Tablet unit shipments in Western Europe 2021-2023, by vendor

Apple is the tablet market leader in Western Europe, shipping around 1.6 million units within the region in the second quarter of 2023. Samsung follows, with roughly 1.2 million units shipped in the same period. 

The European tablet market

Since Apple launched their first tablet, the iPad, in 2010, the devices grew in popularity around the globe, including Europe. In 2022, the European tablet market generated almost 12 billion dollars in revenue, but forecast suggest revenues will decrease in future years. In that same year, around 25 million tablets were shipped throughout Western Europe, down from 31 million units recorded one year before.

Apple leads the tablet market in Europe 

Given the iPad’s success, several consumer electronics companies manufactured their own tablet devices and entered the tablet market. Examples are the South Korean tech giant Samsung, Huawei, and Xiaomi. Although their ratios of the European tablet market increased in recent years, Apple still remains its leader, holding a share of over 50 percent. By contrast, as for the tablet operating system market, iOS and Android hold similar share, being the undiscussed tablet OS market leaders. In early 2023, Android occupied a slightly larger share of the European tablet OS market, over 50 percent