Apple’s fourth-quarter global tablet market share declined by 6.9 percentage points to 39.2%
The iPad had a tough fourth quarter last year
Huawei was the big winner as its tablet shipments soared 95% on an annual basis during Q4 to 2.8 million. During the same quarter the previous year, the company delivered 1.4 million tablets. The company’s share of the global tablet market more than doubled from 3.4% during the 2022 fourth quarter to 7.5% during the 2023 fourth quarter. Right behind Huawei was Lenovo. For the fourth quarter of 2023, Lenovo shipped 2.7 million tablets, up 14.9% year-over-year from the 2.3 million it delivered during the same quarter in 2022.
The iPad had 40% of the global tablet market in 2023
Huawei shipped more tablets than any company in the 2023 top five outside of Apple and Samsung
For all of 2023, Apple remained on top after shipping 54 million iPad units, off 11% from the 60.8 million it delivered in 2022. Apple’s market share remained steady at 40% compared to the 40.4% it had for 2022. Samsung was next after delivering 25.7 million tablets during 2023 which was a 11.5% drop. The company’s slice of the global tablet pie declined from 19.3% in 2022 to 19% in 2023.
A 19.4% decline in 2023 tablet shipments left Lenovo in third place with 9.3 million units delivered and a 6.9% market share. Huawei grew its tablet deliveries by 32.1% in 2023 to 8.3 million units allowing the firm to finish fourth with a 6.1% market share. Amazon’s tablet shipments for 2023 declined a whopping 42.9% to 7.8 million as its share in the global tablet market plunged from 9.1% to 5.8%.
Jesson adds, “Elsewhere, this year will see a greater focus on foldable tablet form factors. Although shipment volumes will likely remain restricted due to the premium pricing of these models, they will provide an opportunity for vendors to showcase user-experiences benefits for content consumption, learning and productivity.”