Market share of tablet vendors in Brazil 2012-2023

In Brazil, in 2023, Samsung held almost 60 percent of the market for tablets. It was followed by Apple with about 27 percent market share. In 2012, Apple had sold over two thirds of the tablet devices in the market, but Samsung gradually displaced it as the market leader. 

The Brazilian tablet market is prosperous

After Apple introduced the first modern tablet, the iPad, the device quickly gained popularity around the world, including Latin America. In Brazil, tablets are today one of the most popular consumer electronics devices among consumers, generating over one billion U.S. dollars in revenue in 2023. Tablet shipments in the Latin American country have fluctuated in recent years, with just under 530 thousand tablets shipped in the first quarter of 2023.

Apple vs. Samsung

The iPad’s introduction inspired many other consumer electronics companies to manufacture their own tablets. Over the past decade, firms like Samsung, Huawei, and Lenovo launched their versions of the device. In Brazil, Apple led the tablet market until 2022, when Samsung took on the leading position, holding almost 50 percent of the market and leaving the American tech giant behind, with around 24 percent. Similarly, Android is the leading tablet operating system in Brazil, occupying over 75 percent of the market.