Apple performed significantly better than the rest of the PC market in the third quarter of 2025. According to new figures from Counterpoint Research, worldwide Mac shipments increased by 14.9 percent compared to the same quarter last year. This represents almost twice the growth rate of the overall market, which saw an overall increase of 8.1 percent. This growth comes at a time when the PC market is undergoing a period of flux due to several factors. In addition to the approaching end of Windows 10, strategic inventory adjustments and new tariff policies in the US are also providing momentum.
The PC market was characterized by restraint for a long time, but momentum is returning in the third quarter of 2025. A key trigger is the impending replacement of Windows 10. With Microsoft ending support for the operating system in the foreseeable future, many users and companies are replacing their older devices. According to Counterpoint Research, almost 40 percent of all installed PCs still run Windows 10—presenting enormous potential for new sales. Apple is benefiting disproportionately from this environment. The new MacBook models are enjoying high demand, and Macs are also becoming increasingly important in businesses.
Macs grow almost twice as fast as the market
The Counterpoint Research report shows that the overall PC market grew by 8.1 percent year-on-year in the third quarter. However, Apple grew by 14.9 percent during the same period, ranking it second among the largest PC manufacturers.
Lenovo leads the way with growth of 17 percent, followed by Apple and Asus, which grew by 14 percent. Dell was the only major brand to experience a decline, recording a 1 percent drop. The "Other" manufacturers group shrank by an average of 3 percent.
Counterpoint attributes Apple's success primarily to the popular new MacBook models. They impress with their performance, energy efficiency, and design. Another driver is the company's stronger presence in the corporate environment, where Apple is increasingly gaining market share with the macOS ecosystem.
The market is facing a new phase
Minsoo Kang, Senior Analyst at Counterpoint Research, assesses the current development:
While current growth is primarily driven by operating system migration, the industry is facing an even more profound transformation with the advent of AI-powered PCs. However, this next wave of growth has not yet been fully reflected in the figures for the third quarter of 2025.
This suggests that the current upswing could be just the beginning. Starting next year, so-called AI PCs are expected to further drive growth. These are devices that feature specialized AI chipsets and process tasks directly on the device rather than in the cloud. According to Counterpoint, major manufacturers—including Apple—will introduce new AI-capable processors that could transform the market in the long term.
Outlook for 2026 and beyond
Counterpoint Research expects the PC market to continue growing in the coming quarters, driven by the replacement of older devices and the increasing adoption of AI technologies. Apple is likely to play a key role in this development.
The company is investing heavily in its own chips and in integrating artificial intelligence into macOS. Every MacBook generation already features a Neural Engine, enabling machine learning directly on the device. This puts Apple well prepared for a significant increase in demand for AI-powered PCs in the coming year.
Apple's independence becomes a competitive advantage
In the third quarter of 2025, Apple demonstrated that targeted product development and technological independence pay off. With growth of nearly 15 percent, the company not only outperformed the market average but also strengthened its position in the premium segment. While many manufacturers are still heavily dependent on external factors such as the end of Windows 10, Apple scores points with a clear product strategy, innovative strength, and a growing presence in the business sector. If the trend toward AI-powered PCs continues, Apple could be one of the biggest winners in the next market phase. (Image: Apple)
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