CounterPoint claims that Apple's iPad revenue-generating capability has reached a new high, with the global average price in Q4 2025 increasing by 10.63% quarter-over-quarter.

IT Home, March 14 — Market research firm CounterPoint Research published a blog yesterday, March 13, stating that in Q4 2025, the global tablet market will enter a stock digestion (depletion/consumption) phase. Shipments are set to decline by about 3% quarter-over-quarter, and fall 4% year-over-year.

Looking across the entire year of 2025, the total tablet market size will remain at around the mid-range of 150 million units. The firm believes that the global tablet industry’s development trajectory is fully shifting into a steady period led primarily by replacement demand.

Facing this mature category, major device manufacturers have all adjusted their strategies. They have started to focus on clearing channel inventory and improving their profit structure. Brands are no longer relying solely on price wars to secure short-term growth. Instead, they increasingly value creating product worth and users’ long-term activity, and are actively driving deep integration between high-end product lines and multi-device ecosystems.

In the current game of managing inventories, Apple performs especially impressively. Its iPad’s global average selling price (ASP)( rises strongly from 527 dollars in Q3 2025 to 583 dollars in Q4 2025.) (IT Home note: the current exchange rate is approximately 4012 RMB)(, with a quarter-over-quarter increase of 10.63%, fully highlighting the continued appeal of the high-end segment and Apple’s ecosystem.

Meanwhile, the Android camp is stabilizing the market’s fundamentals by strengthening competitiveness in the mid-price range. These manufacturers not only maintain broad coverage in the entry-level market, but also vigorously expand productivity attributes such as support for keyboards and styluses.

In addition, supply-chain signals such as a pullback in the shipment volume of tablet display panels also confirm that the entire industry is returning to normalized operations, without initiating large-scale pre-stocking before 2026.

Looking ahead, the global tablet market is expected to face new cost challenges in 2026. Continuously rising memory prices will directly squeeze profit margins for mid- and low-end devices, putting considerable pressure on cost-performance-focused Android manufacturers.

Although the overall shipment volume may be somewhat soft in the short term, as component costs gradually decline and a new replacement cycle arrives, market demand will ultimately stabilize.