International pill shipments rose by 13.1 % year-over-year within the second quarter of 2025, as per a report by Worldwide Knowledge Company (IDC). Momentum from the primary quarter carried into Q2, supported by product refreshes and ongoing substitute cycles, contributing to the general enhance in pill shipments. Apple as soon as once more topped IDC’s checklist of pill producers, pushed by the recognition of the most recent 10.9-inch iPad and new iPad Air fashions. Samsung got here in second place, adopted by Lenovo. Amazon and Xiaomi got here within the fourth and fifth positions, respectively.
Pill Shipments Reportedly Rose As a result of New Product Launches, Substitute Cycles
As per IDC’s Worldwide Quarterly Personal Computing Device Tracker report, international pill shipments surged 13.1 % YoY in Q2 2025, reaching 38.3 million models, up from 33.8 million in the identical interval final yr. The expansion is attributed to new product launches, substitute cycles, lively schooling initiatives and subsidies in China. IDC notes that AI-powered options and productiveness and efficiency optimisation helped in growing curiosity within the premium pill phase.
Apple retained a significant share of worldwide pill shipments and maintained its high place in Q2 with a market share of 33.1 %. The Cupertino-based model shipped 12.7 million models and registered a 2.4 % YoY development in the identical interval. The recognition of the most recent 10.9-inch iPad mannequin and 11-inch and 13-inch iPad Air fashions supported Apple’s gross sales quantity.
Samsung secured second place with shipments of seven.2 million models. It noticed 4.2 % YoY development and grabbed an 18.7 % market share. IDC observes that the model has been actively ramping up shipments within the Center East and Europe to strengthen its place in opposition to main opponents in these areas, along with elevated volumes from Latin America initiatives.
In line with the IDC’s report, Lenovo remained in third place with 8.2 % market share. The Chinese language model has registered 25 % YoY development with 3.1 million cargo models. IDC notes that the expansion was fuelled by the sale of Tab M collection, Lenovo Y700 and Xiaoxin Pad Professional fashions.
Amazon re-entered the highest 5 pill distributors within the second quarter, claiming the fourth spot. The corporate shipped 3.1 million models and recorded a 205 % YoY development. This surge is probably going because of the timing of Prime Day forward of a possible tariff announcement, prompting Amazon to refill on further stock throughout the quarter.
In fifth place, Xiaomi shipped 2.8 million models within the Q2 2025 and marking a YoY development of 42 %. The robust demand for Xiaomi Pad 7 and Redmi Pad SE drove the cargo quantity. The launch of the Xiaomi Pad 7 Ultra, Xiaomi Pad 7S Pro, and the Redmi K Pad additional boosted gross sales.
“The pill market efficiency in Q2 2025 highlights that a big portion of customers are price-sensitive”, stated IDC’s Mobility and Shopper Machine Trackers Analyst Anuroopa Nataraj. He additionally identified that promotional reductions and subsidies strongly affect buying selections, and lots of patrons favor to attend for enticing offers somewhat than pay the complete retail worth. “Even for high distributors like Samsung, it’s their aggressive promotions that led to excessive quantity gross sales in lots of areas, and for Apple, quantity remains to be pushed by their lower-range iPads,” Nataraj added.