After a slump, the global tablet market staged a remarkable comeback last year, driven by advancements in performance, falling costs, and evolving consumer and professional use cases. According to data from Canalys, global tablet shipments surged by 9.2% year over year, totaling 147.6 million units. This resurgence reflects a broader shift in how users view the role of tablets in their personal and professional lives—no longer as secondary or luxury devices, but as primary tools capable of replacing traditional laptops in many scenarios.
Source: Canalys
The fourth quarter of 2024 alone saw 5.6% year-over-year growth, reaching nearly 40 million units shipped. Notably, this growth was distributed broadly across markets, except North America. In emerging economies and mature markets like Japan and China, a mix of government-led digital initiatives and aggressive vendor strategies spurred demand. Initiatives like Japan’s “Society 5.0” and China’s continued electronics subsidy program helped sustain momentum into the year’s end.
The Hardware Gap Is Closing
A central reason behind this rebound is tablets’ rapidly improving computing power relative to their cost. Devices like Apple’s latest iPad Air and iPad Mini models, which contributed to the company’s 14% Q4 growth, are now powered by silicon that rivals or exceeds entry-level laptops. Apple’s M-series chips, in particular, have redefined what’s possible on a fanless mobile device. Meanwhile, Android vendors are also pushing the envelope: Xiaomi, which saw a staggering 73% annual growth, and Huawei, with a 29% increase, are rolling out feature-rich tablets at competitive prices.
That compute leap, coupled with better memory, storage, and GPU capabilities, has made tablets viable replacements for notebooks, especially when paired with keyboards and styluses. Accessories that were once considered optional or high-end—detachable keyboards, protective folio covers with trackpads, USB-C hubs—are now mainstream and often bundled, further blurring the line between tablets and ultraportables.
The Tablet as a Remote Workstation Terminal
The modern tablet is more than just a standalone device for many users—it’s a powerful window into more complex systems. Personally, I’ve found myself rethinking my home setup. Rather than investing in a new full-sized laptop, I’ve been hunting for a Mac Mini, always on and ready to be accessed remotely. With a modern iPad, I can VPN into the Mac Mini, control its screen with Sidecar or remote desktop tools, and perform resource-intensive tasks seamlessly.
This hybrid setup, once the domain of IT professionals or tinkerers, is now both attainable and affordable for average consumers. The network infrastructure is ready for it too: fiber connections at home and 5G mobile coverage on the go make the latency virtually invisible. The experience is fluid, whether I’m tweaking a presentation, editing video, or accessing a proprietary app that requires macOS.
Commercial Momentum and Vendor Strategies
On the commercial side, Canalys found encouraging signs that IT investment is picking up again after a period of constraint. In a recent channel partner survey, 52% of respondents who sell commercial tablets expect to see increased shipments this year. These expectations align with broader trends: businesses are refreshing fleets, industries are digitizing frontline workflows, and education systems are continuing their post-pandemic embrace of 1:1 device programs.
Vendors are responding with aggressive market expansion. For example, HONOR targets Indonesia and the UK with bundled offers and device integrations. Xiaomi plans to grow its Chinese retail footprint to a staggering 20,000 stores by 2025, signaling confidence in sustained demand. Meanwhile, Apple has doubled down on expanding into India, a market increasingly central to its strategy across mobile and PC lines.
One caveat remains: US tariffs. If new tariffs are enacted or extended, high-end tablets, mainly imported from China, could face pricing pressure. This may cool demand in specific market segments, particularly for premium models. However, the global tablet market seems to have turned a corner, benefiting from both a recovery in consumer confidence and a realignment of value across the device spectrum.
Takeaways
The resurgence of tablet adoption presents several strategic implications for businesses and marketers, particularly as these devices become more central to productivity, content consumption, and remote work.
Accessory Bundling Opportunities: The popularity of keyboards, styluses, and stands enables marketers to develop new bundles and upsell strategies.
AI Integration Readiness: Tablets will become key platforms for AI-powered workflows, making it essential to align apps and services with voice, vision, and predictive UX.
Commercial Refresh Demand: A rise in business tablet adoption signals opportunities in device lifecycle marketing and IT-focused messaging.
Remote Work Use Cases: Tablets are increasingly used as remote access terminals—ideal for marketing cloud services, VPN tools, and productivity apps.
Tablet Optimization: Ensure websites, apps, and digital experiences (UX) are fully optimized for tablet interfaces, especially in landscape mode. Tablets support long-form, immersive content consumption—favor high-res creative, touch-friendly design, and interactive formats.
Tablets as Primary Devices: Improved performance and accessories now make tablets capable replacements for laptops in many business use cases.
Today, the tablet no longer plays catch-up with the PC. It’s carving out its own role as a versatile, powerful, and connected device that adapts to how we work, learn, and create. For users like me—and millions of others—it’s no longer a question of whether a tablet can replace a laptop. It’s about when and how it already has.
©2025 DK New Media, LLC, All rights reserved | DisclosureOriginally Published on Martech Zone: Tablets Are Making A Triumphant Return, Fueled by Power, Affordability, and New Use Cases for 2025