Tablets Aren’t Dead: Honor’s Q2 2026 Growth Outpaces Every Other Android Maker

For years, industry watchers have quietly wondered whether the tablet category still has real momentum behind it, or whether it’s slowly being squeezed out by larger phones and foldables on one side and full laptops on the other. New market data for the second quarter of 2026 suggests the answer is more complicated than a simple yes or no — and one brand in particular is making the case that tablets still have plenty of room to grow.

A Shrinking Market, With One Standout

According to an IDC report highlighted by Honor covering the EMEA region (Europe, the Middle East, and Africa), the overall Android tablet market shrank by 10.5% year-over-year in the second quarter of 2026, with shipments falling to 5.9 million units. Samsung remains the largest player in the region by volume despite the overall decline, continuing to hold the biggest share of shipments even as the broader market contracts.

Against that backdrop, Honor’s performance stands out sharply. The company posted a 25.3% year-over-year increase in Android tablet shipments during the quarter, by far the strongest growth of any Android manufacturer tracked in the report. The only other brand to record positive growth at all was Xiaomi, and its increase was a comparatively modest 3.4%. Every other major Android tablet maker in the region saw shipments decline.

Why Honor Is Gaining Ground

IDC senior research manager Daniel Goncalves pointed to Honor’s existing strength in smartphones as a key factor behind its tablet growth, noting that brands like Honor have been able to lean on their established presence in the phone market to expand into tablets more effectively than newer entrants could. That strategy — using brand recognition and existing retail relationships built through smartphone sales — appears to be paying off as consumers shop for tablets alongside their next phone upgrade.

Honor’s most recent tablet release, the MagicPad 4, has also played a role in that momentum. The device replaced the LCD panel used in Honor’s 2025 tablet lineup with a brighter, more vibrant OLED display. Notably, the MagicPad 4 includes 5,320Hz PWM dimming, a technical detail that matters more than it might sound: higher-frequency PWM dimming reduces the kind of screen flicker that can cause eye strain during extended use, an area where many competing tablets — and even some flagship phones — still lag behind.

The Bigger Picture for Android Tablets

Honor’s tablet growth arrives at an interesting moment for the broader device market. The global smartphone market also saw a dip in the second quarter of 2026, falling by roughly 4% amid what’s been described as an ongoing memory chip supply crunch that has pushed component costs higher across the industry. Samsung and Apple were among the few brands to see modest growth during the period, adding roughly 2% and 4% to their respective shipments even as smaller and mid-tier brands struggled.

That broader pressure on component costs makes Honor’s tablet growth even more notable. Posting double-digit growth in a shrinking category, during a period when rising memory prices are squeezing margins across the industry, suggests the company’s product strategy and pricing are resonating with buyers in a way that’s currently working against the grain of the wider market.

Is the Tablet Category Really Coming Back?

Whether this signals a broader tablet resurgence remains an open question. Industry commentary on Honor’s EMEA numbers has been cautious about reading too much into a single quarter or a single region’s data, and it’s worth noting that the category overall still shrank by more than 10% year-over-year even with Honor’s gains factored in. In other words, one brand growing sharply inside a shrinking market is a meaningful story about that brand’s execution — but it isn’t necessarily proof that consumer appetite for tablets broadly is rebounding.

Still, for consumers who had written off tablets as an increasingly niche product category, Honor’s Q2 numbers are a reminder that the category isn’t disappearing outright — it’s consolidating around the brands making the most convincing case for why a tablet deserves a spot next to your phone and laptop rather than being replaced by either one. Full coverage of the report includes additional detail on how the EMEA figures compare with global tablet trends tracked earlier in the year.

How This Compares to Earlier 2026 Tablet Data

Honor’s EMEA performance also looks stronger when placed against the global tablet picture from earlier in the year. Omdia’s Q1 2026 global tablet ranking had Apple firmly in the lead with a 40.1% market share on nearly 14,837 units shipped, followed by Samsung in second place with a 15.7% share, though Samsung’s shipments were down 12.6% year-over-year at that point. Huawei posted the strongest growth of any brand in that Q1 ranking at 28.1% year-over-year, while Honor itself was actually down 20% annually in that same period — making its subsequent EMEA turnaround in Q2 an even more notable swing in a relatively short window.

That shift from a year-over-year decline in Q1 to a 25.3% increase in Q2, specifically within the EMEA region, suggests the MagicPad 4 launch and Honor’s retail push in the region had a fairly immediate impact on its numbers, even as the company’s global tablet performance earlier in the year had been comparatively weak. It’s a useful reminder that global averages can sometimes mask sharp regional swings happening underneath them.

What This Means for Shoppers

For anyone currently shopping for a new tablet, the competitive pressure created by Honor’s growth is generally good news. Rival brands looking to defend their market share typically respond to this kind of shift with sharper pricing, faster hardware refreshes, or both — all of which tend to benefit buyers in the near term. The improved display technology in devices like the MagicPad 4 also raises the baseline for what shoppers should expect from a modern Android tablet, particularly around screen quality and comfort during long reading or viewing sessions.

It’s also worth watching how Samsung, still the region’s largest Android tablet vendor by volume, responds heading into the back half of 2026. A prolonged decline in its own shipments, even while holding the top spot, could eventually pressure the company to adjust its tablet strategy, particularly if competitors like Honor and Xiaomi continue posting growth while the rest of the category contracts.

There’s also a broader lesson here for anyone tracking the device market as a whole: aggregate, global-level statistics can tell a very different story than what’s actually happening region by region. A brand can be losing ground globally while still posting standout results in a specific market, and EMEA’s tablet numbers this quarter are a clear example of that gap. For shoppers outside the EMEA region, it’s worth checking whether similar regional trends are playing out closer to home before assuming global figures tell the full story.

For more ongoing coverage of shifts in the mobile device market, including smartphone and tablet shipment reports as they’re published, visit our technology news section for regular updates. We’ll continue tracking how Honor, Samsung, and the rest of the Android tablet field perform as 2026 heads into its final stretch, along with broader device market analysis as new quarterly data becomes available.