The beginning of May should be marked by the launch of new iPads, with Apple planning an event called “Let Loose”, the illustration of which shows a Pencil, an accessory traditionally accompanying its Pro tablets. It is even rumored that the M4 chip would be announced alongside a new iPad Pro, after a year of 2023 without renewal of Apple’s tablets. But reading the latest figures published by the analysis firm IDC, Apple’s results are not really suffering from this year of transition between two generations of iPad.
The iPad Pros have not been renewed since 2022.
© Les Numériques
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IDC thus underlines that in the first quarter of 2024 and on a global scale, Apple maintains its number one position in the touchscreen tablet segment with a comfortable lead, with 32% market share. Which is equivalent to 9.9 million devices – 2022 generation or earlier, therefore – delivered. This is certainly a little less than during the same period a year earlier, and we could see a reversal of the trend in the second quarter. The ranking remains unchanged, since Samsung retains its number 2 place, with 21.7% of the market and 6.7 million tablets sold; despite the launch of new products (the Galaxy Tab S9 range, including an FE model), the South Korean shows a decline in one year, which IDC explains by the relative age of said products, announced in the summer of 2023, and by the aggressiveness of competing brands in Asia and Europe.
Xiaomi’s breakthrough
The ranking is completed by three Chinese brands which, unlike the leading duo, show clear growth in their sales. Huawei thus displays, in the first quarter of 2024, 2.9 million units sold (9.4% of the market, compared to 6.6% a year earlier), driven by its return – mainly in China – in the world of smartphone. Lenovo is also progressing, with 2.1 million products delivered, and Xiaomi, which has moved up a gear with its Pad 6 range, is doubling its results compared to the start of 2023, with 1.8 million tablets. The brand indeed stood out at MWC 2024, where it made its Pad 6S Pro official, a large format model which was recently invited into our laboratories. As for the tablet market as a whole, note that it is more or less stable, since it grew by 0.5% in one year, to reach 20.8 million units delivered.
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