Apple’s iPad contributed to the growth of the global tablet market in Q2 2024, with upgrades to the iPad Pro and iPad Air driving shipment growth in the quarter.
In May, Apple made major updates to its iPad Air and iPad Pro product lines, upgrading to M2 and M4 chips, respectively, among other changes. Now it appears that these upgrades are impacting the entire market.
According to counterpoint According to the Global Tablet Market Tracker, the overall tablet market saw a year-over-year increase in shipments in the second quarter of 2024. Despite typically being in a downturn, global shipments increased by around 15% in Q2 2023.
Changes in tablet shipments in Q2 2024 [Counterpoint]
Apple’s contribution to the increase was a 14% increase in its own unit shipments. Although it had the least significant year-on-year change among the manufacturers observed, its market share still meant that its increase had a significant impact on the overall market.
Apple’s market share was 37%, the same as in Q2 2023, as iPad sales growth is in line with overall market growth.
Apple’s lack of iPad updates in 2023 and expectations for some changes in 2024 may have helped boost sales from what was a very quiet year for the iPad. expensive.
“The market leader’s return to its normal model release schedule points to an optimistic outlook for 2024,” said researcher Kevin Lee. It is also a sign of recovery in consumer sentiment.
Other vendors also saw growth, but with much smaller market shares. Samsung’s shipments increased by 16% year-on-year, but its market share remained at 20%.
Huawei’s shipments increased by 49% year-on-year, and its market share moved from 6% to 7%. Lenovo also saw a 17% increase in unit shipments, but its market share remained unchanged at 7% for the same period in 2023.
Xiaomi’s shipments increased by 92% in the quarter, and its market share doubled from 3% to 6%. However, the group of “other” unknown vendors endured a 2% decline in shipments, resulting in a drop in segment share from 28% in Q2 2023 to 23% in 2024.
Counterpoint believes the market has the potential for further upside in the near term. “Global tablet market shipments look promising for the remainder of 2024, with the release of Samsung’s flagship S series as well as the new iPad and iPad mini,” said Associate Director Liz Lee. It is expected later this year.”
Mr Lee continued: “We expect contributions from emerging market regions to increase in 2024 as macroeconomic conditions continue to improve and demand continues to recover to healthy levels.”
Apple is expected to announce another special event in late October, where a new iPad launch could occur along with Mac updates.
