In the latest issue of Counterpoint Research’s Advanced IT Display Shipment Report, we forecast the overall tablet market to grow 3% YoY in 2025, while the advanced tablet segment (MiniLED and OLED) is expected to decline 2% YoY as shipments of Apple’s OLED iPad Pro ease.

Although “advanced tablets” include both MiniLED and OLED, MiniLED procurement fell to zero in Q2 2024 after Apple discontinued its MiniLED iPad Pro following the launch of the M4-powered OLED iPad Pro. Since then, OLED has accounted for nearly 100% of advanced tablets, reaching a 98% share in 2024.

For 2025, we have raised our advanced tablet forecast by 3% compared to prior expectations, reflecting a much milder iPad Pro contraction (-2% YoY vs -13% previously).

Outlook: A digestion year before reacceleration

The advanced tablet category is projected to grow at a 29% CAGR from 2023 to 2029. However, 2025 will be a digestion year – unit volumes will remain stable, but revenue will soften as demand at the high end shows limitations. Unlike smartphones and laptops, where foldables are gaining momentum, foldable, multi-fold and slidable tablets have yet to emerge, constraining near-term growth.

Growth is expected to reaccelerate in 2026 and beyond, fueled by multi-OEM OLED adoption and Apple’s broader OLED and foldable portfolio from 2027, which will reinforce Apple’s leadership in the segment.

Brand-level advanced tablet forecast

• Apple: Projected to maintain a dominant 52% share in 2025, flat YoY.
• Samsung: Expected to reach 17% share in 2025, with Huawei, HONOR and others gaining share. From Q2 to Q4 2025, Samsung sustained a double-digit share, boosted by its Galaxy S11 series.

Key catalysts for OLED tablet growth

• 2026: Introduction of an 8.5” OLED iPad Mini.
• 2027: Launch of 11” and 13” iPad Air models with OLED displays.
• 2027: Debut of an 18.8” foldable iPad Pro.
• G8.7 IT OLED fabs: More cost-effective production, lowering panel prices.
• OLED technology advances: Phosphorescent blue, CoE, MAX OLED and other innovations driving higher brightness, longer battery life and improved lifetime.

For more information on the OLED tablet market, as well as OLED and MiniLED notebook PCs and monitors, please see our Advanced IT Display Shipment, Technology and Capacity Reports or contact [email protected]

David Naranjo

Associate Director

[email protected]

 

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