The latest data published by the analysis firm Omdia reflects a strong rebound in iPad shipments during the fourth quarter of 2025This comes at a time when the global tablet market is progressing much more calmly after the pandemic boom. Apple's rise comes against a backdrop of moderate growth for other manufacturers and confirms that, at least for now, the iPad continues to set the pace for the sector.
According to the report, the Christmas campaign and the fear of future memory limitations These factors have played a significant role in this end-of-year surge, both in the total volume of units shipped and in the distribution across product lines. For users and businesses in Spain and the rest of Europe, these figures help explain why tablets—and especially the iPad—continue to be a key component in areas such as education, hybrid work, and intensive content consumption.
The iPad consolidates its leadership in a cooling market
According to Omdia data, Apple reportedly shipped 19,6 million iPads worldwide during the last quarter of 2025. This figure translates into a year-on-year growth of 16,5%, a figure clearly above the overall tablet market, which saw an increase of around 10% in the same period.
This behavior positions the iPad as undisputed leader in the tablet segment, with a 44,9% market share in the fourth quarterThe rest of the competitors are far behind: Samsung holds 14,7%, Lenovo 8,8%, Huawei 6,9%, and Xiaomi 6,4%. The remaining 18,3% is divided among other manufacturers, mostly focused on lower-priced devices or with a strong presence in emerging markets.
The consultant's analysis emphasizes that the pull of the entry-level iPad and the professional models has been decisive. They highlight, on the one hand, the performance of the eleventh generation of the most affordable iPad, which acts as an entry point to the Apple ecosystem, and on the other hand, the iPad Pro family with M5 series chips, more focused on advanced productivity tasks, design, video editing or working with demanding applications.
The research company also points out that Apple is strengthening its position precisely when the global market is beginning to show signs of saturation.After several years of declining shipments, the slight rebound of around 10% across the sector does not hide the fact that much of the current demand is due to upgrades of existing devices, something that is clearly noticeable in Europe and also in Spain.
A more mature tablet market, but with a volume rebound.
According to Omdia, Global tablet shipments increased by around 10% year-on-year in the fourth quarter of 2025. The firm emphasizes that this is a slightly better improvement than that observed in 2024, and that it comes after three consecutive years of declines, following the sales peak brought on by the pandemic in 2020.
In this context, the study insists that The market is still far from extraordinary levels. These figures were reached during the most intense phase of remote work, online classes, and leisure activities at home. Now the scenario is more stable: families tend to extend the lifespan of their tablets, and companies tailor their purchases to very specific uses, from point-of-sale solutions to mobile tools for salespeople or technicians who know work across multiple devices continuously.
Even so, Omdia concludes that 2025 would have closed as the year with the highest annual volume of tablet shipments since the boom caused by the pandemic. This indicates that, although the pace is no longer as explosive, tablets remain a relevant format within the ecosystem of personal and professional devices, with particular importance in sectors such as education, retail, logistics, and field services throughout Europe.
In the specific case of the iPad, the report emphasizes that the combination of new releases and price cuts on previous generations This has allowed Apple to better serve different user segments. In countries like Spain, this approach translates into a greater presence of the iPad in schools, government agencies, and private companies, where compatibility with specific accessories, such as Cases compatible with the iPad Air 2, and vertical applications make a clear difference compared to many Android tablets.
What's behind the jump in iPad shipments?
One of the key factors pointed out by Omdia has to do with the seasonal demand linked to the Christmas holidaysThe last quarter of the year is usually the peak period for consumer electronics, and 2025 was no exception: a good number of users opted to renew their tablet or to incorporate an iPad as a device shared by the whole family, a fairly common pattern in Spanish households.
The consulting firm also focuses on the early reaction from manufacturers to potential memory restrictionsSeveral suppliers reportedly brought forward production and shipments to anticipate a predicted shortage of memory components during 2026. This "pre-build" activity, as it is known in the industry, would have partially inflated the number of units distributed to the channel in the last months of 2025.
In the case of Apple, Omdia links the 16,5% growth in shipments to the positive reception of the eleventh generation of the standard iPadDesigned as an entry-level option, and in response to the rise of iPad Pros equipped with the M5 chip, these advanced models are aimed at users looking to partially replace their laptops and those who need transfer tasks between your iPad and other devicesThis is a trend that is gaining traction in Europe among creative professionals, technical profiles, and workers who spend a significant amount of time outside the office.
The report also suggests that in developed markets such as Europe The tablet replacement cycle is getting longerDevices withstand the test of time better thanks to performance improvements, longer software update cycles, and features such as... New iPadOS multitasking gesturesThis forces manufacturers like Apple to introduce more differentiating features and changes to convince those who are undecided between sticking with their current tablet or upgrading to a newer model.
Looking ahead to 2026, Omdia itself warns that Pressure on demand for tablets could increaseAfter the boost provided by Christmas shopping and early production due to a possible memory shortage, the market could face a less favorable environment, with more cautious consumers, tighter business budgets, and intense competition from large-screen mobile phones and increasingly lightweight laptops.
Specific impact in Europe and Spain
At the European level, Omdia's data suggests that The iPad maintains a particularly strong presence in education.Schools, colleges, and universities have consolidated one-to-one programs and digital classrooms in which the Apple device plays a central role, partly due to its management tools, the educational platforms already established in the ecosystem, and the possibility of Fill out forms and sign documents on your iPad.
In Spain, this trend translates into a steady increase in the number of iPads in public and private centersas well as in academies and vocational training centers. The ability to combine the iPad with a stylus, keyboards, and device management solutions facilitates its adoption in environments where there is intensive work with digital materials.
The iPad has also found a significant niche in the European business sector. hybrid work scenarios and mobilityFrom salespeople who need quick access to catalogs and CRM, to technicians who consult documentation in real time, or retail staff who use tablets to manage inventory and payments, Apple's device has established itself as a versatile tool, even facilitating tasks such as Configure email accounts, contacts, and calendar on your iPad.
For individual users, both in Spain and the rest of Europe, the iPad remains as one of the preferred devices for leisure, video consumption and browsingThe combination of a wide range of applications, integration with other products from the brand, and the perception that the device "stands up well for years" contribute to many consumers viewing it as a medium-term investment and not just a one-off whim.
Given this scenario, the figures for the last quarter of 2025 show that The iPad continues to set a significant pace in the tablet market.It is growing above the industry average, gaining market share against its rivals, and maintaining a strong position in both the home and professional sectors. For Europe, and particularly for Spain, where tablet use has stabilized but continues to expand in very specific niches, iPad shipment trends help explain why this format remains so prevalent in the digital lives of millions of people.
