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Between 2012 and 2024, Samsung and Apple established themselves as the leading tablet vendors in Europe. Over the years, Samsung's market share increased, reaching over ** percent in 2024. On the contrary, Apple's share of the market declined, amounting to under ** percent in 2024. 

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 ** 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 ** 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 ** 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 ** percent in 2023 and was forecast to reach around **** percent by 2027.