According to Apple’s Financial Conference Call held on October 31^st, iPad revenue was $7 billion, 8% higher year-over-year. Apple’s CFO Luca Maestri stated that “The iPad installed base reached another all-time high, and over half of the customers who purchased iPads during the quarter were new to the product.”

The latest Global Tablet market report from IDC posted late Friday stated that Apple shipped 12.6 million units, with a modest growth of 1.4% year over year in the quarter. Back to school season helped boost sales for the newly launched iPad Air model. The new iPad Pro performed below expectations as their prices are too steep and unattractive in emerging markets.

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Apple’s iPad market share continues to slide from 37.7% in Q3-23 to 31.7% in Q3-24. Apple’s iPad growth YoY was the smallest in the  top five vendors list as presented in the chart above.  

• Samsung had a great 2Q24 with 7.1 million shipments and year-over-year growth of 18.3%. They launched more premium tablets during the quarter with the Galaxy Tab S10 Ultra and Galaxy Tab S10+ with AI features. In Q3, their low-end Galaxy A9 models drove their sales across most regions. Commercial deployments also played a key role in driving shipments for Samsung.
• Amazon.com was back in the Top 5 and secured the third position in 3Q24 with a shipment of 4.6 million units and year-over-year growth of 111.3%. Their market share also increased by 6 percentage points. The company refreshed its Fire HD 8 model with some new AI tools by the end of the quarter. 3Q24 sales came mainly from their Prime Day deals. The vendor has had two Prime Days this year and offered discounts on most of their models.
• Huawei remained in the fourth position this quarter and recorded a solid growth of 44.1% year-over-year growth and shipments of 3.2 million units. Huawei launched several new products in both consumer and commercial markets which helped boost shipment growth in Q3. Among these new models, the MatePad SE 11 has made a notable contribution to the growth due to its competitive price.
• Lenovo moved down to the fifth position this quarter. Still, the company’s sales grew by 14.7% year over year with 3 million shipment units. Due to a lower base comparable in 2023Q3, most regions recorded growth in the quarter. There was also significant improvement in their commercial market performance. The biggest growth came from PRC and Western Europe.

Going into calendar Q4-24 (Fiscal Q1-25), Apple only has their refreshed iPad mini to rely on for a boost in shipments.