The overall tablet market grew 16% YoY in 2025, while the advanced tablet segment (MiniLED and OLED) increased 5% YoY, primarily from additional panel shipments from Apple and Huawei, according to the latest issue of Counterpoint Research’s Advanced IT Display Shipment Report. Apple’s panel procurement increased 2% YoY versus our forecast of 1% growth. Huawei increased 43% YoY versus our forecast of 13% growth.
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 100% of advanced tablet shipments in 2025.
For 2026, we expect the overall tablet segment to decline 6% YoY following inventory pull-forward in 2025. Memory price increases are expected to pressure entry and mid-tier tablets, with OEMs likely reducing promotions and lower-end SKUs due to tighter margins. In contrast, advanced tablets are expected to grow 14%, supported by premium positioning and new model introductions.
Key catalysts for growth in 2026
- Expansion of OLED tablets beyond Apple into Samsung, Huawei and Chinese OEM portfolios
- Premiumization as OEMs shift away from lower-end tablets amid memory cost pressures
- Additional OLED iPad launches, broadening Apple’s premium tablet lineup
- Improved OLED supply availability and panel cost reductions
- Replacement cycle driven by performance and display upgrades
Key catalysts for growth in 2027
- Apple expanding OLED adoption across multiple iPad tiers
- Introduction of foldable tablet form factors using OLED
- Wider adoption of tandem OLED architectures improving power efficiency
- Increased enterprise and creator demand for high-end OLED tablets
- Continued premiumization as LCD and entry-tier tablets face margin pressure