Federica Laricchia
Research expert covering the global consumer technology industry
Tablets - statistics & facts
Are you looking for a mobile device with computer and smartphone capabilities? Then tablets are the right fit for you, striking a perfect balance between the two device categories. The iPad, the first modern tablet, was released by Apple in 2010. Since its launch, the device has dramatically changed the global tablet market in terms of technology and consumer expectations, encouraging other companies such as Samsung and Huawei to release competing products in quick succession.
Since the introduction of the iPad, Apple has been the leader of the tablet market. More than 14 years later, the American tech giant still dominates the industry, accounting for over 40 percent of total tablet shipments at the end of 2023. Nevertheless, competition remains strong as rival manufacturers continue to improve their tablet device offerings. Samsung and Huawei rounded out the top three manufacturers as of the same period, shipping over seven million and almost three million units, respectively.
Apple leads the tablet market
Over the past decade, the tablet market has experienced fluctuations. For instance, the years of the COVID-19 pandemic saw an increased demand for mobile PC devices, due to new remote work policies and shifting home entertainment habits. Consequently, the market recorded growth in shipments and revenue through 2020 and 2021. However, soon after, both KPIs decreased. In 2024, the tablet market is forecast to generate revenue of under 55 billion U.S. dollars, with this value expected to increase in the coming years, while shipments are expected to remain somewhat stable.Since the introduction of the iPad, Apple has been the leader of the tablet market. More than 14 years later, the American tech giant still dominates the industry, accounting for over 40 percent of total tablet shipments at the end of 2023. Nevertheless, competition remains strong as rival manufacturers continue to improve their tablet device offerings. Samsung and Huawei rounded out the top three manufacturers as of the same period, shipping over seven million and almost three million units, respectively.
iPadOS vs Android
Similar to the smartphone market, two operating systems fight for leadership of the tablet operating system market: Apple’s iPadOS and Google’s Android. As Android is available as an open-source licensed OS, manufacturers other than Google are able to adopt it to cut costs on research and development, resulting in a great number of tablets running the software. This made Google’s OS the leader of the tablet OS market until 2022. In that year, iPadOS surpassed Android and took on the leading position, which it still held as of late 2023, controlling over half of the market. By contrast, other operating systems, like Microsoft, play a very minor role in this market. Looking ahead, given their functionalities, tablets will remain a fruitful segment of the consumer electronics market, offering ever improving products to consumers looking for a device in the sweet spot between a smartphone and a laptop.
