Apple iPad dominates tablet market as demand soars in Q2 2024

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Apple’s iPad significantly contributed to the expansion of the global tablet market in the second quarter of 2024, driven by enhancements to the iPad Pro and iPad Air that resulted in a rise in shipments for the period.

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In May, Apple introduced substantial updates to its iPad Air and iPad Pro models, equipping them with M2 and M4 chips, among other modifications. These enhancements appear to have positively influenced the overall market.

As reported by Counterpoint’s Global Tablet Market Tracker, the total tablet market experienced a year-on-year increase in shipments during the second quarter of 2024. Despite being a traditionally slow period, global shipments rose by approximately 15% compared to Q2 2023.

Apple’s role in the growth was marked by a 14% rise in its own shipments. Although it did not experience the most significant year-on-year change compared to other manufacturers, its substantial market share ensured that this increase had a considerable impact on the overall market.

The growth in iPad sales has mirrored the overall market expansion, resulting in Apple maintaining a 37% market share, consistent with Q2 2023. The absence of iPad updates in 2023, coupled with anticipated changes and updates in 2024, likely contributed to an increase in sales following a notably subdued year for the iPad.

Research associate Kevin Lee remarked that “the return of market leaders to their regular model release schedules suggests a positive outlook for 2024.” He further noted that this trend reflects a revival in consumer sentiment.

Other vendors experienced notable growth, albeit with significantly smaller market shares. Samsung recorded a 16% increase in year-on-year shipments, yet its market share remained unchanged at 20%.

Huawei’s shipments surged by 49% year-on-year, leading to a rise in its market share from 6% to 7%. Similarly, Lenovo achieved a shipment growth of 17%, but its market share remained constant at 7% during the same timeframe in 2023.

Xiaomi saw a remarkable 92% increase in shipments for the quarter, effectively doubling its market share from 3% to 6%. In contrast, the category of “other” unnamed vendors faced a 2% decline in shipments, causing their segment share to decrease from 28% in Q2 2023 to 23% in 2024.

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