The Zhitong Finance App learned that on February 19, TechInsights released a report indicating that in Q4 2023, global tablet shipments once again fell 12% year on year to 39.2 million units; iPad shipments fell 21% year on year. Samsung, Lenovo, and others with higher-end product portfolios are eating away at Apple's share, but not enough to boost overall growth.
Apple's lack of new products dragged down the already recovering market demand in Q4 of 2023. The global shipment volume of Apple iPads was 14.3 million units, down 21% year on year, and its market share fell to 36%; due to Apple's lack of new products, it damaged its market stock, and promoted new customers to Android manufacturers such as Samsung and Lenovo that have improved their high-end product portfolio. Global shipments of Android tablets fell to 2020 million, but the market share increased to 52% — the highest Android record since Q4 2021.
After a difficult start, global tablet shipments for the full year of 2023 fell 16% year over year to 137 million. Compared to the second half of 2023, economic conditions were poor in most markets in the first half of 2023, which led to stronger consumer spending at the end of the year.
TechInsights predicts that both companies will grow in 2024. Huawei has found a new supply of advanced semiconductors domestically, improved its HarmonyOS ecosystem for the Chinese market, and revitalized. TechInsights anticipates that Apple will renew its iPad product line in 2024 and will gain growth from its large and loyal customer base after not releasing a new iPad for a long time.