Industry Overview - In Q3 2025, global tablet shipments reached 38.5 million units, reflecting a year-on-year growth of 2% [2][4] - The market is characterized by a weak recovery, primarily driven by inventory updates and structural improvements [2] - The global tablet shipment is projected to reach 147 million units in 2025, continuing the trend of year-on-year growth [2] Market Dynamics - The demand structure is influenced by promotional strategies, generational product transitions, and differentiated new products [2] - However, entering 2026, the market may face growth reversal risks due to rising prices of core components like memory [2][3] - Brands with weaker bargaining power and supply chain capabilities will be more significantly impacted by these pressures [2][3] Brand Performance - Apple maintained its market leadership with shipments of approximately 14.5 million units in Q3 2025, a 9% increase year-on-year [5] - Lenovo showed remarkable performance with shipments of about 3.5 million units, marking a substantial growth of 32% year-on-year, reclaiming the third position globally [6] - Samsung's shipments were around 6.4 million units, experiencing a slight decline of 2% due to product lifecycle mismatches [5] - Huawei's shipments were approximately 2.9 million units, showing a minor decline of 1% as it focused on new product launches [6] - Xiaomi's shipments were about 2.7 million units, reflecting a decrease of 6% year-on-year [4]