In the latest issue of Counterpoint Research’s Advanced IT Display Shipment Report, we forecast the overall tablet market to grow 9% YoY in 2025, while the advanced tablet segment (MiniLED and OLED) is expected to decline 1% YoY, primarily due to easing shipments of Apple’s OLED iPad Pro following its initial launch surge.

Although the advanced tablet category historically included both MiniLED and OLED, the segment has effectively become OLED-only. Apple discontinued its MiniLED iPad Pro lineup after launching the M4-powered OLED iPad Pro, driving MiniLED tablet procurement to zero as of Q2 2024. As a result, OLED accounted for 98% of advanced tablet shipments in 2024 and is expected to reach near-100% share going forward.

For 2025, we have raised our advanced tablet forecast by 1 percentage point versus prior expectations, now projecting a 1% YoY decline. The upward revision reflects a less severe slowdown in iPad Pro demand, with Apple shipments now expected to grow 1% YoY, compared with a prior forecast of -2% YoY.

Outlook: A digestion year before reacceleration

The advanced tablet category is projected to grow at a 24% CAGR from 2023 to 2029. 2025 represents a digestion year, characterized by flat shipments and declining revenues, as the market absorbs Apple’s OLED transition. Growth is expected to reaccelerate in 2026 as OLED adoption broadens beyond Apple, with a more pronounced acceleration in 2027, driven by Apple’s expanded OLED tablet lineup and the introduction of foldable tablet form factors.

Brand-level advanced tablet forecast

• Apple: Expected to have a 53% market share, up from 52% in 2024, anchored by the OLED iPad Pro.
• Samsung: Projected to reach 17% share, supported by sustained double-digit quarterly share from Q2 to Q4 2025, driven by its Galaxy Tab S11 series.
• Others: Huawei, HONOR and other Chinese brands continue to gain share as OLED penetration expands.

Key catalysts for OLED tablet growth

• Platform expansion beyond Apple: Samsung, Huawei, HONOR and other Android OEMs are increasingly adopting OLED to differentiate premium tablets, broadening the addressable market.
• Form-factor innovation: Larger displays, thinner designs and foldable tablets are structurally aligned with OLED’s advantages in contrast, power efficiency and flexibility.
• Technology maturation: Improved OLED lifetime, brightness and cost structures are making it viable across a wider range of price tiers, accelerating long-term adoption.