The success of the iPad encouraged other companies such as Samsung and Huawei to release their own tablet versions in quick succession. However, after shipments peaked in 2014, the global demand for tablets has witnessed a steady decrease. In 2023, tablet shipments worldwide are forecast to reach 122 million units, a decrease from the high of 230 million units seen in 2014.
Apple remains the leading tablet vendor in terms of shipments, with Samsung and Amazon placing second and third among the tablet vendors. Apple's market share of tablet shipments worldwide has been at over 25 percent in recent years, although the competition remains strong as manufacturers continue to develop innovative products in order to lure consumers away from Apple.
Google’s Android operating system (OS), which is used by several different vendors, is the leading OS in the tablet market. Apple’s iOS has held about a quarter of the market share over the years. The remaining segments of the OS market are occupied by Microsoft's Windows operating system along with a host of other vendors with smaller shares.