Apple dominates Q4 2025 tablet market as Lenovo surges ahead

The global tablet market saw mixed results in the final quarter of 2025. While overall shipments reached 43.8 million units, some brands thrived while others faced declines. Apple led the sector, but Lenovo made the biggest gains, climbing to third place with a sharp rise in sales.

Apple dominated the market in Q4 2025, selling 19.6 million iPads. This gave the company a 44.9% share, up from the same period in 2024. The brand's strong performance helped drive overall growth, particularly in Central and Eastern Europe as well as the Asia-Pacific region.

Samsung, however, experienced a downturn. The company shipped 6.4 million units, securing a 14.7% share but falling short of its Q4 2024 figures. Despite this drop, it held onto second place in the rankings.

Lenovo stood out as the fastest-growing brand. The company sold 3.865 million tablets, capturing an 8.8% share. This marked a 36.2% increase from Q4 2024, pushing it from fourth to third place in the quarterly rankings. Over the full year, Lenovo also overtook Huawei, which saw a 14.8% rise in Q4 2025 shipments compared to the previous year.

Looking ahead, the market may face challenges in 2026. A persistent shortage of memory chips could limit production and reduce shipment volumes.

The fourth quarter of 2025 accounted for over a quarter of the year's total tablet sales. Apple maintained its lead, while Lenovo's rapid growth reshaped the rankings. Meanwhile, supply chain issues threaten to slow momentum in the coming year.