A new report from Counterpoint Research says the average selling price of the iPad has increased by about 10%, despite a decline in shipments across the tablet market. Here are the details:
Apple offsets decline in tablet market with rise in average selling price of iPads
According to the report, global tablet shipments fell 3% quarter-on-quarter and 4% year-over-year in Q4 2025.
From the report:
According to Counterpoint Research’s latest Global Tablet Market Tracker, global tablet shipments decreased by approximately 3% quarter-on-quarter and approximately 4% year-over-year in Q4 2025, marking a clear step towards a more mature stage for the market. This growth followed a strong third quarter and strong comparative basis in 2024, with shipments up nearly 8% year over year in the fourth quarter of 2024, as the market rebounded as major OEMs such as Apple and Samsung returned to more regular launch cycles and Chinese OEMs expanded rapidly.
Meanwhile, Apple saw its average iPad selling price rise from $527 in Q3 2025 to $583 in Q4 2025. This was an increase of about 10%, offsetting broader market cooling and strengthening Apple’s dominance in the premium tablet segment.
The report notes that this dominant position could ultimately benefit Apple compared to Android makers, as rising memory prices squeeze low- and mid-range devices.
According to Apple’s own Q1 2026 financial results (equivalent to sales for the quarter ending December 27), iPad sales rose 5% year over year to $8.5 billion.
In a post-earnings conference call, Apple CEO Tim Cook and CFO Kevan Parekh said the quarter also set an all-time record for iPad upgraders, with more than half of iPad buyers using the product for the first time.
Returning to the report, it claimed that for the full year, “the market will remain at a level of mid-100 million units,” “signifying a shift to a more stable replacement-driven trajectory.”
The report also noted that tablet shipments are expected to increase through 2029, but year-on-year growth will remain positive until 2028, then decline slightly in 2029 and 2030.
Click this link to see the full report.
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