MTS summed up the results of tablet sales in Russia for the third quarter of 2025. Analysts note that buyer interest is shifting towards models in the mid-price category.
The most leading growth occurred in devices costing from 10 to 15 thousand rubles: sales in this segment increased by 36% in units and by 32% in money compared to last year.
Now tablets in this category occupy 25% of the market, adding 6 percentage points. for a year – the Russians bought a quarter for 182 thousand devices worth more than 2 billion rubles. The segment rose to second place in popularity, overtaking models above 15 thousand. Budget tablets under 10 thousand rubles remain the leader, accounting for about 30% of all sales.
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In just nine months of 2025, more than 2 million tablets worth 39 billion rubles were sold in Russia. The increase in shine in the 10-15 thousand ruble segment is associated with preparations for the school year and the activity of buyers at the beginning of autumn. At the same time, some of the devices come from leading brands that produce precisely in this price context.
— commercial director of the MTS retail network Alexey Pomozov
Top sellers by brand:
- Xiaomi: 16% in pieces
- HUAWEI: 14%
- Samsung: 13%
In monetary terms, the first place is traditionally occupied by Apple (17%).
The most popular models of the quarter:
- Xiaomi Pad SE 11
- Samsung Galaxy Tab A9 Plus
- iPad 11 (2025)
TOP 5 tablet brands in pieces for the 3rd quarter of 2024
1. Xiaomi: 17%
2. HUAWEI: 16%
3. Samsung: 10%
4. Apple: 7%
5. Little-known Chinese brands: 6%
TOP 5 tablet brands in pieces for the 3rd quarter of 2025
1. Xiaomi: 16%
2. HUAWEI: 14%
3. Samsung: 13%
4. Little-known Chinese brands: 12%
5. Apple: 6%
TOP 5 tablet brands in money for the 3rd quarter of 2024
1. Apple: 21%
2. Xiaomi: 19%
3. HUAWEI: 16%
4. Samsung: 14%
5. Little-known Chinese brands: 2%
TOP 5 tablet brands in money for the 3rd quarter of 2025
1. Apple: 17%
2. HUAWEI and Xiaomi: 17% each
3. Samsung – 16%
4. Little-known Chinese brands: 4%
5. LENOVO: 2%
In total, 722 thousand tablets worth 13 billion rubles were sold in Russia in the third quarter. The average price of a device decreased by 14%, to 18 thousand rubles.
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Source: Iphones RU
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