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For 2023, tablet shipments totaled 128.5 million units, a decline of 20.5% compared to 2022 and the lowest annual volume since 2011.
Apple retained its top spot in the tablet market, despite a notable decline in shipments for both the fourth quarter (-29.3%) and the full year (-19.8%).
While this caused some erosion in Apple’s 4Q23 market share, its full-year share was stable at more than 37% of the market.
Samsung remained in second place with somewhat better results and little change in its market share for the quarter and the year.
Xiaomi and Huawei both saw solid growth in the fourth quarter – 35.0% and 21.2% respectively. Xiaomi displaced Amazon from the top 5 in 4Q23 while Huawei posted the best results among the top 5 companies for the full year, with shipments declining just 4.0% year over year.
| Top Five Tablet Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Q4 2023 (Preliminary results, combined company view for the current quarter only, shipments in millions) | |||||
| Company | 4Q23 Unit Shipments | 4Q23 Market Share | 4Q22 Unit Shipments | 4Q22 Market Share | Year-Over-Year Growth |
| 1. Apple | 14.9 | 40.6% | 21.1 | 47.4% | -29.3% |
| 2. Samsung | 7.3 | 19.8% | 7.8 | 17.5% | -6.6% |
| 3. Huawei | 2.8 | 7.6% | 2.3 | 5.2% | 21.2% |
| 4. Lenovo | 2.6 | 7.1% | 2.3 | 5.2% | 12.9% |
| 5. Xiaomi | 1.6 | 4.3% | 1.2 | 2.6% | 35.0% |
| Others | 7.6 | 20.6% | 9.8 | 22.1% | -22.7% |
| Total | 36.8 | 100.0% | 44.6 | 100.0% | -17.4% |
| Source: IDC Worldwide Quarterly Personal Computing Device Tracker, February 5, 2024 | |||||
| Top Five Tablet Companies, Worldwide Shipments, Market Share, and Year-Over-Year Growth, Calendar Year 2023 (Preliminary results, combined company view for the current quarter only, shipments in millions) | |||||
| Company | 2023 Unit Shipments | 2023 Market Share | 2022 Unit Shipments | 2022 Market Share | Year-Over-Year Growth |
| 1. Apple | 48.5 | 37.8% | 60.5 | 37.4% | -19.8% |
| 2. Samsung | 26.2 | 20.4% | 30.4 | 18.8% | -13.9% |
| 3. Lenovo | 9.3 | 7.2% | 11.6 | 7.1% | -19.7% |
| 4. Huawei | 8.7 | 6.8% | 9.1 | 5.6% | -4.0% |
| 5. Amazon.com | 5.5 | 4.2% | 16.0 | 9.9% | -65.9% |
| Others | 30.3 | 23.6% | 34.1 | 21.1% | -11.1% |
| Total | 128.5 | 100.0% | 161.6 | 100.0% | -20.5% |
| Source: IDC Worldwide Quarterly Personal Computing Device Tracker, February 5, 2024 | |||||
