Han Media: Huawei Remains at the Top, Apple iPad Struggles in the Chinese Market!

On January 6, South Korean media "Global Economy" published an article stating that according to the latest China tablet report released by market research company Omdia, Apple's tablet shipments in China fell by 14% to 2 million units in the third quarter of last year, and its market share also dropped sharply from 29% to 23%.

At the same time, the shipment volume of Chinese brand Lenovo was 900,000 units, increasing by 71% year-on-year, ranking first in quarterly growth, and tied with Xiaomi (900,000 units). Its market share also increased from 6% to 10%.

The Chinese tablet market shows a clear polarization, with domestic brands growing rapidly, while Apple is the only brand experiencing a decline.

Total tablet shipments in China reached 8.8 million units, an increase of 9% year-on-year.

According to Omdia's brand shipment and market share data, Huawei ranks first in the Chinese tablet market, with shipments reaching 2.7 million units, up 21% year-on-year. Its market share reached 31%, widening the gap with Apple by 8 percentage points. The overall market share of Chinese domestic brands reached 77%, up 5 percentage points, further consolidating their position in the domestic market.

It is understood that the cost-performance strategy adopted by Chinese companies is the primary reason for iPad's poor performance in the Chinese market.

Chinese manufacturers target entry-level iPads, highlighting 120Hz high refresh rate screens and long battery life, with prices ranging between 2,000 to 3,000 RMB. Analysts point out that entry-level iPads, with only a 60Hz refresh rate and non-full laminated panels, have not been favored by consumers.

Another factor causing Apple's slow development is its lagging product innovation. The update cycle for iPad has been continuously extended, and although its M chip performs strongly, there are limited functional changes. This means it is at a disadvantage compared to localized innovative technologies such as Huawei's "Starlight" communication technology and Lenovo's artificial intelligence training capabilities.

Apple's revenue from iPad in the third quarter of the 2025 fiscal year totaled 6.58 billion USD, a decrease of 8%. In the fourth quarter, revenue reached 6.952 billion USD, rising by only 0.03%, essentially flat. The weakness in the Chinese market directly affected its global performance.

Analysts believe that Lenovo's growth is attributed to its niche market strategy and wide price range. Lenovo is targeting the education market with learning tablets, ensuring demand for online education. The "Xiaoxin" series of tablets starts at 550 RMB, occupying the mid-to-low-end market. Its 2.5K large screen and long battery life also meet the needs of light work and entertainment. Additionally, large orders from enterprise customers have also driven the growth in shipments.

Omdia predicts that "the Chinese tablet market will maintain growth in 2025, but will enter a period of adjustment in 2026. In 2025, the shipment volume of the Chinese tablet market will reach 35 million units, an increase of 12% year-on-year. Last year, the active new product releases and low-price strategies of Chinese companies will drive market growth, but in 2026, the market will enter a period of adjustment, with shipments dropping to 32 million units, a decrease of 9%."

Original: toutiao.com/article/1853532728149194/

Statement: This article represents the views of the author.