Apple leads global tablets shipments in Q3, but Amazon registers fastest growth

Apple has solidified its position as the leading brand in global tablet shipments during the third quarter of 2024, as highlighted in a report released by the International Data Corporation (IDC). The latest edition of the IDC Worldwide Quarterly Personal Computing Device Tracker, which covers the quarter ending in November, indicates that Apple’s iPad shipments experienced a modest growth of 1.4 per cent year-on-year, increasing from 12.4 million units in Q3 2023 to 12.6 million units in the same quarter of 2024.

Despite the increase in units shipped, Apple’s market share saw a decline, dropping to 31.7 per cent in Q3 2024 compared to 37.7 per cent during the same period the previous year. This decrease can be attributed to intensified competition in the tablet market. Analysts note that the rise in iPad sales aligns with heightened demand for the devices, which have benefited from a series of significant hardware upgrades in recent months. Notably, Apple's complete iPad lineup now incorporates the company's own Arm-based M-series chips, designed to provide enhanced performance and greater energy efficiency, thus positioning the iPad favourably against rival Android tablets.

Samsung secured the second position in the global tablet market, recording 7.1 million shipments during the quarter, a notable increase from 6 million shipments in Q3 2023. This translates to an impressive year-on-year growth of 18.3 per cent. However, despite this growth, Samsung's market share slipped slightly from 18.2 per cent in the previous year to 17.9 per cent in Q3 2024. Analysts attribute Samsung’s success primarily to the commercial performance of its Galaxy Tab A9 series, which exceeded expectations, rather than its flagship Galaxy Tab S10 series.

In terms of market rankings, Amazon claimed the third position, achieving 4.6 million tablet shipments in the third quarter. This marked a remarkable turnaround for the company, as it reported a staggering 111.3 per cent year-on-year growth, soaring from just 2.2 million devices shipped in the same quarter of the prior year. As a result, Amazon’s market share surged significantly, increasing from 6.6 per cent to 11.6 per cent, reflecting its strong performance and acceptance in the tablet space.

Huawei, known for its innovative technology, secured the fourth spot on the list with 3.3 million tablet shipments, a substantial rise from the 2.3 million units shipped in the same quarter last year. The company achieved an impressive year-on-year growth rate of 44.1 per cent, leading to an increase in its market share from 6.9 per cent to 8.2 per cent during this year’s Q3. Lenovo also experienced a growth in its shipments, rising from 2.6 million units last year to 3 million this year, representing a year-on-year growth of 14.7 per cent. However, despite this increase, Lenovo's market share slightly declined to 7.6 per cent, down from 8 per cent.

The IDC report underscores that the overall tablet shipment market experienced a robust year-on-year growth of 20.4 per cent, totaling an impressive 39.6 million devices delivered worldwide from all leading brands. This surge in shipments signifies a healthy demand for tablet devices across various consumer segments, driven by factors such as remote work, online learning, and leisure activities.