The world of personal computing is undergoing a quiet but powerful transformation, with tablets once again capturing the spotlight. According to the latest industry data, global shipments of these versatile devices grew by 13% in the second quarter of 2025, reaching an impressive 38.3 million units. Far from fading into the shadow of laptops and smartphones, tablets are finding renewed purpose as tablet innovation reshapes the way people consume content, learn, and work.
Apple continues to hold the crown in the global market, shipping 12.7 million iPads in Q2 and claiming a commanding 33% market share. The 2025 base iPad has been a standout success, appealing to both educational users and creative professionals with its balance of performance and affordability. Samsung remains firmly in second place with 7.2 million units shipped and an 18.7% market share. Its Galaxy Tab range is resonating across multiple regions, offering Android alternatives that deliver both productivity and entertainment.
Together, these two brands show how tablet innovation at the premium end of the market has redefined expectations. Apple’s seamless ecosystem and Samsung’s diverse product line prove that tablets are not accessories but essential devices in a modern lifestyle.
South Africa is also feeling the impact of these global shifts. Schools moving toward digital learning, small businesses needing flexible tools, and families looking for affordable entertainment are increasingly choosing tablets. As connectivity improves and data becomes more accessible, tablet innovation is unlocking opportunities for education, entrepreneurship and digital inclusion. Tablets are no longer luxury items but gateways to participation in a connected economy.
The second quarter of 2025 proves that tablets are far from obsolete. Instead, tablet innovation is driving a resurgence built on design breakthroughs, affordability and practical functionality. From Apple’s consistent dominance to Amazon’s explosive growth, the market reflects both stability and disruption. For South Africa, the chance lies in riding this wave to extend access, empower communities and create a digital future where tablets play a central role.
