As of quarter two, Apple’s iPad has 38% of the global tablet market

Tablet demand in quarter two (Q2) 2022 saw higher shipments for premium and detachable tablets, favoring Apple, Windows tablet makers, and to some extent, Samsung – pushing Android market share down to 49%, according to a new report from Strategy Analytics.

Mounting macro-economic pressures, lower consumer sentiment, the evolving threat of COVID, and a prolonged Russia/Ukraine conflict could turn the second half of the year much more challenging, adds the research group.

iPadOS shipments fell -7% year-on-year to 14.8 million units in Q2 2022, with worldwide market share climbing 3.3 percentage points to 38% as the vendor outpaced the market. Apple now 38% of the global tablet market. 

Samsung led the Android market with a -13% year-on-year decline in Q2 2022 to 7.1 million units; market share increased by 0.2 percentage points to 18% during the same period as this was performance was stronger than the overall market.

Lenovo returned to the third ranking globally in Q2 2022, though shipments fell by -25% year-on-year to 3.5 million units; market share fell -1.3 percentage points during the same period to 9% as competition in North America and EMEA  [Europe, the Middle East and Africa] intensified. 

Amazon was close behind Lenovo with 3.4 million shipments, registering a -19% year-on-year decline and a -10% sequential decline typical of a pre-Prime Day quarter; accordingly, market share fell -0.5 percentage points to 9%.

Huawei tablet shipments fell year-on-year -34% to 1.4 million units in Q2 2022, which is the company’s best performance in over a year as sanctions and new competitors have fundamentally changed their tablet strategy. Market share fell -1.1 percentage points to 4% during the same period.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.