The 2024 Tablet Market: Apple Remains King, But Xiaomi Makes a Strong Play

The global tablet market in 2024 showed interesting shifts, with established players maintaining their positions but facing challenges from rising competitors. Canalys, a leading market research firm, released its report detailing these changes. While the top two vendors remained consistent – Apple and Samsung – the year saw significant growth from other brands, shaking up the dynamics of the market.

Apple’s Continued Dominance, but Slower Growth

Apple, the undisputed leader, retained its top spot in the global tablet market in 2024. However, its growth rate was noticeably slower than its competitors. While Apple saw a year-on-year increase in both Q4 2024 and for the full year, the percentage increase was modest compared to the leaps made by other manufacturers. Specifically:

• Q4 2024: Apple’s tablet shipments increased by 13.8% compared to Q4 2023.
• Full Year 2024: Apple’s tablet shipments increased by a more modest 5.3% compared to 2023.

Despite the slower growth, Apple’s overall numbers remained impressive. They shipped nearly 17 million iPads in Q4 2024 alone and a total of 56.9 million units throughout the year. These figures highlight Apple’s continued strong market presence.

Xiaomi’s Meteoric Rise

The most significant story of 2024 was the dramatic rise of Xiaomi. The Chinese tech giant propelled itself into the global top five, fueled by strong performance in its home market and the successful launch of new models like the Pad 7 Pro.

• Q4 2024: Xiaomi boosted its tablet shipments by over 50%.
• Full Year 2024: Xiaomi’s full-year sales surged by an even more remarkable 73.1% compared to 2023. This impressive growth surpassed that of Amazon and posed a significant threat to Huawei and Lenovo’s market positions. This success was attributed not only to the Pad 7 Pro but also to a broader range of successful tablet releases.

Xiaomi’s growth trajectory suggests a potential shift in the market hierarchy in the near future. While overtaking Apple immediately is unlikely, challenging Samsung for the second position seems increasingly plausible.

Samsung Holds Steady in Second Place

Samsung remained a strong contender, securing the number two spot. Unlike Apple, Samsung saw a greater increase in full-year sales compared to Q4 sales. Their popular tablets, including the Galaxy Tab S10 Plus, Tab S9 FE, and Tab S6 Lite, contributed to this success. However, with Xiaomi’s rapid advancement, Samsung’s position might face future pressure.

Market-Wide Growth After a Period of Decline

After several years of decline (2021-2023), the global tablet market showed a healthy recovery in 2024. Total global shipments increased by 9.2% compared to 2023, reaching 147.6 million units. This positive trend is encouraging, though it still lags behind the peak reached in 2020.

The market’s recovery is notable, but not without caveats:

• Regional Variation: North America was the only major region where tablet shipments did not increase in 2024 compared to 2023. This suggests regional market dynamics differ considerably.
• Future Uncertainty: US tariffs are identified as a potential threat to future demand, especially for high-end tablets.

Looking Ahead to 2025 and Beyond

The future of the tablet market remains dynamic. Several factors will influence its trajectory:

• Continued Expansion of Chinese Brands: The ambition and success of Chinese brands like Xiaomi, Huawei, and Honor in expanding both domestically and internationally will play a crucial role. Their ongoing effort in education-focused projects in countries like Japan provides further potential for growth.
• Apple’s Innovations: The success of Apple’s future iPad Pro, iPad Air, and standard iPad models will heavily influence the overall market. Any significant innovations or price changes will undoubtedly impact sales.

These factors highlight the ongoing competition and potential for shifts in the market landscape in 2025 and beyond. While Apple remains a dominant player, the significant growth and market share increases demonstrated by Xiaomi and other brands show a market that is continuing to evolve and offer exciting choices for consumers. The industry is far from settling into a static equilibrium.