Tablet vendor market share in Europe 2012-2023

Between 2012 and 2023, Samsung and Apple established themselves as the leading tablet vendors in Europe. Over the years, Samsung's market share increased, reaching over 33 percent in 2022. On the contrary, Apple's share of the market declined, amounting to under 50 percent in 2023. 

Apple vs Samsung

In 2010, Apple released the iPad, the first modern tablet. Consequently, consumer electronics companies, such as Samsung, Huawei, and Xiaomi, manufactured their own tablets and entered this competitive market. The devices gained popularity around the world and in Europe, where Apple is the leading tablet vendor. Particularly, the American tech giant shipped around 11 million tablets in Western Europe in 2022. Samsung followed, with roughly five million units shipped in the same year.

Tablet among the favorite CE devices in Europe

Tablets, devices combining the functionalities of laptops and the portability of smartphones, have become widely used among consumers, also in Europe. For instance, roughly 35 million people are forecast to be tablet users in the United Kingdom in 2023, while the number of tablets users in France is forecast to exceed 30 million in the same year. At the same time, the device penetration in European countries increased and will continue increase. For instance, in Italy, the tablet penetration rate was almost 39 percent in 2023 and was forecast to reach around 44.5 percent by 2027.