The global tablet market is entering a deeper replacement-cycle slump. Shipments dropped 23% year over year to about 32 million units in the third quarter of 2026, according to Omdia, marking the second straight quarter of double-digit contraction and the market’s lowest level in nearly three years.
For tablet buyers, the trend points to a market where existing devices are staying useful for longer. Supply constraints, higher prices, and a limited number of compelling upgrade features are continuing to weigh on demand, Omdia said. The research firm does not expect a meaningful market recovery before 2028.
Lenovo stands apart among the largest vendors
Lenovo was the sole company in the global top five to grow during the quarter, with shipments up 11.9% from a year earlier. That follows gains of 20% in the first quarter and 27.1% in the second quarter. Its broad portfolio, affordable models, and competitive specifications may be helping it maintain momentum, despite several recent price increases.
| Vendor | Q3 2026 shipment change vs. Q3 2025 | Reported context |
|---|---|---|
| Lenovo | +11.9% | Only top-five vendor to grow; +20% in Q1 and +27.1% in Q2 |
| Apple | -27.5% | Followed a 7.5% decline in the previous quarter |
| Samsung | -21.7% | Shipments declined year over year |
| Xiaomi | -10.6% | Shipments declined year over year |
| Huawei | Nearly 50% lower | Largest decline among major vendors; fell to fifth globally |
Apple’s iPad shipments fell 27.5%, accelerating from the prior quarter’s 7.5% decline. Samsung and Xiaomi also contracted, while Huawei saw the steepest drop among major players and slipped to fifth place worldwide. With price pressure still rising and upgrades struggling to create a clear reason to replace an older tablet, the near-term market appears most challenging for vendors without a strong value proposition or a differentiated use case.
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