Analyst firm Omdia is back with its assessment of the tablet market in 2026. As previously forecasted, the market overall saw a decline, falling 10% in the second calendar quarter of 2026. This jives with Apple’s own quarterly reports from last week, where they reported an 8% year-over-year drop in iPad revenue over the same period.

Apple Retains Its Market Share Lead

Apple retained its historical lead in the tablet market with an estimated 13.5 million tablets sold in Q2, giving it a 38% market share. According to the report, the primary driver of iPad sales was the lower-cost models, i.e. the iPad (A16) and iPad Mini. This is interesting, as in the last few quarters, the iPad Air usually gets a shout-out, either from analysts or Apple, as one of the drivers of iPad sales.

Samsung maintained its second-place position, selling an estimated 6 million tablets in the quarter. Lenovo was the only vendor to see growth in Q2, selling almost 4 millions tablets. Xiaomi and Huawei round out the top five vendors, selling an estimated 2.8 and 2.7 million tablets, respectively.

Device Manufacturers Focusing on Premium Segment

The article goes on to speculate that, amidst the global storage and RAM supply constraints, the tablet market as a whole will see less investment from most vendors. Specifically, lower-cost tablets with lower margins are likely to be most affected, which mirrors what we’re seeing in the laptop and smartphone markets. Device manufacturers are focusing more on premium hardware with the margins to absorb some of the impact of rising component costs, which unfortunately means there may be less choice for more price-sensitive consumers, going forward.

Read the full report at Omdia.