The tablet market is regaining strength, stimulated by a refresh cycle, ahead of that of PCs. According to the latest figures from IDC, global shipments increased by 20.4% in the third quarter of 2024, totaling 39.6 million units. The strength of the rebound is partly explained by the low volumes in 2023. But the market also benefits from the refresh of the ranges and the addition of AI functionalities, which also promote a recovery in the market in value.
“Recent AI innovations have started to attract consumers willing to pay a higher price”underlines Anuroopa Nataraj, analyst at IDC.
While Apple continues to dominate the market, its shipments increased by only 1.4% in the third quarter. With 12.6M units delivered, its market share fell to 31.7% compared to 37.7% a year earlier. The new iPad Pro has disappointed expectations, particularly in emerging countries, due to excessively high prices. The new iPad Air was more successful during the back-to-school period.
Rival Samsung is doing much better with an 18.3% increase in its shipments. With 7.1M units delivered, its market share nevertheless shows a slight decline, to 17.9% compared to 18.2% a year earlier. The manufacturer launched its new high-end Galaxy Tab S10 Ultra and S10+ models, equipped with AI features, and continues to build volume with its entry-level Galaxy A9 model.
Amazon climbs to third place thanks to the success of the Fire HD 8 model, boosted by Prime Day offers. Deliveries jumped more than 110% to reach 4.6M units, with market share climbing to 11.6% from 6.6% a year earlier.
In the rest of the top 5, Huawei remains in fourth place with 3.2M units and solid growth of 44%. Growing 14.4%, Lenovo moved into fifth place with 3M units delivered.
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