By Nsan Neji
NEW YORK (CONVERSEER) – Counterpoint Research published a blog post on Friday (5th December) stating that Apple’s iPad shipments will grow by 4% year-over-year in the third quarter of 2025, based on global tablet market tracking data.
The agency believes that the growth of Apple’s iPad this quarter was mainly due to the continued strong sales of the Pro and Air series of high-end models. On the other hand, the entry-level and compact (mini) models also provided stable support for overall sales. This product portfolio strategy has allowed Apple to maintain its leading position in a highly competitive market.
Compared to the same period last year, the agency believes that the growth in the third quarter of 2025 is more a reflection of the consolidation of “quality” rather than a simple surge in “quantity”.
Although the average selling price (ASP) of iPads declined slightly in response to fierce market price wars, coupled with seasonal education discounts and aggressive online promotions, overall revenue remained stable.
This indicates that the increased market share of high-end models in recent years has effectively offset the impact of price fluctuations, laying the foundation for revenue performance throughout 2025.
Looking ahead to 2026, Apple’s tablet business is expected to experience even stronger growth, with shipments projected to increase by approximately 10% year-over-year.
This optimistic forecast is based on two core drivers:
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First, pent-up demand for device upgrades is about to be released, with a large number of existing users at a typical five-year upgrade cycle point and having a strong desire to upgrade.
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Secondly, the transformation of key technologies, including the wider adoption of OLED screens and the introduction of new high-end product forms, will further stimulate market demand.
2026 will be a special year for Apple, as it will mark the company’s 50th anniversary (founded on April 1, 1976).
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The analysis by the agency points out that with a balanced combination of slightly increased contributions from entry-level models and continued strength from high-end models, Apple’s share of the global tablet market is expected to temporarily climb to a high level of over 30%.
This will be one of Apple’s strongest periods in the tablet category in recent years, further consolidating its dual leadership in both the high-end and mainstream segments.
Note that the original CounterPoint article revolves entirely around Apple’s iPad, but the charts show the global tablet shipment share in Q3 2025. Apple’s growth was 4%, Samsung’s was flat, Lenovo’s was 23%, Huawei’s was 10%, Amazon’s was 13%, and Xiaomi’s was 8%.
