Newly released figures from Canalys reveal that tablet sales dropped by 10% in 2023 compared to the previous year. A total of 135.3 million tablets were sold throughout the year, with Apple maintaining its leading position with 40% of the market share from 54 million shipments.
Apple’s market share remained steady from the previous year, as did Samsung’s, which followed in second place with 25.6 million shipments, capturing 19% of the market. Lenovo ranked third with 9.3 million sales, equivalent to a 6.9% market share, followed by Huawei and Amazon with 8.3 million and 7.7 million shipments, respectively.
Amazon experienced the most significant decline in market share, dropping from 9.1% in 2022, while Huawei was the only brand in the top five to show any growth, increasing from 4.2% in 2022.
For the fourth quarter of 2023, Apple remained in the lead, followed by Samsung, Huawei, Lenovo, and Amazon. However, only Huawei and Lenovo saw growth compared to the previous year.
In Q4 of 2023, sales in the tablet market overall dropped by 11% to 37.8 million units, with Apple’s sales declining by 24%, Samsung’s by 10%, and Amazon’s by 43.9%, while Huawei’s sales increased by 95.4% and Lenovo’s by 14.9%.
Canalys researchers anticipate a rebound of the tablet market in the coming year, driven by increased demand in China and India, as well as interest in foldable tablets. They also expect a greater focus on foldable tablets, despite the expected premium pricing.
