Anyone thinking of buying a new tablet will almost certainly begin their search at the Apple Store. The iPad remains the most popular tablet on the planet, and the recent upgrades to the entry-level model and the more  premium M3-powered iPad Air have made things look and feel even more attractive.

Despite Apple's dominance, other tech firms aren't standing still and Samsung is now back with its own eye-catching update.

The new Galaxy Tab S10 FE (Fan Edition) has just gone on sale and having put it to the test there's no question that this is a top-rated tablet.

In fact, it really is surprisingly good and here are five reasons you might want to consider buying one over Apple's tablet.

Apple has one of the best reputations in the business when it comes to the design and quality of its products. If you pick up an iPad, you instantly know you've purchased a premium tablet, but that's no different when lifting the Tab S10 FE out of the box.

This new Android-powered gadget is thin and light with a striking metal finish. At a quick glance, it actually looks pretty similar to Apple's premium iPad Pro - a tablet that costs twice as much.

Our only gripe is the placement of the power button (which also includes the fingerprint scanner) as it's stupidly hard to reach no matter what orientation you hold the Tab.

Other than that, this Samsung device looks and feels very much like it's come straight out of Apple’s Cupertino design studio in California.

The only thing you do get when buying an iPad is more colours to choose from.

We tested the smaller 10.9-inch Tab S10 FE (there's also a 13.1-inch Tab S10 FE+ version), and the display is truly excellent.

Content looks bright, crisp, and packed full of colour. Place the Tab and new iPad Air side-by-side, and there's very little between them. Apple's tablet offers a more realistic viewing experience, while Samsung ramps things up to 11 with punchy visuals and saturated colours. We'd be very happy with either tablet on our lap and they are perfect for a boxset binge.

However, one feature you won't find on Apple's mid-range tablets is a fast refresh rate. The iPad Air only offers 60Hz (you have to go Pro to get that silky-smooth 120Hz technology), which is really noticeable when scrolling through websites or whizzing around apps..

Samsung has gone for something in between with the Tab S10 FE, featuring a 90Hz panel. Clearly it can't match the iPad Pro, but it does feel more fluid than the iPad Air - that's a device that costs £100 more.

Another feature we like about the Tab S10 FE is its very good battery life. This device will easily last a long-haul flight and beyond. During our extensive tests, Samsung beat Apple when it comes to needing to find a plug. Both last for hours on end, but the Tab S10's screen definitely keeps glowing for longer

Budding artists and those who make endless notes on their tablets will be pleased to hear that the Tab S10 FE is compatible with a digital stylus. However, unlike Apple's iPad, Samsung supplies a pen in the box at no extra cost. Admittedly, it's nowhere near as advanced as accessories such as £129 Apple Pencil Pro, but it works perfectly well for the odd time you want to jot something down or doodle on the display.

It even snaps to the top or back of the Tab S10 FE to help avoid losing it.

Anyone who likes browsing in the bath or watching a Netflix boxset by the pool might want to consider the Tab S10 FE. Samsung has made this tablet IP68-rated for water and dust resistance. That means it will survive being fully submerged in the wet stuff.

The iPad will cope with a splash of rain but it's definitely not a good idea to drop it in the bath - unless you want an expensive trip to the Apple Store.

If you were hoping that the Galaxy Tab S10 FE was going to be a bargain, there’s bad news. This is not a cheap device. It will set you back at least £499 and can end up costing over £649 if you opt for the bigger screen.

However, that price does make it £100 less than the iPad Air and Samsung is currently throwing in a free Keyboard Cover as well. This is worth £139 and turns the tablet into a mini laptop.

Giving away freebies is definitely not a bonus extra you’ll ever get from Apple.

Just be warned, the free keyboard offer ends this week

The iPad still reigns supreme thanks to its striking looks, great operating system, premium build and excellent battery. It’s also still the best option for those fully invested in Apple’s ecosystem. Quite simply, if you own an iPhone, Apple Watch and AirPods, you are probably best buying an iPad.

The fact that the latest Air is now powered by the M3 processor also means this mini machine is as mighty as some laptops.

You can’t go wrong if you buy one of these devices from Apple, but don’t discount Samsung if you want a tablet that’s packed with features at a more reasonable price.

The Galaxy Tab S10 FE is a great example of what else is on the market, and this gadget has loads going for it. In fact, in some areas - such as screen, battery life, water resistance and free accessories - it actually beats the iPad hands down.

So yes, the iPad is still top dog for Apple fans, but Samsung is nipping at its heels.