The success of the iPad encouraged other companies such as Samsung and Huawei to release their own tablet versions in quick succession. However, after shipment peaked in 2014, the global demand for tablets has witnessed a steady decrease. In 2018 tablet shipments worldwide are forecast to decrease to 150 million units. By 2020 tablets with small screens (7 to 9 inches) are forecast to account for 40 percent of all tablet shipments worldwide, while almost 60 percent of all tablets shipped are projected to be tablets with medium screens (9 to 13 inches).
Apple still remains the leading tablet vendor in terms of shipments. In 2017 alone, Apple sold about 43.8 million iPads, while Samsung sold around 25 million tablets that year. Apple's market share of tablet shipments worldwide was at between 25 and 30 percent, while Samsung held about 15 percent of the market. Lenovo, Amazon and Huawei round out the top five tablet vendors with a combined market share of 20 percent in 2017.
Google’s Android operating system, which is used by a number of different vendors, is the leading OS in the tablet market with a share of around 60 percent in 2017. Apple’s iOS has held a quarter of the market share over the years, and is forecast to maintain this share up until 2019. Microsoft's Windows operating system accounted for around 13 percent of the market in 2017.