• Following new releases from Apple and Samsung, global tablet shipments grew 15% YoY in Q2 2024.
• Huawei retains its position among the top three with continued model releases.
• Xiaomi almost doubles its shipments, led by growth in emerging markets, especially the APAC (ex. China and India) and MEA regions.
• Continued launches from Apple and Samsung will drive growth momentum in H2 2024.

Seoul, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – October 07, 2024

Global tablet shipments grew 15% YoY in Q2 2024, despite a slow period historically, according to Counterpoint Research’s latest Global Tablet Market Tracker. The market witnessed a return to form in Q2 2024 as Apple and Samsung both had new releases compared to none the previous year, while other market players also displayed strong numbers.

Commenting on the market performance, Research Associate Kevin Lee said, “The market leaders’ return to normal model release schedules signals an optimistic outlook for 2024 and is an indication of recovering consumer sentiment.” Lee added, “Other than Apple and Samsung, Chinese OEMs such as Huawei and Xiaomi also added to growth momentums offering an increasingly diverse range of model offerings in the tablet market, further stimulating demand.”

Xiaomi’s tablet shipments nearly doubled YoY, registering the biggest yearly growth among global tablet OEMs, as it found success in Europe and emerging markets regions such as APAC ex CH, IN, and MEA. This is parallel to the initial successes found in similar regions from its smartphone business.
Meanwhile, Huawei ranked second in terms of Q2 2024 shipment growth, rising 49% YoY, despite mainly operating within China’s tablet market. Huawei's two new price-competitive models, the MatePad 11.5 S and MatePad SE, boosted its reach within the Chinese market.

Commenting on the immediate outlook of the tablet market, Associate Director Liz Lee said, “Global tablet market shipments look promising for the rest of 2024 stacked with releases of the new iPad and iPad Mini on top of Samsung’s flagship S series, both expected in the latter half of the year. As improving macroeconomic conditions continue to restore demand to healthy levels, we expect to see an increasing contribution from emerging market regions for 2024.”

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Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

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