Global tablet shipments declined by around 3% QoQ and 4% YoY in Q4 2025, marking a clear step into a more mature phase for the market, according to Counterpoint Research’s latest Global Tablet Market Tracker. This growth followed a stronger Q3 and a high comparison base in the prior year, when Q4 2024 shipments had grown nearly 8% YoY as the market rebounded on the back of leading OEMs like Apple and Samsung returning to more regular launch cycles, and the rapid expansion of Chinese OEMs.

For full-year 2025, the market remained in the mid-100-million-unit range, signaling a shift toward a steadier replacement-driven trajectory. As the category matures, premium products and deeper ecosystem integration are becoming increasingly important, with leading vendors placing greater emphasis on value creation and long-term user engagement rather than chasing short-term shipment spikes.

Within this digestion phase, most OEMs prioritized cleaner channels and healthier economics over aggressive unit growth. Inventory was managed more tightly, promotions were more measured, and brands leaned into higher-value products where they had clearer strengths, from Apple’s premium productivity-oriented iPads to Android vendors’ higher-end tablets with stylus and ecosystem integration. Apple stood out in this environment – iPad’s global ASP rose from $527 in Q3 2025 to $583 in Q4 2025, underscoring the continued strength of the premium segment and Apple’s ecosystem. Meanwhile, Android vendors focused on stabilizing demand by reinforcing mid-range price bands and expanding productivity features such as keyboard and stylus support while maintaining strong coverage in value segments. Supply-side signals, including a pullback in tablet display panel shipments, also pointed to normalization rather than a large build ahead of 2026.

Looking ahead, the global tablet market is expected to face renewed pressure in 2026 as rising memory prices weigh on the economics of mid-range and entry-level devices, particularly for Android vendors. While shipments may soften in the near term, demand is expected to gradually stabilize as component costs normalize and replacement cycles resume. The continued shift toward premium and productivity-oriented tablets should also help support a more replacement-driven market structure over time. The latest iPad Air, launched in the first quarter of 2026, further strengthens the premium‑leaning segment of the market by offering a refreshed option between flagship Pro models and base iPads that maintains robust performance and memory configurations at broadly consistent price points, giving cost‑conscious upgraders an accessible premium choice and helping Apple defend a richer premium mix and relatively stable iPad shipments even as rising memory costs pressure the broader tablet category.

About Counterpoint Research

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation.

WOOSTER, OH — March 2026 — RBB, a trusted leader in electronics manufacturing since 1973, has entered into a new partnership with USA Firmware, an engineering firm specializing in embedded systems, firmware development, and product design.

The collaboration brings together USA Firmware’s expertise in embedded engineering with RBB Systems’ capabilities in electronics manufacturing, creating a more streamlined path for companies developing new electronic products.

Through the partnership, customers working with USA Firmware on product design, firmware, and embedded systems development will have a clear transition to RBB Systems as their products move into production. RBB Systems will support small- and medium-volume manufacturing programs, helping customers scale production while maintaining close collaboration with the engineering teams that developed the product.

Based in the Cleveland area, USA Firmware focuses on embedded systems engineering, firmware development, and hardware design for connected and intelligent devices. The company works with organizations across multiple industries to design and develop complex electronic systems and bring new products to market.

“RBB Systems brings deep expertise in electronics manufacturing and a long history of supporting complex products in production,” said Bob Scaccia, CEO & Founder, USA Firmware. “Their ability to work closely with engineering teams helps ensure the products we develop can move smoothly from design into scalable manufacturing.”

RBB Systems provides electronics manufacturing services and engineering support to companies requiring flexible production capabilities, particularly for low-to-mid volume manufacturing programs. By working closely with engineering partners, RBB helps ensure that products designed for innovation can be efficiently transitioned into reliable, scalable production.

“Engineering and manufacturing work best when they’re closely connected,” said Bruce Hendrick, Owner and CEO of RBB Systems. “Partnering with USA Firmware helps ensure the products they design are built with manufacturing in mind from the start.”

While USA Firmware continues to collaborate with multiple manufacturing partners depending on project scale, RBB Systems will serve as a key partner for projects requiring small- and medium-volume production.

