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In Italy, Apple was the leading tablet vendor between 2016 and 2024. Although its market share dropped in 2021 and Samsung became the market leader, the American tech giant regained its leading position in 2022, holding more ** percent of the market in 2024. Samsung, instead, occupied around ** percent of the Italian tablet market.

Tablets in Italy

Filling the gap between a smartphone and a laptop, the first modern tablet appeared in the market in 2010, when Apple released the iPad. Over the years, tablets gained in popularity around the globe, including Italy. However, the tablet market revenue in the country has fluctuated, and is forecast to drop to around *** million U.S. dollars by 2028. Apple and Samsung have constantly been competing for the tablet market leading position and still are the tablet market leaders in Italy, with Apple taking the first position and holding around ** percent of the market.

The iPad

The iPad is one of Apple’s main products. Since its introduction, the American tech giant has released many versions of this device: iPad, iPad Mini, iPad Air, and iPad Pro. In the first quarter of Apple’s 2024 financial year, the iPad generated million U.S. dollars in revenue, accounting for around around *** percent of Apple’s total revenue. Globally speaking, Samsung, Huawei, and Lenovo are its main competitors, and yet Apple maintains its leading position in the worldwide tablet market.