A new analytical report from IDC states that worldwide tablet shipments posted a decline of 14.2% year over year in calendar Q3-23, totaling 33.2 million units, Meanwhile Chromebook shipments also contracted in 3Q23 with shipments totaling 3.5 million units for a year-over-year decline of 20.8%.

Apple led the tablet market with shipments of 12.5 million units yet declined 15.1% year over year. Unlike past years, Apple has forgone the launch of new models during the third quarter, which typically provides an uplift in the second half of the year. However, not all is lost as Apple has been able to maintain share since last year.

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"The first three quarters of 2023 recorded some of the largest contractions in the tablet market and the upcoming holiday season isn't expected to be very different. With no dramatic improvements in macroeconomic conditions, project and purchase delays are expected to be pushed further into 2024," said Anuroopa Nataraj, senior research analyst with IDC's Mobility and Consumer Device Trackers.

Samsung shipped 6 million units in the quarter and ranked second overall. Though the company's shipments have contracted, the tablet maker seems focused on a turnaround by concentrating on the premium segment along with additional marketing campaigns. Lenovo and Huawei landed in the third and fourth position this quarter with shipments of 2.6 million and 2.3 million units respectively. After a dismal performance last quarter, Amazon was able to reposition itself in the top 5 by gearing up for the holiday season and launching a new value-priced premium device, the Fire Max 11.

During Apple's Financial Conference held on Thursday (Nov. 2), Apple's CEO Tim Cook commented on the iPad this way: "iPad sets the gold standard for tablets, and our competitors are unable to match the iPad experience that is enabled by our seamless integration of hardware and software.

iPad is also our most versatile product. In classrooms around the world, it’s helping educators bring lessons to life while giving students a window into the world around them. And in artist workshops, design studios, and everywhere else creative minds come together, iPad supercharges the creative process, helping users take their ideas further than they ever could before. Revenue for the September quarter was $6.4 billion."