iPad shipments are up and running this year, and the pandemic is important to us.

iPad shipments increased 14% year-on-year in the first quarter of the year, further increasing Apple’s global advantage in the tablet market. Apple currently has more than twice the market share of its nearest competitors.

The Covid-19 pandemic is currently in our five years, but it is believed to be one of the main drivers to boost demand for iPads this year…

iPad shipping 14%

Canalys estimates that Apple shipped 13.7 million iPads in the first quarter of this year, exceeding 12m in the same quarter of this year.

Other brands enjoyed growth, but Apple went even further in the global tablet market, increasing its market share from 35.5% to 37.3%.

Second-placed Samsung experienced a decline in demand, but its own market share fell to 18%. In other words, Apple literally has twice the market share of its closest competitors. Other tablet brands did not reach double digits.

Pandemic refresh is important

Most demand for new tablets comes from consumers, not businesses.

Of course, during the pandemic, there has been a huge surge in purchasing appliances like tablets. The lockdown also boosted the amount of discretionary income available for new shiny toys, as people were unable to spend money outside the home.

As a result, many people bought a new iPad in 2020. And since five years is a typical renewal period, this is the year many people are upgrading to a new model.

The main drivers of US tablet shipping are now in demand from consumer refresh of tablets in the pandemic era, which currently reaching 4-5 years in their lifecycle, and are further supported by the introduction of new products. Throughout 2025, some consumers will update these aging devices for new silicone.

Demand for tablets could be slower next year

Canalys is hoping for more upgrade demand this year, but expects spending to slow down from next year.

Life expectancy is expected to be extended, and tablets experience demoted to spending priorities as discretionary income is squeezed in other categories. The tablet market is slowing down.

However, Apple appears to be set to build the best fares in a more constrained market, with FIM adding that “premium demand is expected to remain robust.”

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