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]

Core Viewpoint - The global tablet market is experiencing a resurgence with a 9.2% year-on-year growth in 2024, despite previous declines. Apple, the long-time market leader, has only managed a 5.3% growth, while competitors like Huawei and Xiaomi have captured significant market share [3][36]. Group 1: Market Dynamics - The tablet market, once dominated by Apple, has seen increased competition from Android manufacturers like Huawei and Xiaomi since 2019, leading to a shift in market dynamics [6][12]. - The introduction of the iPad mini in 2012 marked a turning point, offering a more affordable option that significantly impacted competitors' sales strategies [9][11]. - The pricing strategy of the iPad mini set a psychological price anchor in the market, making it difficult for Android competitors to maintain profitability while competing directly [15][36]. Group 2: Product Evolution - Apple's product line has evolved to include the iPad mini, iPad Air, and iPad Pro, each targeting different consumer needs and price points, which has led to a more segmented market [20][22]. - The discontinuation of the iPad mini for three years allowed Apple to protect its higher-margin products, while simultaneously enabling Android manufacturers to explore higher price segments [27][39]. - The resurgence of the iPad mini in 2019 did not align well with the increasingly complex tablet market, leading to challenges in positioning [39][40]. Group 3: Competitive Landscape - The Android tablet market has seen a revival with brands like Huawei and Xiaomi launching competitive products that align more closely with flagship smartphones, thus increasing their market presence [38][39]. - The shift in consumer preferences towards larger screens and more powerful devices has pressured smaller tablets like the iPad mini, which now struggles to find its place in the market [33][39]. - The overall increase in tablet pricing has liberated Android manufacturers to innovate and improve their offerings, leading to a more competitive landscape [36][38].