Global Tablet Market Declines in Q3 2023: Apple Leads the Segment

81639 3840x2160 desktop 4k apple logo background photo

The global tablet market experienced a decline in shipments during the third quarter of 2023, with overall shipments falling by 7% year-over-year to reach 33 million units. Despite this slowdown, Apple continued to dominate the market, capturing a 38% share with shipments of 12.5 million iPads.

Key Highlights:

  • Global tablet shipments declined by 7% year-over-year in Q3 2023 to reach 33 million units.
  • Apple maintained its leadership position with a 38% market share, shipping 12.5 million iPads.
  • Samsung followed in second place with a 19% market share, shipping 6.2 million tablets.
  • Lenovo remained in third place with an 8% market share, shipping 2.6 million tablets.
  • Huawei and Xiaomi showed growth, capturing 5.7% and 4.9% market share, respectively.

81639 3840x2160 desktop 4k apple logo background photo

Apple’s success can be attributed to the strong brand loyalty it has cultivated among consumers, as well as the continued popularity of its iPad lineup. The iPad has become a versatile device that caters to a wide range of users, from students and professionals to casual users who enjoy streaming content and browsing the web.

Samsung and Lenovo Hold Steady:

Samsung maintained its second-place position in the tablet market with a 19% share, shipping 6.2 million tablets. The company’s Galaxy Tab series has been a strong competitor to Apple’s iPad, offering a range of devices at various price points.

Lenovo remained in third place with an 8% market share, shipping 2.6 million tablets. The company has been expanding its tablet portfolio with a focus on affordability and innovation, and it has been successful in gaining traction in emerging markets.

Huawei and Xiaomi Show Growth:

Huawei and Xiaomi were the bright spots in the otherwise declining tablet market, both showing growth in shipments during Q3 2023. Huawei captured a 5.7% market share, shipping 1.9 million tablets, while Xiaomi captured a 4.9% market share, shipping 1.6 million tablets.

Both companies have been expanding their tablet presence in China and other emerging markets, offering competitive devices at attractive prices. They are also focusing on developing innovative features to differentiate their tablets from the competition.

Looking Ahead:

The global tablet market is expected to remain challenging in the near future, as consumers continue to prioritize smartphones and laptops. However, there are some factors that could help to drive growth, such as the increasing popularity of 5G connectivity and the growing demand for tablets for education and work-from-home purposes.

Apple is expected to continue to lead the market with its strong brand and innovative products. Samsung and Lenovo are also likely to remain strong contenders, while Huawei and Xiaomi could continue to gain share in emerging markets.

The global tablet market is facing headwinds, but there are also some opportunities for growth. Apple is well-positioned to maintain its leadership, while Samsung, Lenovo, Huawei, and Xiaomi are all vying for a larger share of the market. The future of the tablet market will depend on a number of factors, including the development of new technologies, the adoption of 5G connectivity, and the demand for tablets for education and work-from-home purposes.


About the author


James Miller

Senior writer & Rumors Analyst, James is a postgraduate in biotechnology and has an immense interest in following technology developments. Quiet by nature, he is an avid Lacrosse player. He is responsible for handling the office staff writers and providing them with the latest updates happenings in the world of technology. You can contact him at