Worldwide tablet shipments grow by 20.4% in Q3 2024, Apple leads with over 31% market share

The worldwide tablet market has reported growth for the third consecutive quarter in Q3 2024.
39.6 million tablets were shipped worldwide during Q3 2024.
Apple and Samsung continued to dominate the market, with a combined market share of nearly 50%.

Worldwide tablet shipments continued to record good growth for the third consecutive quarter after over two years of decline. Tablet shipments recorded a year-on-year growth of 20.4% in Q3 2024, after reporting a 22.1% year-on-year growth in Q2 2024.

According to a report by IDC, 39.6 million tablets were shipped worldwide in Q3 2024, up from 32.9 million devices shipped in Q3 2023.

While the tablet market is not expected to reach the levels recorded during the pandemic with an increase in online education and work-from-home, the increase in shipments is part of a refresh cycle.

“There are several appealing opportunities for vendors to increase their presence in the tablet market – collaboration with educational institutions, entertainment and gaming, cross-device connectivity, integrations in healthcare and many more,” said Anuroopa Nataraj, senior research analyst, IDC Mobility and Consumer Device Trackers.

Amazon records the highest growth

Company	Q3 2024	Q3 2023	Change
Apple	12.6	12.4	1.61%
Samsung	7.1	6	18.33%
Amazon	4.6	2.2	109.10%
Huawei	3.3	2.3	43.48%
Lenovo	3	2.6	15.38%

Units in millions, Source: IDC

Apple, which currently leads the market reported a 1.61% growth in shipments from 12.4 million units in Q3 2023 to 12.6 million in Q3 2024. As per the report, the new iPad Pro performed below expectations due to its pricing.

Samsung has emerged second with 7.1 million units shipped in Q3 2024, up from 6 million units shipped in Q3 2023, recording a growth of 18.33%.

Amazon is back in the top five, occupying the third position with 4.6 million devices shipped in Q3 2024, up from 2.2 million devices shipped in Q3 2023, recording a 109.1% growth, making it the company to record the highest growth.

Huawei shipped 3.3 million units in Q3 2024, up from 2.3 million units in Q3 2023, recording a 43.48% growth in shipments.

Lenovo reported a decent increase in shipments at 15.38%, shipping 3 million units in Q3 2024, up from 2.6 million during the same period last year.

Apple and Samsung occupy nearly 50% market share

Company	Q3 2024 market share
Apple	31.70%
Samsung	17.90%
Amazon	11.60%
Huawei	8.20%
Lenovo	7.60%

Source: IDC

The tablet market is currently dominated by Apple and Samsung. The two companies hold a combined market share of nearly 50%.

“Recent innovations in AI have begun to attract consumers willing to pay a premium price. As AI features and applications grow, more consumers will prioritise these advanced capabilities in their next purchase,” Nataraj added.

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