Apple is the tablet market leader in Western Europe, shipping around 3.4 million units within the region in the fourth quarter of 2022. Samsung follows, with roughly 1.5 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
Tablet unit shipments in Western Europe from 1st quarter 2021 to 4th quarter 2022, by vendor
(in million units)
Characteristic
Apple
Samsung
Lenovo
Amazon
Microsoft
Huawei
Others
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Canalys. (April 3, 2023). Tablet unit shipments in Western Europe from 1st quarter 2021 to 4th quarter 2022, by vendor (in million units) [Graph]. In Statista. Retrieved August 25, 2024, from https://www.statista.com/statistics/1389472/tablet-unit-shipments-by-vendor-western-europe/
Canalys. "Tablet unit shipments in Western Europe from 1st quarter 2021 to 4th quarter 2022, by vendor (in million units)." Chart. April 3, 2023. Statista. Accessed August 25, 2024. https://www.statista.com/statistics/1389472/tablet-unit-shipments-by-vendor-western-europe/
Canalys. (2023). Tablet unit shipments in Western Europe from 1st quarter 2021 to 4th quarter 2022, by vendor (in million units). Statista. Statista Inc.. Accessed: August 25, 2024. https://www.statista.com/statistics/1389472/tablet-unit-shipments-by-vendor-western-europe/
Canalys. "Tablet Unit Shipments in Western Europe from 1st Quarter 2021 to 4th Quarter 2022, by Vendor (in Million Units)." Statista, Statista Inc., 3 Apr 2023, https://www.statista.com/statistics/1389472/tablet-unit-shipments-by-vendor-western-europe/
Canalys, Tablet unit shipments in Western Europe from 1st quarter 2021 to 4th quarter 2022, by vendor (in million units) Statista, https://www.statista.com/statistics/1389472/tablet-unit-shipments-by-vendor-western-europe/ (last visited August 25, 2024)
Tablet unit shipments in Western Europe from 1st quarter 2021 to 4th quarter 2022, by vendor (in million units) [Graph], Canalys, April 3, 2023. [Online]. Available: https://www.statista.com/statistics/1389472/tablet-unit-shipments-by-vendor-western-europe/