In the first quarter of 2025, Apple experienced a significant 14% year-over-year increase in iPad shipments, solidifying its dominance in the global tablet market. According to Canalys, Apple shipped approximately 13.7 million iPads during this period, up from just over 12 million in the same quarter of the previous year. This growth elevated Apple’s market share from 35.5% to 37.3%, effectively doubling the share of its nearest competitor, Samsung, which saw its market share decline to 18%. No other tablet manufacturer achieved a double-digit market share during this time.
The resurgence in iPad demand is largely attributed to consumers refreshing devices purchased during the COVID-19 pandemic. In 2020, lockdowns and increased remote work and learning led to a surge in tablet purchases as individuals sought to stay connected and entertained at home. With many of these devices now reaching the end of their typical four to five-year lifecycle, consumers are upgrading to newer models equipped with advanced features and improved performance.
Canalys notes that the primary driver of U.S. tablet shipments has been this consumer refresh cycle of pandemic-era devices. The introduction of new iPad models has further supported this trend, offering users compelling reasons to upgrade. Throughout 2025, it is anticipated that consumers will continue to replace aging devices with newer ones featuring enhanced silicon and capabilities.
However, the tablet market is expected to experience slower growth beyond 2025. Canalys predicts that average device lifespans will extend, and tablets may become a lower spending priority as discretionary income is allocated to other categories. Despite this, demand for premium tablets like the iPad is expected to remain robust, as consumers continue to seek high-quality devices that offer superior performance and longevity.
Apple’s ability to maintain and even expand its market share amidst these dynamics underscores the company’s strong brand loyalty and the enduring appeal of the iPad lineup. As the tablet market evolves, Apple’s focus on innovation and user experience positions it well to navigate future challenges and opportunities.
