Apple’s iPad lineup scored record growth in Q2

As buyers tried to beat tariff-forced price increases that haven’t yet materialized, Apple’s iPad lineup recorded notable growth in the second fiscal quarter of 2025.

Apple shipped almost 13 million tablets in the period and remains the planet’s best-selling tablet maker. Data shared by IDC Research shows that Apple shipped 12.7 million units in the second fiscal quarter. The figure represents 2.4% year-over-year growth for Apple’s tablet business.

Apple has three iPads to thank in particular, including tablets at opposite ends of the price range.

The recent update to the 10.9-inch iPad, the first in three years, is said to have helped boost sales to price-conscious buyers. Those looking for more performance chose to pick up a new M3 iPad Air“>iPad Air in both 11- and 13-inch sizes.

Apple’s iPad business has been strong of late.

By comparison, Samsung shipped 7.2 million tablets but managed even better growth than Apple. Samsung managed 4.2% expansion compared to the previous year.

Most notable is Amazon’s tablet sales growth of an incredible 205%. Despite that, it still only accounts for 8% of the market share, whereas Apple holds over 33%.

Vendors increased their tablet stocks ahead of the imposition of tariffs, and buyers anticipating price hikes pushed sales growth further than might otherwise have been expected. Additional features, improved performance, and new AI capabilities are also thought to have driven buyers to upgrade.

Apple’s M3 iPad Air and entry-level iPad were announced in March, while the M4 iPad Pro was unveiled in May.

Apple announced its most recent financial figures, including iPad sales. While it hasn’t announced sales volumes by unit in years, for the quarter ending June 28, 2025, Apple sold $6.6 billion worth of tablets compared to $6.4 billion the quarter before.

However, the figure actually represented a fall in sales of 8% year over year. That suggests that buyers are choosing cheaper, more entry-level iPads.

In the company’s quarterly earnings call, Apple CEO Tim Cook posited a potential reason for an uptick in the number of iPads sold during the quarter. Cook said during the call that people chose to buy in April specifically because of the threat of price increases brought about by new import tariffs.

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