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The global tablet market grew by an impressive 18% year-on-year in Q2 2024, reaching 35.9 million units shipped. The increase marks a strong comeback after a difficult 2023, according to the latest data from consultant Canalys.

New product launches and cyclical renewal demand have largely contributed to this recovery. Innovations in display technologies and integrated AI features have also boosted consumer interest, particularly for high-end tablets, according to a Press release.

Apple Domination, Chinese Boom

Apple maintains its leadership position with 13.9 million iPads shipped, representing 39% of the market. Samsung follows with a nearly 13% increase in shipments, reaching 6.8 million units, thanks to strong demand for its flagship models and expansion in emerging markets in Asia-Pacific.

Huawei and Lenovo continue to battle for third place, with respective growth of 51% and 16%. Huawei shipped 2.5 million units, mainly driven by demand in China and EMEA, while Lenovo consolidated its global presence with 2.5 million units shipped.

The aggressive strategy of Xiaomi and others

Chinese vendors such as Xiaomi have seen spectacular growth, with Xiaomi seeing its shipments increase by 106% to 2.1 million units. This growth is attributed to aggressive promotional strategies in the domestic market and international expansion targeting regions such as the Middle East and Central and Eastern Europe.

In India, government education tenders have also boosted demand, with future growth prospects supported by guidelines promoting local manufacturing of devices. This momentum could turn India into a key market for tablets in the coming years.

XS

Apple
13,908
38.7%
11,736
38.7%
18.5%

Samsung
6,776
18.9%
6,010
19.8%
12.7%

Huawei
2,501
7.0%
1,658
5.5%
50.8%

Lenovo
2,485
6.9%
2,136
7.0%
16.3%

Xiaomi
2,144
6.0%
1,039
3.4%
106.4%

Others 8,122 22.6% 7,783 25.6% 4.4%

Note: unit deliveries in thousands.
Percentages may not add up to 100% due to rounding. Source: Canalys PC Analysis Canalys PC Analysis. August 2024.

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