Apple will remain the undisputed market leader in the tablet segment in 2024. New figures from Canalys show that the iPad continues to dominate and leaves the competition far behind. What is particularly noteworthy is that Apple was even able to increase its market share in 2024 compared to the previous year. The company not only launched new models with powerful hardware but also continued to increase sales.
Tablets play a central role in many areas - be it for professional applications, education or private use. While there are numerous manufacturers fighting for market share, Apple is clearly leading the industry. In 2024 in particular, it has become clear that the iPad not only remains the best-selling tablet but also continues to set new technological standards.
Apple dominates the tablet market
In the fourth quarter of 2024, Apple loud Canalys shipped around 16.9 million iPads worldwide. That corresponds to a market share of 42.3 percent. This enabled the company to further extend its lead over the competition. The next competitor, Samsung, shipped just 7 million tablets in the same period, giving it a market share of 17.8 percent. A similar picture emerges for the whole of 2024. Apple sold a total of 57 million iPads, achieving a market share of 38.6 percent. That is more than twice as much as Samsung, which sold 27.8 million tablets in the same period. The third, fourth and fifth placed manufacturers Lenovo, Huawei and Xiaomi play only a minor role in comparison.
New iPad models strengthen Apple's position
An important factor for the continued success is the consistent upgrade of the iPad models. Apple launched several new versions in 2024 that are aimed at different target groups. The iPad Pro was equipped with the new M4 chip. With this, Apple is once again setting standards in terms of performance and efficiency. The model is aimed primarily at professional users who have high demands on computing power and graphics performance. The iPad mini received an upgrade with the A17 Pro chip, which ensures more performance while at the same time being highly energy efficient. The iPad mini remains an interesting choice, especially for users who need a compact but powerful device. The iPad Air has also been updated and currently runs on the M2 chip. This means that Apple's mid-range tablet has received a significant increase in performance and is now even more versatile.
Why is the iPad so successful?
Apple follows a clear strategy and stands out from the competition in several ways. A key factor is technology. Apple installs processors in its tablets that are not only faster but also more efficient than many alternatives. The powerful chips ensure that the iPad can easily handle demanding tasks such as video or image editing. Added to this is the iPadOS operating system, which was developed specifically for tablets. While many competitors rely on Android, Apple offers an optimized user experience with iPadOS that enables multitasking functions and seamless integration into the Apple ecosystem. Another advantage is the workmanship and durability of the iPads. Apple relies on high-quality materials and ensures that older devices are supported for a long time with regular software updates. Many users use their iPad for several years, which has a positive effect on sales figures in the long term.
Outlook for 2025
Apple will also launch new iPads in 2025. The low-cost iPad in particular is to be redesigned to continue to appeal to a broad range of buyers. In addition, another upgrade is planned for the iPad Air, which may be equipped with new display technology. There is already speculation that Apple could rely more on OLED displays in the future to further improve image quality. New processors are also likely to increase performance even further.
Apple's iPad remains unchallenged at the top
Apple remains the clear market leader in the tablet sector. With a market share of over 40 percent in the fourth quarter of 2024, the company was not only able to maintain its position but even expand it. The continuous technical improvements and the close integration with the Apple ecosystem make the iPad the first choice for many users. This trend is likely to continue in 2025, as Apple is already planning new models to further complement the range. While Samsung and other manufacturers are trying to catch up, it is becoming increasingly clear that the iPad is still ahead in terms of performance, software and user experience. (Photo by Unsplash+ / Benoît Deschasaux)
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