Amid a gradual recovery in the tablet market, Apple (AAPL.US) achieved steady growth in iPad shipments during the third quarter of 2025. According to Counterpoint Research's latest Global Tablet Market Tracker report, iPad shipments rose 4% year-over-year in Q3 2025, with premium models continuing to play a key role while entry-level and compact variants provided sustained support.
Compared to the same period last year, Apple's iPad business in Q3 2025 reflected more "qualitative" rather than "quantitative" changes. Revenue remained largely stable due to seasonal education discounts, aggressive online promotions, and slight declines in average selling prices (ASP) amid intensified price competition in key markets. For the full year of 2025, iPad revenue is expected to benefit from the increasing share of premium models in recent years.
Looking ahead, driven by a balanced mix of premium and entry-level models, Apple's iPad shipments are projected to grow approximately 10% year-over-year in 2026, with only a marginal increase in contributions from budget-friendly models. This growth is attributed to pent-up replacement demand, as a significant portion of existing users are expected to upgrade their devices after the typical five-year cycle.
Key technological advancements—such as broader adoption of OLED panels and the introduction of new high-end form factors—are also likely to accelerate demand. Apple's market share is anticipated to temporarily climb to nearly 40%, marking one of its strongest performances in the category in recent years.
Coinciding with the company's 50th anniversary, 2026 is set to be a major milestone, further solidifying Apple's leadership in the global tablet market and sustaining its momentum across both premium and mainstream segments.
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