Samsung maintained its second place in the global tablet market in the second quarter of 2024. The company shipped 18.6% more tablets in the April-June period compared to the same period last year, reaching 6.9 million tablets. However, its market share slightly decreased to 20.1%. Despite not launching a major new tablet model during this period, the increase in demand from commercial use contributed to Samsung’s sales growth.
Apple maintained its leadership in the tablet market. The company shipped 12.3 million iPads in the second quarter, capturing a 35.8% market share. Despite a year-over-year increase of 18.2%, its market share fell from 37% to 35.8%. Apple’s new iPad Pro series features tandem OLED panels from LG and Samsung, but these models failed to deliver the expected sales growth.
Lenovo and Huawei’s performance
Lenovo shipped 2.5 million tablets in the second quarter of 2024, achieving growth of 16.7%. Huawei, on the other hand, shipped 2.3 million tablets with a 6.8% market share, thanks to its strong performance in China in particular, and achieved a 40.3% increase compared to the previous year. This increase can be considered as an indicator of Huawei’s success in the local market.
Xiaomi almost doubled its tablet shipments to 2 million units in the second quarter of 2024, gaining a 5.8% market share. The company, which achieved a 94.7% increase on an annual basis, attracted attention with its sales performance in Russia and European countries, especially France, Germany, Italy and Spain.
Samsung is expected to launch the Galaxy Tab S10 series later this year. The series is planned to include the Galaxy Tab S10, Galaxy Tab S10+, and Galaxy Tab S10 Ultra. These new tablets will reportedly use MediaTek’s Dimensity 9300+ processor, a first for Samsung’s high-end tablet lineup. The launch is expected to further boost Samsung’s sales in the final quarter of the year.
Samsung’s performance in the tablet market continues to be shaped by the impact of new product launches and commercial uses. The company aims to maintain and increase its market share with new models and technologies. It is seen that Galaxy XCover devices, especially those used in commercial applications, play an important role in this success.