Nick Harpster

Our Tablets: 2025 Year-in-Review report recaps Tablet & Detachable launches, placements, pricing and advertising and promotional activity captured throughout 2025. The report features data and insights from OpenBrand’s Tablet & Detachables category, which feature products sold through the US ecommerce and brick-and-mortar channels.

Read through all the 2025 pricing and promotions insights below or email the report to read later.

You can also check out our 2025 Year-in-Review reports for other Consumer Electronics categories.

Tablets & Detachables Product Updates

In 2025, the tablet category sharpened into three clear battlegrounds: premium “laptop replacement” devices, midrange productivity slates, and ultra-affordable big-screen options. Across Apple, Samsung, Microsoft, Lenovo, Amazon, and Walmart’s onn, the year’s most meaningful shifts weren’t just about faster chips, they centered on AI-driven experiences, more PC-like workflows via keyboards and multitasking modes, and larger, higher-refresh displays becoming mainstream at lower prices.

1. AI became the primary feature story, and also the biggest lineup divider.
   1. Apple pushed “built for Apple Intelligence” down to iPad Air (M3) while keeping the base iPad on A16 without Apple Intelligence support, making AI a clear upsell lever.
   2. Samsung did the same in Android-land by pushing AI features into both midrange FE and flagship S lines (Circle to Search, writing/drawing assists, etc.). 
2. “Laptop replacement” wasn’t just marketing. Brands shipped more “PC-like” workflows.
   1. Samsung upgraded DeX with Extended Mode (true dual-screen behavior across tablet + external monitor) and multi-workspace setups.
   2. Microsoft doubled down on the 2‑in‑1 identity with a new 12-inch Surface Pro and its redesigned keyboard/pen storage approach
3. Big screens moved down-market; high refresh became common outside flagships. Samsung’s Tab S10 FE+ jumped to 13.1″ (90Hz), Lenovo brought 12.7″ 3K at 144Hz to both premium (Yoga Tab Plus) and midrange (Idea Tab Pro) pricing, and Apple kept 11/13-inch sizing as mainstream.
4. Wi‑Fi 7 arrived as a flagship/tablet-halo checkbox. Apple brought Wi‑Fi 7 to iPad Pro via its new N1 networking chip; Samsung put Wi‑Fi 7 in Tab S11 Ultra; Lenovo put Wi‑Fi 7 in Yoga Tab Plus.
5. The budget fight intensified via retail/channel brands, especially Walmart’s onn. onn pushed large-screen Android 14 tablets at ~$129–$179 price points (11″ and 12.1″) that undercut most “name brand” devices on screen size-per-dollar.
   

2025 Tablet Timeline: Key Launches & Strategic Moves

Jan (CES) — Lenovo

• Introduced Yoga Tab Plus (positioned as its first on-device AI tablet)
• Announced Idea Tab Pro pricing/availability
• Why it mattered competitively:
  • Put “premium Android tablet” pressure on Samsung from below (flagship-ish screen/refresh + AI story at lower price points)

Mar — Apple

• Refreshed iPad Air to M3
• Introduced a new Magic Keyboard for Air
• Refreshed the base iPad to A16 with 128GB starting storage
• Why it mattered competitively:
  • Apple re-anchored the lineup:
    • Air becomes the mainstream “AI iPad”
    • Base iPad becomes the value iPad—but explicitly not the AI iPad

Apr — Samsung

• Launched Galaxy Tab S10 FE / FE+ (including the new 13.1″ FE+)
• Why it mattered competitively:
  • Samsung defended the midrange with bigger screens + “AI out of the box”
  • Directly aimed at iPad Air and Lenovo’s rising midrange

May — Microsoft

• Launched Surface Pro, 12-inch
  • Copilot+ PC
  • Snapdragon X Plus
  • 45 TOPS NPU
• Why it mattered competitively:
  • A clearer iPad Pro / Galaxy Tab Ultra challenger for buyers who want:
    • Full Windows + tablet form factor
    • A lower entry price than many premium tablet + keyboard bundles

Aug — Amazon

• Reported plan for an Android-powered tablet (vs. Fire OS) “as soon as next year,” potentially around $400
• Also discussed Vega OS for lower-priced devices
• Why it mattered competitively:
  • Amazon’s most meaningful tablet “move” in years:
  • A credible attempt to move beyond content-first budget tablets
  • Toward iPad/Samsung territory by addressing app compatibility pain

Sep — Samsung

• Launched Galaxy Tab S11 / S11 Ultra
  • 14.6″ Ultra
  • DeX Extended Mode
  • Wi‑Fi 7 on Ultra
• Why it mattered competitively:
  • Strengthened Samsung’s “Android laptop replacement” pitch
  • Directly attacked iPad Pro’s productivity ceiling with improved external-display workflows