As companies continue to develop increasingly sophisticated electronic products, closer collaboration between engineering and manufacturing partners is becoming essential. This partnership allows both companies to better support customers navigating the full product lifecycle—from initial concept and development to production and delivery.

To learn more about RBB and its customer-first approach to electronics manufacturing, visit www.rbbsystems.com.

WESTFORD, Mass., March 13, 2026 – BTU International, Inc., a leading supplier of advanced thermal processing equipment for the electronics manufacturing market, announced that SMarTsol America will represent the company in Texas, effective January 15, 2026. The agreement covers BTU’s full line of products, including reflow ovens and belt furnaces.

SMarTsol America will handle sales and customer support across the state, providing local expertise for manufacturers using BTU systems. BTU’s equipment is widely used in PCB assembly, semiconductor packaging, and high-temperature processing, delivering precise temperature control and reliable performance. BTU’s portfolio includes high-performance convection reflow ovens such as the Aurora and Pyramax platforms, designed for consistent, repeatable thermal profiles in demanding production environments. The company also offers precision belt furnaces for applications such as brazing, direct bond copper, and other controlled-atmosphere processes.

“We’re excited to partner with SMarTsol America in Texas,” said Bob Bouchard, Director of Sales – Americas, BTU. “They have such expertise in our industry and will really be able to help our customers find the right solutions to their thermal process challenges – and then get the most out of their systems once they are installed,” added Bouchard.

Founded in 2012 by a team of leaders from Mexico’s high-technology sector, SMarTsol Americas focuses on sales, service, and support for advanced manufacturing technologies. With decades of experience in operations, process development, and customer support, the company is well-positioned to serve BTU’s customers in Texas.

Adan Galindo, North and Central America VP of Sales for SMarTsol America, said: ‘We’re looking forward to working with BTU in Texas. BTU offers some unique solutions, including advanced reflow technologies for advanced packaging and heavy board reflow which will be a great asset to support the investment plans in the region.’”

More information about Aurora and BTU International is available at www.btu.com.

Altus Group, a distributor of capital equipment for the electronics manufacturing industry in the UK and Ireland, and Koh Young Technology, a global provider of True 3D measurement-based inspection systems, will host a technical webinar on 28 April 2026 showcasing how artificial intelligence (AI) is being applied within inspection software to improve process control and manufacturing efficiency in SMT production.

The session will provide a technical showcase of Koh Young’s software capabilities within the KSMART smart factory platform, demonstrating how inspection data and AI-driven analysis can help manufacturers increase the value of their inspection systems while improving defect detection and process visibility across the production line.

Joe Booth, Chief Executive Officer at Altus Group, said: “Artificial intelligence is widely discussed across electronics manufacturing today and is often used as a buzzword. In reality, technologies such as those developed by Koh Young have been applying AI methodologies within inspection systems for many years. What we want to demonstrate through this webinar is how these capabilities are now delivering measurable benefits on the factory floor, helping manufacturers make better use of inspection data and improve process stability. For engineers and production teams interested in how AI can be applied in practical terms, this session will provide a useful technical overview.”

During the webinar, the presentation will highlight a range of AI-enabled software applications within the Koh Young ecosystem designed to help manufacturers maximise the value of inspection systems. These include capabilities that support automated inspection programming, improved defect classification and the use of inspection data to support communication and optimisation across the SMT production line.

These capabilities are delivered through Koh Young’s KSMART smart factory software platform, which collects and analyses measurement data generated by inspection systems across the SMT line. By integrating data from systems such as solder paste inspection (SPI) and automated optical inspection (AOI), KSMART enables real-time analysis that supports process monitoring and optimisation throughout electronics production.

The presentation will also introduce several key modules within the Koh Young software ecosystem, including Koh Young Auto Programming (KAP), Smart Review and the Koh Young Process Optimizer (KPO) solutions for printers and mounters. These tools use inspection data and artificial intelligence to automate inspection programming, streamline defect review and provide feedback that helps optimise solder printing and component placement processes.

To register for the webinar ‘Be smart on your AOI – Automatic programming and verification to boost your efficiency!’ taking place at 2pm CEST on 28 April 2026, visit:
https://us06web.zoom.us/webinar/register/WN_IgGcAezrS42FDeebABisSA

For further information, contact Altus Group at www.altusgroup.co.uk.