Apple has reason to celebrate. In second quarter 2025 saw a significant increase in iPad sales, despite tight economic conditions and the threat of tariffs. According to data from the research agency IDC Research delivered by the company to the market 12,7 million tablets, which represents year-on-year growth of 2,4%.
Strong interest in cheap and powerful models
Sales growth Apple It particularly attributes a trio of models that cover both ends of the price spectrum. Updated iPad 10.9″ (2024) attracted price-sensitive customers, while more demanding users reached for the new iPad Air with the M3 chip available in 11″ and 13″ variaThe highlight of the offer was iPad Pro with the M4 chip, introduced in May.
Customers also started shopping due to concerns about price increases caused by new import duties, which has not yet taken effect. Some analysts speculate that it was this threat that led to the advanced purchases, which could have had a major impact on the result of the quarter.
Apple still holds the lead in the market
Despite strong competition, it remains Apple world leader in tablet sales with more than 33% market share. For example Samsung Although it recorded higher year-on-year growth (4,2%), it sold "only" 7,2 million units.
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The surprise is Amazon, whose tablet sales have increased by incredible 205%. Yet it only holds an 8% market share. The reason for the sharp growth may be aggressive pricing and the expansion of model availability Fire.
Revenues are growing, but customers are choosing cheaper options varianty
Apple announced in its quarterly financial results that it had earned $1.1 billion from iPads $6,6 billion, which is a slight increase compared to 6,4 billion in the previous quarterAlthough the absolute value is increasing, the year-on-year comparison shows decrease by 8%.
This suggests that users are more likely to choose cheaper models iPads, with the top variathings like iPad Pro, remain rather a marginal matter. Tim Cook during a call with investors, he said that strong April sales were partly due to concerns about rising prices due to tariffs.
Regardless of the reasons, however Apple has shown that its strategy of expanding its iPad portfolio is paying off. With a strong market position and regular innovation, the company is well-positioned to maintain its dominance.ancand in the following quarters.
1. Speaking of the fiscal quarter, it should have been Apple third, not second.
2. And where are the records? It's growing less in shipments year-on-year than the others. It's lost in sales year-on-year, and that's because it started selling the basic iPad in the second calendar quarter of last year, and iPad Pro. This year, at the same time, he had a new foundation and iPad Air. This year, Tudíř had the cheaper models, which are more popular. These are not really records, but a bit of a warning sign.