Shipment in the global tablet market fell 16 percent in Q3 2022 to 38.2 million, according to Strategy Analytics.
Samsung and Amazon led top vendors with low single-digit declines credited to their unique strategies in the market.
Apple tablet shipments fell 14 percent to 14.9 million. Apple has gained market share as its higher tier portfolio benefits from wealthier customers shrugging off inflation. Apple has 39 percent share in the global tablet market.
Samsung shipped 7.2 million tablets, falling 4 percent year-on-year.
Amazon performed relatively well due to Prime Day promotions and a refreshed 7-inch portfolio, with shipments falling 5 percent. Amazon shipped 3.7 million tablets during the third quarter.
Lenovo shipments fell 37 percent as it faced fierce competition in EMEA and North America and demand in the Windows segment is slowing post-pandemic. Lenovo shipped 2.7 million tablets.
Despite 33 percent year-on-year shipment decline, Huawei maintained its top 5 position in the tablet market. Huawei shipped 1.3 million tablets.