A new report by Counterpoint Research says the average selling price of the iPad rose roughly 10% even as the broader tablet market saw shipments decline. Here are the details.

According to the report, global tablet shipments declined 3% quarter-over-quarter during Q4 2025, and 4% year-over-year.

From the report:

Global tablet shipments declined by around 3% QoQ and 4% YoY in Q4 2025, marking a clear step into a more mature phase for the market, according to Counterpoint Research’s latest Global Tablet Market Tracker. This growth followed a stronger Q3 and a high comparison base in the prior year, when Q4 2024 shipments had grown nearly 8% YoY as the market rebounded on the back of leading OEMs like Apple and Samsung returning to more regular launch cycles, and the rapid expansion of Chinese OEMs.

Apple, on the other hand, saw the average selling price of an iPad go from $527 in Q3 2025 to $583 in Q4 2025, a roughly 10% jump that helped offset the broader market cooldown and reinforced Apple’s dominance in the premium tablet segment.

The report notes that this dominant position could ultimately benefit Apple relative to Android makers as rising memory prices put pressure on lower and mid-range devices.

Apple’s own Q1 2026 earnings, which correspond to sales in the quarter ended December 27, showed iPad revenue growing 5% year over year to $8.5 billion.

During the post-earnings conference call, Apple CEO Tim Cook and CFO Kevan Parekh said the quarter also set an all-time record for iPad upgraders, with more than half of iPad buyers being new to the product.

Back to the report, it claimed that “the market remained in the mid-100-million-unit range,” for the full year, “signaling a shift toward a steadier replacement-driven trajectory.”

The report also noted that tablet shipments are expected to grow through 2029, while year-over-year growth should remain positive through 2028 before dipping slightly in 2029 and 2030.

To check out the full report, follow this link.

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