Canalys·2026-02-04 10:25Core Insights - The global tablet market is expected to recover in 2025, with a year-on-year shipment growth of 9.8%, reaching 162 million units [2] - The strongest performance is anticipated in the fourth quarter of 2025, with shipments reaching 44 million units, also reflecting a 9.8% year-on-year increase [2] - The Central and Eastern Europe region is projected to be the fastest-growing market in 2025, followed by the Asia-Pacific region [2] Market Performance - In Q4 2025, the global tablet market is expected to grow by 10% year-on-year [7] - Apple is projected to lead the market with shipments of 19.6 million iPads, a 16.5% increase driven by strong demand for the iPad Air and M5 chip-equipped iPad Pro series [7] - Samsung, despite being second, is expected to see a 9.2% decline in shipments to 6.4 million units due to overall market slowdown [7] - Lenovo is anticipated to have the fastest growth among major manufacturers, with shipments of 3.9 million units, a 36% increase [7] - Huawei and Xiaomi are also expected to show growth, with shipments of 3 million and 2.8 million units, reflecting increases of 14.8% and 10.1% respectively [7] Manufacturer Strategies - Manufacturers are advised to balance competitiveness and profitability, as potential disruptions in the memory market could affect supply availability and increase prices [4] - Growth opportunities are expected to be limited, focusing on high-end and flagship model refresh cycles in developed markets, as well as education demand supported by public sectors in emerging markets [4] - Product positioning and marketing strategies are anticipated to evolve, with manufacturers aiming to position tablets as central devices in ecosystems, incorporating cross-operating system functionalities and AI-driven experiences [4]