Global tablet sales jump 20% – Amazon and Huawei rise the most as Apple loses market

According to IDC, the global tablet market for the third quarter of 2024 showed growth of 20.4%, reaching a shipment volume of 39.6 million units. The revival of the market after weak performance in 2023 was facilitated by the release of new tablet models, active replenishment of sales channels and preparations for the holiday season. The integration of AI, although in the early stages, is noticeably fueling consumer interest and creating conditions for increasing average sales revenue.

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Apple shipped 12.6 million tablets in the third quarter of 2024, increasing this figure by 1.4% year on year. The start of the school season had a positive impact on sales of the recently released Apple iPad Air tablet model. At the same time, sales of the new Apple iPad Pro were below expectations, due to its high price, which is not attractive enough for buyers in emerging markets focused on more affordable devices.

Samsung also saw significant growth in tablet shipments. In the second quarter of 2024, this figure reached 7.1 million units, which is 18.3% higher than the same period last year. At the same time, the company released the flagship models Samsung Galaxy Tab S10 Ultra and Galaxy Tab S10+ with AI functions, which helped strengthen its position in the premium segment of the market. In the third quarter, the bulk of sales were made up of budget Galaxy A9 models, popular in most regions. Corporate tablet sales also contributed significantly to growth, supporting overall shipments.

Amazon ranked third among the largest tablet vendors, posting record growth of 111.3% and reaching shipments of 4.6 million units in the quarter. The company’s market share grew by 6% thanks to the updated Fire HD 8 model, which added AI features. The bulk of tablet sales occurred during Prime Day sales, which were held twice this year, allowing consumers to purchase devices at discounted prices.

Top 5 companies by tablet shipments, market share and annual growth. Image source: IDC

Huawei maintained its fourth place among tablet vendors in Q3 2024, posting strong year-on-year growth of 44.1% and increasing shipments to 3.2 million units. New models for the consumer and commercial market segments had a significant impact on the growth of sales of Huawei tablets, among which the Huawei MatePad SE 11 model, which gained popularity among users due to its attractive price, especially stood out.

In the third quarter of 2024, Lenovo dropped to fifth place among tablet suppliers, but its shipments increased by 14.7% year on year, reaching 3 million units. The company saw its strongest sales growth in China and Western Europe, where its performance improved significantly from a low base in the third quarter of 2023. Corporate sales made a significant contribution to the positive dynamics of Lenovo’s shipment growth.

Anuroopa Nataraj, Senior Analyst, Mobile and Consumer Device Tracking at IDC, noted that the tablet market opens up many new opportunities for companies to expand their presence, including partnerships with educational institutions, integration with entertainment and gaming platforms, and the use of AI in healthcare. Innovative AI solutions have already begun to attract buyers who are willing to pay higher prices for devices with advanced capabilities. With the development of AI technologies, more and more users will look to tablets with high-tech AI features aimed at improving their user experience.