CHART: 1 in every 3 tablet sold in Q3 2024 was an iPad

• Global tablet shipments up 20.4% after a year of decline
• Apple leads with 32% market share, boosted by back-to-school sales
• Samsung grows 18.3% with new premium models and affordable options

Tablets are making a big comeback. While smartphones usually steal the spotlight, tablets are now proving they can hold their own in today’s tech market.

After a year of decline, global tablet shipments jumped by 20.4% in Q3 2024, totalling 39.6 million units, according to new data from IDC. And once again, Apple is setting the pace.

Leading the market by a wide margin, Apple – already the frontrunner in the smartphone world – alone accounted for nearly one in every three tablets sold—shipping 12.6 million units and grabbing 32% of the market.

This growth came as Apple leaned into the back-to-school season, with its newly updated iPad Air flying off shelves. Although the iPad Pro’s premium pricing posed a challenge in some regions, Apple’s hold remains strong.

But it wasn't only Apple that saw a big growth, its strong performance was enjoyed by the top 5 tablet vendors.