苹果iPad中国市场份额大跌14%

Core Insights - The tablet market in mainland China continues to show strong momentum, with a year-on-year shipment increase of 9% to 8.8 million units in Q3 2025, but significant changes in brand dynamics are observed [2][3] Market Performance - Apple's iPad shipments fell sharply by 14% year-on-year to 2 million units, with its market share decreasing from 29% to 23% [2][3] - Huawei maintained its leading position with 2.7 million units shipped, capturing 31% of the market, a 21% increase year-on-year, widening its lead over Apple by 8 percentage points [2][3] - Lenovo topped the quarterly growth rate with a 71% year-on-year increase, matching Xiaomi's shipment of 900,000 units and raising its market share from 6% to 10% [2][3] Competitive Landscape - Domestic brands collectively hold 77% of the market share, up 5 percentage points from the previous year, indicating a clear divide where local brands are thriving while Apple is declining [2][3] - The decline in iPad sales is attributed to increased competition from domestic tablets in the 2000-3000 yuan price range, which offer superior specifications compared to the basic iPad model [3][4] Strategic Insights - Lenovo's growth strategy focuses on "niche scenarios and price penetration," targeting the education market with learning tablets and offering competitive pricing for its products [4] - Continuous discounting and direct subsidies from manufacturers have kept tablets highly attractive to Chinese consumers, with brands like Huawei, Xiaomi, and Lenovo diversifying their product offerings [4] Future Outlook - Omdia forecasts a 12% growth in the tablet market by the end of 2025, reaching 35 million units, driven by aggressive product launches and pricing strategies from domestic manufacturers [4] - However, a market adjustment is expected in 2026, with a projected 9% decline in shipments to 32 million units [4]