Samsung’s Tablet Growth Stalls in Q3 2025 as Rivals Catch Up Fast

The global tablet market saw growth (5.1% YoY) in the third quarter of 2025, shipping 40 million units around the world. However, Samsung’s tablet business suffered a slowdown, with shipments remaining nearly flat. On the other hand, rivals are quickly catching up through their aggressive market expansion.

Samsung saw minimal growth in the tablet market in Q3 2025

According to data from Omdia, Samsung shipped 6.9 million tablets in Q3 2025, capturing a 17.3% share of the market. In comparison with the same period last year, its growth was almost flat (0.1%). While Samsung remains the leader in the Android tablet market, it has started facing stiff competition from Chinese brands.

For example, Lenovo (9.1% share) shipped 3.7 million units, marking a 23% YoY increase. Thanks to the company’s recent expansion of the commercial tablet business in Europe, the Middle East, and Africa (EMEA). Huawei (8% share) also saw a strong performance, shipping 3.2 million tablets with an 11.5% YoY growth. Likewise, Xiaomi (6.6% share) shipped 2.6 million units, achieving a 2.3% YoY increase.

Meanwhile, Apple remained the leader in the overall tablet market, shipping 14.3 million units during Q3 2025. Of course, in terms of market share (based on Android tablet shipments), Samsung is still quite ahead. However, the gap between the Korean firm and its rivals is gradually narrowing as they continue to grow at a faster pace.

Samsung needs to adopt a different strategy in its tablet business to attract buyers around the world. The newly launched Galaxy Tablet models, such as Tab S11, Tab S11 Ultra, and Tab S10 Lite, could play a key role in this effort. These tablets come with Galaxy AI features to improve productivity on large displays. Whether the new lineup will succeed in driving solid demand in the fourth quarter of 2025 remains to be seen.

Speaking of the overall tablet market outlook, Omdia Research Manager Himani Mukka commented, “In Q3 2025, the market saw seasonal sell-in ahead of the holiday period in the West and both holiday and 11.11 sales in Asia-Pacific and China. However, sell-in is expected to remain muted and largely flat in Q4, with a similar outlook extending into 2026 as tablet replacement demand is projected to soften.”