Apple’s iPad lineup recorded notable growth in the second fiscal quarter of 2025. Data shared by IDC Research shows that Apple shipped 12.7 million units in the second fiscal quarter, a 2.4% year-over-year growth for Apple’s tablet business. The recent update to the 10.9-inch iPad, the first in three years, is said to have helped boost sales to price-conscious buyers. Most notable is Amazon’s tablet sales growth of an incredible 205%. Despite that, it still only accounts for 8% of the market share, whereas Apple holds over 33%. Vendors increased their tablet stocks ahead of the imposition of tariffs, and buyers anticipating price hikes pushed sales growth further than might otherwise have been expected. Additional features, improved performance, and new AI capabilities are also thought to have driven buyers to upgrade. While it hasn’t announced sales volumes by unit in years, for the quarter ending June 28, 2025, Apple sold $6.6 billion worth of tablets compared to $6.4 billion the quarter before. However, the figure represented a fall in sales of 8% year over year. That suggests that buyers are choosing cheaper, more entry-level iPads. Apple CEO Tim Cook posited a potential reason for an uptick in the number of iPads sold during the quarter: that people chose to buy in April specifically because of the threat of price increases brought about by new import tariffs.