The global tablet market barely moved forward during the first three months of 2026. Shipments increased by a tiny margin, reaching 37 million units total. While the broader tech industry struggled to move its budget-friendly devices off store shelves, Apple found success in the premium space.
The tech giant saw healthy growth during this period, largely driven by the recent launch of its new iPad models.
Apple leads tablet sales while budget devices struggle to find buyers
According to Omdia, overall tablet shipments grew just 0.1 percent year over year. People are holding off on buying new devices, and there is a weak demand outlook for the rest of 2026. The PC industry is focusing heavily on laptops, and the mobile sector is putting more energy into smartphones. This leaves the tablet market in a tough spot.
However, Apple stood out from the crowd. It shipped 14.8 million tablets in the first quarter, capturing 40.1 percent of the entire market. This marks a 7.9 percent increase from the same time last year. A big reason for this jump was the new M4 iPad Air that launched in March. It helped the company boost its overall sales numbers significantly.
Samsung took the second spot, but it had a rough quarter. It shipped 5.8 million tablets, which is a 12.6 percent drop compared to last year. Huawei and Lenovo followed in third and fourth place. Each company actually grew its tablet shipments. Huawei pushed out 3.2 million units, and Lenovo shipped 3 million. Xiaomi rounded out the top five, though it also faced a sales decline.
The clear trend right now is that premium tablets are selling much better than cheaper alternatives. Buyers seem willing to spend more for high-end features, while budget options sit on shelves. If a tech brand wants to survive the rest of the year, it might need to rethink how it prices and markets its entry-level machines.
