately 3 %.
- Compared to the fourth quarter of 2024, the decline was 4 %.
The decline follows a particularly strong third quarter and a high year-on-year comparison base. In the fourth quarter of 2024, tablet shipments had increased by almost 8% year-on-year. This recovery was primarily driven by more regular product cycles from major manufacturers like Apple and Samsung, as well as the rapid expansion of Chinese OEMs.
Average iPad price rises significantly
While the overall market is weak, Apple has been able to significantly increase the average selling price of the iPad.
- Q3 2025: $527
- Q4 2025: $583
This represents an increase of approximately 10 %. The higher average price helped Apple partially offset the general market slowdown and simultaneously strengthens the company's dominant position in the premium tablet segment.
The report also points out that this position could give Apple an advantage over Android manufacturers in the long run. Rising memory prices are putting particular pressure on entry-level and mid-range devices.
iPad sales continue to grow
Apple's own financial figures also show a positive trend. In the first quarter of fiscal year 2026, which refers to the quarter ending December 27, iPad revenue increased year-over-year by 5% to $8.5 billion.
During the subsequent conference call, Apple CEO Tim Cook and CFO Kevan Parekh explained that the quarter also brought a new record for iPad upgrades.
More than half of iPad buyers were new customers, showing that Apple continues to attract new users to its tablets.
The market is evolving towards replacement purchases
According to Counterpoint Research, the tablet market remained in the range of several hundred million units sold for the year as a whole. At the same time, trends indicate that the market is increasingly evolving into a more stable model, characterized more by replacement purchases.
Forecast until 2029
The report anticipates that tablet shipments will continue to grow until 2029. Year-on-year growth is expected to remain positive until 2028, before potentially declining slightly in 2029 and 2030.
Apple strengthens its position in the tablet market
The latest report shows that Apple is further consolidating its strong position in the tablet market. Despite slightly lower shipments overall, the average iPad price has risen to $583, while revenue has grown to $8.5 billion.
With a clear premium strategy and stable demand, Apple remains one of the most important players in the global tablet market. (Image: Shutterstock / Dontree_M)
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