A new report published by Counterpoint Research indicates that the average selling price of the iPad has increased by approximately 10% despite a decline in shipments in the broader tablet market. Here are the details.

Apple Offsets Tablet Market Decline with Increase in iPad Average Selling Price

According to the report's data, global tablet shipments fell by 3% quarter-over-quarter and 4% year-over-year in the fourth quarter of 2025.

Quote from the report:

Global tablet shipments decreased by approximately 3% quarter-over-quarter and 4% year-over-year in the fourth quarter of 2025. This indicates that the market has entered a more mature phase. According to Counterpoint Research’s latest Global Tablet Market Tracker, this growth followed a stronger third quarter and a high comparison base from the previous year. In the fourth quarter of 2024, shipments had grown nearly 8% alongside leading OEMs like Apple and Samsung returning to more regular launch cycles and the rapid expansion of Chinese OEMs.

On the other hand, Apple stated that the average selling price of the iPad rose from $527 in the third quarter of 2025 to $583 in the fourth quarter, noting that this approximately 10% increase compensated for the cooling of the broader market and reinforced Apple’s dominance in the premium tablet segment.

The report suggests that this dominant position could provide Apple with an advantage over Android manufacturers due to increasing memory prices putting pressure on low and mid-range devices.

Apple’s Q1 2026 earnings showed that iPad revenue reached $8.5 billion, a 5% increase year-over-year, with sales for the quarter ending December 27.

In the conference call following the results, Apple CEO Tim Cook and CFO Kevan Parekh noted that the quarter set an all-time record for iPad upgrades, with more than half of iPad buyers being new to the product.

The remainder of the report claimed that "the market remained in the 100 million unit range throughout the year" and "showed signals of a shift towards a more regular replacement-focused path."

The report also indicated that tablet shipments are expected to grow until 2029, with year-over-year growth remaining positive until 2028, followed by a slight decline in 2029 and 2030.

Follow this link to review the full report.

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