Tablet Growth Pulled Forward in 2025; Memory Cost Pressures to Weigh on 2026 While OLED Advanced Tablets Accelerate
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March 31, 2026
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
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
Outlook
The advanced tablet category is projected to grow at a 16% CAGR from 2024 to 2030. Growth is expected to accelerate 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.
2025 brand-level advanced tablet share
Apple: 51% share, down from 52% in 2024, anchored by the OLED iPad Pro
Samsung: 17% share, supported by sustained double-digit share from Q2 to Q4, driven by its Galaxy Tab S11 series
Others: Huawei, HONOR and more Chinese brands continue to gain share as OLED penetration expands.
Advanced Tablet Display Forecast, 2023-2027
Source: Counterpoint Research
For more information on the OLED tablet market, as well as OLED and MiniLED notebook PCs and monitors, please see our
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Author
David Naranjo
David Naranjo joined Counterpoint Research as part of its acquisition of DSCC, where he was Senior Director. David has more than 20 years’ experience in the consumer and commercial electronics industry. David’s professional background includes a wide range of responsibilities in product development, product planning, product management, product marketing, data analytics, and executive /operational management. Prior experience includes working in the consumer and commercial electronics industry as Director of Business Line Management at ViewSonic, Director of Product Planning at Samsung Electronics, Director of Connected Products at Kenmore, Director of Product Management at Mitsubishi Digital Electronics and Group Manager at Panasonic.
David has a Bachelor of Electrical Engineering and an MBA in Finance and Marketing.
