In Italy, Apple was the leading tablet vendor between 2016 and 2023. Although its market share dropped in 2021 and Samsung became the market leader, the American tech giant regained its leading position in 2022, holding almost 50 percent of the market in 2023. Samsung, instead, occupied around 36 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 780 million U.S. dollars by 2024. 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 50 percent of the market.
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StatCounter. (April 11, 2024). Tablet vendor market share in Italy from 2016 to 2023 [Graph]. In Statista. Retrieved February 12, 2025, from https://www.statista.com/statistics/1280221/market-share-tablet-vendors-italy/?__sso_cookie_checker=failed
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