Honor highlights an IDC report on the Q2 2026 Android tablet market in EMEA, which dipped by 10.5% YoY. Honor surged ahead with positive growth, a 25.3% YoY increase. The brand's latest tablet, the Magic Pad 4, brought a better OLED display that pushed boundaries and focused on PWM dimming in a way that its competitors do not.

The Android tablet market in EMEA dropped by 10.5% YoY, down to 5.9 million units. While Samsung still holds the majority of tablets shipped despite this fall, it's Honor that's silencing the crowd. According to the IDC report, Honor experienced a massive 25.3% YoY increase in Android tablet shipments. This was the strongest recorded growth for Android. IDC's senior research manager, Daniel Goncalves, pointed out the brand's "established presence." The only other Android brand to see growth in Q2 was Xiaomi, but at a lower 3.4% YoY.

Honor's most recent tablet is the Magic Pad 4, featuring a brighter and more vibrant OLED screen. My colleague Nicholas Sutrich marveled at Honor's 5,320Hz PWM dimming. This is a significant step in the right direction, and something Sutrich notes other companies tend to ignore. We often tend to ignore tablets. Look at the state of the phone market. We have foldables that can double as tablets. In Q2, the phone market saw another dip, and it's unlikely that it will recover in any major way. The market fell by 4%, thanks to the ongoing memory crisis. Samsung and Apple were key players that saw modest increases—2% and 4%, respectively. The market is expected to continue to fall even into the holiday season.