Counterpoint Research: Apple (AAPL.US) iPad business grew steadily in the third quarter, and shipments increased 4% year over year

The Zhitong Finance App learned that in the context of the gradual recovery of the tablet market, Apple (AAPL.US) achieved steady growth in iPad shipments in the third quarter of 2025. According to Counterpoint Research's latest “Global Tablet Market Tracking Report”, iPad shipments increased 4% year-on-year in the third quarter of 2025. Among them, high-end models still play an important role, while basic models and miniaturized models provided continuous support for overall shipments.

Compared with the same period last year, Apple's iPad business in the third quarter of 2025 showed more “qualitative changes” rather than “quantitative changes.” Due to seasonal education offers, aggressive online promotions, and increased price competition in key markets, the average selling price (ASP) dropped slightly, and revenue remained stable. It is expected that throughout 2025, total iPad revenue will benefit from the increase in the share of high-end models in recent years.

Global tablet brand shipment share comparison Q3 2024 vs Q3 2025

Source: Counterpoint Global Tablet Market Tracking Report, Q3 2025

Looking forward to the future, driven by a balanced combination of high-end and basic models, Apple iPad shipments are expected to grow by about 10% year-on-year in 2026, with the contribution of basic models only increasing slightly. Behind this increase is a backlog of switching requirements, and it is expected that a significant number of existing users will return to upgrading their equipment after a typical five-year cycle.

At the same time, key technological changes, including the wider adoption of OLED panels and the introduction of new high-end devices, are also expected to drive demand ahead of schedule.

Apple's market share is expected to temporarily rise to a high range of close to 40%, marking one of the strongest periods in the category in recent years. In conjunction with the company's 50th anniversary, 2026 will be an important milestone, further consolidating Apple's leading position in the global tablet market and maintaining its continued growth momentum in the high-end and mainstream segments.