Apple expanded its lead within the international pill market in late 2025 as general shipments rebounded, in response to new analysis from Omdia.
International pill shipments reportedly reached 162 million models in 2025, representing 9.8% year-over-year development. The analysis agency stated the strongest momentum occurred in the course of the vacation quarter, when shipments reached 44 million models, additionally up 9.8% in comparison with the identical quarter a 12 months earlier. Omdia described the annual complete as the best cargo quantity recorded for the reason that surge in demand seen in 2020, partly brought on by anticipation of reminiscence provide constraints.
Apple was a key contributor to the market’s late-year development. Omdia says that Apple shipped 19.6 million iPads within the fourth quarter of 2025, representing a 16.5% year-over-year enhance. The agency stated this efficiency was pushed by robust demand for the Eleventh-generation iPad and the M5 iPad Professional.
The fourth-quarter outcomes elevated Apple’s market share to 44.9%. This positioned Apple effectively forward of different pill distributors in the course of the vacation quarter, with Samsung at 14.7%, Lenovo at 8.8%, Huawei at 6.9%, and Xiaomi at 6.4%. Different producers collectively accounted for the remaining 18.3% of shipments.
The report additionally highlighted modifications in how tablets are anticipated to be positioned within the coming years, together with larger emphasis on ecosystem integration and synthetic intelligence options:
On the product facet, we anticipate a shift in how tablets are positioned and marketed, with distributors framing them as ecosystem-centric units in a extra managed demand setting. This consists of the introduction of cross-OS performance and a give attention to AI-driven experiences. Current examples embody Lenovo’s Qira, which operates throughout Home windows and Android to ship a extra seamless consumer expertise and cut back friction between AI assistants. As well as, the collaboration between Apple and Google to make use of Gemini for future Apple Intelligence options represents a optimistic step ahead for the generative AI ecosystem throughout its gadget portfolio, together with iPads.
Regional efficiency various throughout the 12 months. Omdia stated Central and Japanese Europe recorded the quickest development in 2025, adopted by Asia Pacific. All areas skilled double-digit development besides North America, the place vendor and retail discounting helped offset an in any other case declining development in the course of the vacation season.
This text, "iPad Demand Surges as Apple Strengthens Grip on Pill Market" first appeared on MacRumors.com
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