Oct — Apple

• Launched iPad Pro with M5
  • AI performance leap
  • Wi‑Fi 7
  • Ultra-thin design
  • Tandem OLED
• Why it mattered competitively:
  • Protected the premium halo with:
    • Maximum performance
    • Display leadership
    • A stronger AI acceleration story
    • Kept iPad Pro positioned as the “no excuses” creative/pro device

Key Brands: 2025 Highlights and What Shifted

Apple: Key 2025 releases

• iPad Air (M3): positioned as “built for Apple Intelligence,” kept 11″/13″ sizes, and introduced a new Magic Keyboard designed for Air.
• Base iPad (11th gen, A16): upgraded to A16 and 128GB starting storage at $349, shipping March 12, but explicitly remains the only “new iPad” without Apple Intelligence.
• iPad Pro (M5): leaned hard into AI performance claims, N1 Wi‑Fi 7, C1X modem on cellular models, and an Ultra Retina XDR “tandem OLED” display in an ultra-thin chassis.

Competitive impact (2025)

• Apple’s lineup became more intentionally tiered by AI readiness: if a shopper wants “the AI iPad,” Apple steers them to iPad Air/Pro; the base iPad stays the price anchor and volume play.
• The M5 Pro keeps Apple’s premium position strong against Samsung’s Ultra tablets and 2‑in‑1 PCs by pairing display leadership + on-device performance narrative.

Samsung: Key 2025 releases

• Galaxy Tab S10 FE / FE+ (April): FE+ moved to 13.1″, 90Hz, up to 800 nits HBM, Exynos 1580, IP68, and a big bundle of “Intelligent Features” (Circle to Search, Samsung Notes math/handwriting tools, AI Key on the Book Cover Keyboard, etc.).
• Galaxy Tab S11 / S11 Ultra (September):
  • DeX Extended Mode (dual-screen workflow across tablet + external monitor) + multiple workspaces
    Redesigned S Pen
  • 14.6″ Tab S11 Ultra with 120Hz AMOLED and Wi‑Fi 7

Competitive impact (2025)

• Samsung’s FE+ sizing is a direct response to Apple’s 13-inch iPad Air: “big-screen productivity” is no longer premium-only.
• The Tab S11 Ultra is Samsung’s clearest iPad Pro challenger on workflow, not just hardware, DeX improvements are meant to answer the “iPadOS ceiling” critique with a more desktop-like environment.

Microsoft (Surface Pro line): Key 2025 release

• Surface Pro, 12-inch (May): Microsoft positioned it as the “thinnest and lightest Copilot+ PC,” powered by Snapdragon X Plus with a 45 TOPS NPU, starting at $799 and available May 20; detachable keyboard and pen storage/charging were emphasized as core to the form factor.

Competitive impact (2025)

• Surface Pro’s advantage vs. iPad/Galaxy Tab remains the same, but got sharper in 2025: it’s the most credible “tablet that is also a real PC” option, which matters for office-heavy, legacy-app, and enterprise workflows.
• The 12-inch size and lower entry price make it a more direct alternative to iPad Pro 11-inch buyers who were already paying “laptop money” once accessories were added.

Lenovo: Key 2025 releases

• Yoga Tab Plus (announced Jan; available starting Jan 2025): Lenovo framed this as its first on-device AI tablet, with Snapdragon 8 Gen 3 + 20 TOPS NPU, built-in LLMs + Lenovo AI Now, 12.7″ 3K anti-reflection display, 144Hz, Wi‑Fi 7, and a stated starting price of $699.99.
• Idea Tab Pro (available starting April 2025): positioned for students with Circle to Search and Gemini, also 12.7″ 3K 144Hz, and starting at $349.99.

Competitive impact (2025)

• Lenovo attacked both Samsung and Apple from the middle: offering “flagship-feeling” screen specs (12.7″, 3K, 144Hz) at prices that sit closer to base iPad / FE territory than iPad Pro / Tab Ultra territory.
• The Yoga Tab Plus was also seen as a serious premium Android alternative (including comparisons to Samsung’s Ultra tier).

Amazon: What changed in 2025

• The biggest tablet “development” was strategic, not a marquee Fire hardware refresh: It was reported Amazon is planning a higher-end Android-powered tablet (vs its forked Android / Fire OS approach) potentially around $400, aiming to address longstanding Fire OS complaints and app ecosystem limits; it was also reported Amazon could ship some lower-priced tablets with Vega OS before eventually moving the slate toward Android.
• Amazon also ended Android support for its Appstore on third-party Android devices (while keeping it on Fire tablets/TV), which underscores how the company is rethinking its software distribution footprint.

