Samsung Electronics has unveiled the new Galaxy Tab S9 FE, a budget-friendly tablet, sparking industry interest in whether it can close the market share gap with Apple’s iPad.
According to industry sources on Dec. 26, Samsung Electronics plans to release the Galaxy Tab S9 FE and the Galaxy Tab S9 FE+ on Jan. 3. These models are the budget-friendly versions of the Galaxy Tab S9, which was officially launched last August.
The Galaxy Tab S9 FE features a 277-mm (10.9-inch) display, while the Galaxy Tab S9 FE+ boasts a 315-mm (12.4-inch) display. Both models are equipped with a maximum 90 Hz refresh rate auto-adjustment feature and a Vision Booster function that automatically adjusts brightness according to the surrounding environment, offering an immersive viewing experience.
For the first time in the series, both models support IP68 water and dust resistance, and the S Pen is also IP68 rated. The Galaxy Tab S9 FE comes with an 8000 mAh battery, and the Galaxy Tab S9 FE+ is equipped with a 10,090 mAh battery. Both models allow for storage expansion with micro SD cards of up to 1 terabyte.
The price of the Galaxy Tab S9 FE is 629,200 won (US$486) for the Wi-Fi model and 738,100 won for the 5G model. The 5G models are priced at 788,700 won and 897,600 won, respectively.
Industry observers note that Samsung Electronics has taken the initiative in the tablet market by releasing new products ahead of Apple's iPad. Apple's new iPad models are expected to be launched early next year.
Apple has not released any new iPad models this year. The iPad Air 5 was released in March of last year and the 10th generation iPad was unveiled in October, with no new models since.
The key question is how much Samsung’s new budget-friendly product can increase its tablet market share. Since introducing the first iPad in 2010, Apple has maintained its position as the undisputed leader in the tablet market. The upcoming iPad models, expected to be released early next year, are anticipated to feature OLED panels for the first time in the series, suggesting that Apple will also be fully committed to maintaining its market share. Apple’s budget-friendly iPad, the 10th generation model, starts at 679,000 won.
According to market research firm Canalys, Apple shipped 12.5 million iPads in the third quarter of this year, securing the top spot in market share with 38%. Samsung Electronics followed with 6.2 million units, holding the second place with a 19% market share. They were followed by Lenovo (8%), Huawei (5.7%), and Xiaomi (4.9%).