Global tablet shipments declined 3% quarter-over-quarter and 4% year-over-year in Q4 2025, according to Counterpoint Research. While the broader market cooled, Apple's iPad defied the trend with its average selling price jumping from $527 to $583 - a roughly 10% increase that helped offset declining unit volumes.

This price bump reflects Apple's dominance in the premium tablet segment, where rising memory costs put pressure on lower-end Android devices. The company's strategy appears to be working: iPad revenue grew 5% year-over-year to $8.5 billion in Apple's Q1 2026 earnings. More than half of iPad buyers were new to the product, setting an all-time record for upgraders.

Despite the shipment decline, the tablet market remains substantial at around 100 million units annually. The report projects shipments will grow through 2029, with year-over-year growth staying positive through 2028 before slight dips in 2029-2030. Apple's ability to maintain premium pricing while competitors struggle with component costs positions it strongly for continued market leadership.