Market share of tablet operating systems in Italy 2012-2023

In Italy, iOS and Android were the leading tablet operating systems between 2012 and 2023. Particularly, in 2023, Android recorded the highest market share at almost 51 percent, while iOS's was around 49 percent. In 2020, Android and iOS had an almost equal share of the tablet OS market in Italy at around 50 percent.

The eternal battle: iOS vs Android

It is not only the Italian, but also the global tablet operating system market is dominated by iPadOS and Android. Until 2012, iPadOS, the OS developed by Apple and only compatible with Apple’s iPads, led the tablet OS market. At the beginning of 2013, Google Android overtook Apple, becoming the leader and retaining its position until 2022, when Apple regained the leading position. Part of Android’s success is due to the fact that it is an open-source licensed operating system available to various manufacturers, which use it on their devices and face lower costs on research and development.

The tablet market

The first modern tablet appeared on the market back in 2010, when Apple launched the iPad. On the one hand, the American tech giant developed several versions of its tablet since then: the iPad, iPad Mini, iPad Air, and iPad Pro, running on the latest iPadOS 17. On the other hand, CE manufacturers around the world, like Samsung and Huawei, entered the market with their own tablets. Yet, Apple has retained its leadership, shipping almost 49 million iPads in 2023. Samsung followed, accounting for around 20 percent of the market.