iPad sales are going splendidly – Apple well ahead of the competition
Apple's iPad sales increased significantly in the first quarter. Analysts say one reason may be that devices purchased during the pandemic are now replaced.
An iPad Pro, here the older M2.
(Image: Screenshot Apple.com via 9to5Mac)
Apple managed to sell significantly more tablets in the first quarter of 2025 than in the same quarter of the previous year. The company itself had already announced this when it published its quarterly figures. Sales increased by 15 percent to 6.4 billion US dollars. The good figures have now also been confirmed by a well-known market research company, which puts Apple well ahead of the competition.
Subsidies in China and punitive tariff debate
Canalys predicts that the number of iPads sold between January and March 2025 will increase by a total of 14%. This is significantly more than the overall tablet market, which is set to grow by 8.5 percent. A total of 36.8 million units are expected to have been delivered worldwide. In China, demand rose thanks to government subsidies for the Chinese New Year. In the USA, there was greater growth in January before the debate about punitive tariffs imposed by the US government led to a market slump.
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Apple dominates the tablet market overall with the iPad. 13.7 million units were delivered in the first quarter, corresponding to a market share of 37.3 percent (previous year: 35.5 percent). Samsung followed in second place with a market share of 18 percent (previous year: 20.6 percent). Third place went to Xiaomi, which increased its market share from 5.8% to 8.3%. Lenovo and Huawei took fourth and fifth place, with Lenovo (6.9%) overtaking Huawei (6.5%) this year.
After-effects of the coronavirus pandemic
The fact that the tablet sector was able to grow significantly in the first quarter of 2025 is probably also because the coronavirus pandemic was a good five years ago. Back then, many users bought new devices to be prepared for working from home. However, the hardware is getting on in years and is being replaced step by step. Apple also launched new versions of the standard iPad (generation 11) and the iPad Air (with M3 chip for the first time) in the first quarter. The entry-level and mid-range models are usually in particularly high demand.
It is also interesting that Apple has so far managed to set itself apart from the Chinese competition. Xiaomi is storming ahead, and Huawei's sister brand Honor is also making gains in the other segment. However, Samsung remains in second place, as mentioned above.
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