Philippines’ very own CHERRY, as well as South Korean tech giant Samsung, have led the tablet market in the Philippines last 2023, as per the latest data from market research firm IDC.
Both companies dominated the top list of brands that shipped the most tablets in 2023, despite the overall decline of the market. As per IDC, the local tablet shipments were down 39.8 percent in 2023 with just over 750,000 units.
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As per IDC Philippines Senior Market Analyst Angela Medez, the tablet shipments in the country dropped to pre-pandemic levels. Tablet shipments were over a million units between 2020 to 2023.
Medez said that 2023’s figures were “the lowest annual shipment recorded since 2012.” In fact, it could’ve gotten worse without the new Samsung Galaxy Tab A9 and Galaxy Tab S9 FE, which helped drive shipments in the last quarter of 2023, growing 35.1%. The two Galaxy tablets alone were 40% of the 218,000 units shipped that quarter.
You can check IDC’s 2023 list of the top 5 tablet brands in the Philippines based on shipments below:
| Company | Shipped units (in thousands) | Market Share | YoY Growth |
| Samsung | 221.5 | 29,5% | -42.1% |
| CHERRY | 105.6 | 14.1% | -59.1% |
| HUAWEI | 88.7 | 11.8% | 27.6% |
| Xiaomi | 74.7 | 10.0% | 34.5% |
| realme | 66.8 | 8.9% | 60.0% |
| Others | 193.0 | 25.7% | 25.8% |
| TOTAL | 750.3 | 100.0% | 39.8% |