According to the Zhito Financial APP, TechInsights indicated that despite the Global tablet market sustaining double-digit growth for most of 2024, tablet shipments only increased by 3% year-on-year in Q4 2024. This brings uncertainty for the start of 2025. Even in such a challenging market environment, Apple (AAPL.US) successfully released pent-up upgrade demand with the newly launched iPad mini (October 2024) and discounted pricing of the 10th generation entry-level iPad. Lenovo (00992) continues to grow steadily, maintaining its position as the third largest manufacturer in the Global market throughout 2024. Xiaomi (01810) also showed strong momentum with the launch of multiple powerful new products this year, performing well with the launch of the Xiaomi Pad 7 series in October 2024.

It is noteworthy that the Windows camp is facing severe challenges. As the iPad and Android systems increasingly absorb productivity features that were once the sole domain of Windows, combined with Apple and Android manufacturers expanding their detachable keyboard product lines, Microsoft Surface's former differentiation advantage is gradually eroding. Microsoft has shifted its focus to the high-end market, sacrificing shipment volume for profit margins, while OEM partners are fully betting on the PC upgrade cycle. Samsung has encountered a mid-single-digit year-on-year decline, alongside a slowdown in Lenovo's growth, signaling a potential weakening of the recovery momentum in the Android camp—this segment had originally commenced its recovery cycle earlier than the overall tablet market. While Amazon hopes to turn around its fortunes during the holiday season, it ultimately ended with results slightly below breakeven, closely linked to its strategic adjustment of scaling back in Europe and Japan, and refocusing on the USA.