It’s a little tricky to reconcile this with Apple’s recently reported Q2 2025 earnings, but according to IDC research, iPad unit sales actually grew 2.4% last quarter. IDC estimates that Apple shipped 12.7 million iPads in Q2 2025.

The tablet market as a whole grew 13.1% year-over-year in shipments, with much of the growth driven by consumers making purchases ahead of upcoming tariffs. Apple remains in first place for tablet market share with 33.1%, down slightly from 36.6% in the same quarter last year. Samsung holds the second spot with 18.7% market share, shipping 7.2 million tablets, which is a 4.2% year-over-year increase.

IDC Research cites the refreshed base iPad, also known as the iPad 11 or iPad (A16), as a key driver of growth, alongside both sizes of the M3 iPad Air. This makes a lot sense, as these are Apple’s most recently released iPads.

The contrast between a 2.4% unit sales increase and an 8% year-over-year revenue drop in the same quarter suggests that buyers are leaning toward Apple’s lower-cost iPads instead of the impressive, but expensive iPad Pro.

With the current state of the economy, price cuts on the Pro seem unlikely, so this is a good opportunity to Apple invest more in its lower cost iPads. Giving the base iPad multi-window support in iPadOS 26 is a good start.

Link: IDC Research via AppleInsider