Competitive impact (2025)

• If Amazon follows through, it sets up a 2026 fight where Amazon can credibly target base iPad / midrange Android shoppers with “real Android compatibility,” not just “cheap tablet for Prime content.”

onn: What mattered in 2025

• onn. continued to pressure the low end with mainstream-feature Android tablets at extreme prices, including:
• onn. 11″ Tablet Pro (2024 model) running Android 14 with 1840×1280 display, 4GB RAM, 64GB storage (expandable), and pricing commonly seen around $129 on Walmart listings.
  onn. 12.1″ Tablet Pro (2024 model) running Android 14 with 2560×1600 display, 6GB RAM, 128GB storage (expandable), and pricing commonly seen around $179 on Walmart listings.

Competitive impact (2025)

• onn. is one of the clearest reasons “big screen for cheap” became a table-stakes expectation in the budget aisle, creating pressure on Amazon Fire (which still carries Fire OS tradeoffs) and on entry Samsung devices.
  

How 2025 Tablet Models Reshaped Head-to-Head Competition

1) Premium “laptop replacement” showdown

iPad Pro (M5) vs Galaxy Tab S11 Ultra vs Surface Pro 12-inch vs Lenovo Yoga Tab Plus

• Apple iPad Pro (M5): wins the “tablet-as-a-workstation” narrative on silicon + display + connectivity (tandem OLED, Wi‑Fi 7, AI performance emphasis).
  Samsung Galaxy Tab S11 Ultra: attacks Apple where Apple is most criticized, multi-window/desktop workflows, via DeX Extended Mode and large-screen-optimized AI tools.
• Microsoft Surface Pro 12-inch: differentiates by being a full Windows Copilot+ PC in a tablet form factor, with a lower advertised starting price (though accessories still matter). 
• Lenovo Yoga Tab Plus: undercuts premium Android flagships on price while matching “big screen + high refresh + AI story,” which can pull shoppers away from Samsung’s Ultra tier if they don’t need Samsung’s ecosystem.

2) Midrange productivity (where most share battles happen)

iPad Air (M3) vs Galaxy Tab S10 FE+ vs Lenovo Idea Tab Pro

• iPad Air (M3): Apple’s strongest mainstream “do everything” iPad, positioned for Apple Intelligence and keyboard/pen workflows at $599/$799 starting pricing.
• Galaxy Tab S10 FE+ (13.1″): Samsung’s answer to “big iPad Air,” pushing premium design cues + AI features + IP68 into the FE tier.
• Lenovo Idea Tab Pro ($349.99): a disruptive value spec (12.7″ 3K 144Hz + keyboard/pen ecosystem) that can win on price-performance for students and families.

3) Budget tablets: value vs. ecosystem vs. software constraints

Base iPad (A16) vs Amazon Fire HD 10 vs onn.

• Base iPad (A16): Apple’s budget anchor (starts $349, 128GB), often positioned as the best “cheap tablet” if you want long-term polish, but it’s not Apple Intelligence capable, which matters as AI marketing spreads.
• Amazon Fire HD 10: still commonly recommended as “best value for casual use,” with the persistent tradeoff being Fire OS limitations.
• onn.: frequently wins the shelf on “more screen for less money,” offering standard Android 14 on large displays, but with the usual budget-brand question marks around update cadence and premium app performance.

2025 Table Stakes For Competitive Tablets

If you’re evaluating launches/lineups going into 2026, these are the features that clearly moved toward baseline expectations in 2025:

• A real AI story (on-device acceleration and/or OS-level AI features): Apple Intelligence (Air/Pro), Galaxy AI + DeX workflows, Copilot+ PC NPU marketing, Lenovo AI Now/built-in LLM positioning.
• Keyboard + trackpad accessories that feel “laptop-grade” (often with dedicated AI keys): Apple’s new Magic Keyboard for Air , Samsung’s keyboard with Galaxy AI Key, Microsoft’s redesigned Surface keyboard, Lenovo’s 2‑in‑1 keyboard positioning. 
• Bigger screens across more price tiers (11–13″+ as normal, not niche): iPad Air 13″, Tab S10 FE+ 13.1″, Idea Tab Pro 12.7″, Yoga Tab Plus 12.7″.
• High refresh rates spreading beyond flagships (90Hz in midrange; 120/144Hz in premium): FE series 90Hz; Lenovo 144Hz; Samsung flagships 120Hz.
• Wi‑Fi 7 as a halo checkbox (flagship and “premium Android” tiers): iPad Pro M5, Tab S11 Ultra, Yoga Tab Plus.
  

What to watch next (because of the 2025 shifts)

• Amazon’s OS pivot (Android + possibly Vega OS) is the single biggest potential “competition changer,” but it’s also the least certain because it’s reported as an in‑development plan.
• AI gating will keep shaping segmentation: Apple’s choice to keep base iPad “non‑AI” (Apple Intelligence-wise) is a template other brands may follow, AI as an upsell, not a baseline.
• The midrange will stay the bloodiest segment: Samsung FE+, Lenovo Idea Tab Pro, and iPad Air all converged on big screens + productivity positioning, meaning pricing, promos, and accessory bundling will likely decide to share more than raw specs.