Apple’s U.S. iPad shipments fell 8.8% year over year in the first quarter of 2024, yet the company still accounted for more than half of tablet shipments. Canalys estimates reported on July 1, 2024 put Apple at 4.92 million units, compared with about 5.4 million a year earlier. Samsung, the distant second, gained share. These are historical shipment estimates—not a measure of current 2026 market share, retail purchases, or revenue.
What the Q1 2024 figures show
The figures cover January through March 2024 in the United States. A July 1, 2024 report citing Canalys estimated vendor shipments as follows:
| Vendor | Q1 2024 shipments | Q1 2024 share | Year-over-year comparison |
|---|---|---|---|
| Apple | 4.92 million | More than 50% | Down 8.8% from approximately 5.4 million in Q1 2023 |
| Samsung | Approximately 1.8 million | 18.5% | Up from 1.75 million and 16.3% share in Q1 2023 |
| Other vendors | Not stated in the cited report | Not stated in the cited report | Not stated in the cited report |
The cited report of Canalys estimates does not establish an exact Apple share percentage, so “more than half” is the warranted level of precision. Samsung’s share rose by 2.2 percentage points, from 16.3% to 18.5%; that is a change in share, not an 18.5% increase in shipments.
How Apple could ship fewer tablets and still lead
Market share is relative to the total number of tablets shipped. A company can ship fewer units than a year earlier and retain a large share if its competitors also ship fewer, or if its starting position is large. The available figures show Apple’s decline and continued lead, but do not provide enough market-wide detail to establish how much the total U.S. market changed or whether Apple gained or lost share year over year.
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Quarterly shipment estimates can also move with product launch schedules, retailer promotions, and inventory sent through distribution channels. These are possible influences, not demonstrated causes of Apple’s Q1 result. Longer replacement cycles and economic pressure on discretionary purchases are also plausible explanations for softer tablet demand, but the reported figures do not prove either one caused the decline.
Samsung gained ground, but remained far behind
Samsung’s estimated shipments edged up from 1.75 million to 1.8 million units, while its share increased from 16.3% to 18.5%. That is meaningful progress from a much smaller base, but it does not amount to a close contest for the U.S. lead: the reported Samsung share remained more than 30 percentage points below Apple’s minimum reported share of 50%.
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The report describes Samsung’s range across budget, midrange, and premium devices, including the Galaxy Tab A9 and A9+, Tab S9 FE and S9 FE+, and Tab S9 family with OLED-equipped premium models. A wider lineup may help a vendor address more budgets and use cases; the figures do not establish that the lineup caused Samsung’s gain.
What “share” and “sales” mean in this story
- Shipments: Units shipped into a market or distribution channel during a period. They are not necessarily devices bought by consumers in that same period.
- Shipment share: A vendor’s portion of those quarterly unit shipments. The “over 50%” figure refers to U.S. tablet shipments in Q1 2024.
- Retail sell-through: Purchases completed by end users. The cited figures are not audited retail sales data.
- Revenue share: A vendor’s portion of money spent on tablets. A shipment-share figure does not reveal it; different average selling prices can produce different unit and revenue rankings.
- Installed base: Devices already in use. A quarter’s shipments do not measure the number of tablets owners currently have.
Market researchers can also use different product definitions and methodologies. A 2023 discussion of Canalys estimates noted debate about how low-cost Amazon Fire devices should be classified in tablet comparisons; such choices can affect the composition of the market being counted. That discussion of entry-level iPad shipments is context, not a substitute for the Q1 2024 U.S. figures.
Why Apple’s position can be resilient
Apple’s U.S. position has strategic advantages beyond any one quarter: iPadOS apps, continuity with iPhone and other Apple devices, accessories such as Apple Pencil and keyboards, and a broad range from standard iPads to Pro models can make the platform attractive to existing customers and organizations. Education and enterprise deployments may also support demand. These are reasons Apple may be well positioned; they are not evidence that any one factor caused the Q1 2024 shipment result.
Apple’s U.S. leadership should not be projected onto the world market. In its 2025 Form 10-K, Apple described itself as having a minority share of worldwide tablet markets. Apple’s filing also discusses competition and platform risks, underscoring that strength in one geography does not make the company dominant everywhere.
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What later figures do—and do not—tell us
Later results offer context about Apple’s business, but they are not a like-for-like continuation of the U.S. shipment series. In its fiscal second quarter of 2026, Apple reported worldwide iPad net sales of $6.914 billion, up 8% from $6.402 billion in the comparable quarter. For the first six months of fiscal 2026, net sales were $15.509 billion, up 7% from $14.490 billion. Apple attributed the increase primarily to higher iPad sales, partly offset by lower iPad mini sales. These are worldwide financial figures, not U.S. unit shipments or U.S. market share. Apple’s fiscal Q2 2026 filing reports the figures.
Separately, IDC estimated Apple shipped 17.1 million tablets worldwide in Q4 2025, representing 41.9% global share and 8% year-over-year growth. That is a different quarter, geography, and estimate from Canalys’ Q1 2024 U.S. figures; it cannot show Apple’s current U.S. share. IDC’s Q4 2025 global tablet report provides that later worldwide context.
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What this means for tablet buyers
Market leadership is not the same as best value for every buyer. An iPad may suit someone who already relies on iPhone, Apple services, or iPadOS apps. Samsung’s Galaxy Tab range is a natural alternative for Android users seeking Samsung integration, varied hardware, or S Pen and display options. Amazon Fire devices can fit basic reading, streaming, and children’s use, while Lenovo offers another Android route. Compare the particular model, software needs, accessories, and total cost rather than treating shipment share as a recommendation.
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