The global tablet market is experiencing a rough patch right now, but Apple still holds the top spot. Recent research from Omdia shows that total tablet shipments fell 10% in the second quarter of 2026 to around 36 million units. Even with this industry-wide slowdown, the iPad remains the most popular choice worldwide, capturing a massive 38% market share while keeping its main rivals far behind.
Supply shortages push brands to focus on premium tablet models
This recent dip broke the usual trend of strong summer sales driven by students heading back to school. For the first time in years, that seasonal demand simply did not happen. While total sales took a hit, the standard iPad continues to make up the bulk of shipments for the market leader. The higher-tier Air and mini models also added a smaller but meaningful boost to keep it safely in first place.
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Samsung kept its position in second place with nearly 6 million shipments, facing a 13% drop. The tech giant is dealing with ongoing limits on parts and supplies. Because it is harder to get affordable components, the company is changing its game plan.
Omdia research manager Himani Mukka noted that the industry is putting its limited resources into flagship models instead of budget options. This helps a business protect its profits when it cannot sell as many devices overall.
Looking ahead, hardware alone will not be enough to drive growth for the rest of 2026. Buyers are delaying their upgrades due to rising costs, which means the market will likely stay quiet for a while.
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