Growth continued from the first quarter with product refreshes, replacement cycles, active education projects and subsidies in China driving the shipment volume.
Apple led the market and shipped 12.7 million units and recorded a growth of 2.4% year-over-year in the quarter.
Samsung continued to secure its second position in the top five and grew by 4.2% year-over-year with a shipment of 7.2 million units.
Lenovo retained the third position in 2Q25 this quarter and its sales grew by 25% year-over-year with 3.1 million shipment units.
Amazon was back in the top five this quarter and secured the fourth position. The vendor recorded a growth of 205% year-over-year, recording shipments of 3.1 million units.
Xiaomi rounded up in the fifth position with a shipment of 2.8 million units and year-over-year growth of 42%.
| Top Five Tablet Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Q2 2025 (Preliminary results, combined company view for the current quarter only, shipments in millions) | |||||
| Company | 2Q25 Unit Shipments | 2Q25 Market Share | 2Q24 Unit Shipments | 2Q24 Market Share | Year-Over-Year Growth |
| 1. Apple | 12.7 | 33.1% | 12.4 | 36.6% | 2.4% |
| 2. Samsung | 7.2 | 18.7% | 6.9 | 20.3% | 4.2% |
| 3. Lenovo | 3.1 | 8.2% | 2.5 | 7.4% | 25.0% |
| 4. Amazon.com | 3.1 | 8.0% | 1.0 | 3.0% | 205.0% |
| 5. Xiaomi | 2.8 | 7.4% | 2.0 | 5.9% | 42.0% |
| Others | 9.4 | 24.6% | 9.1 | 26.8% | 3.6% |
| Total | 38.3 | 100.0% | 33.8 | 100.0% | 13.1% |
| Source: IDC Worldwide Quarterly Personal Computing Device Tracker, August 7, 2025 | |||||
