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.