Apple has played a key role in the global PC market for years. Therefore, it's scrutinized all the more closely when sales figures don't move in line with the overall market. This was precisely the case at the end of 2025. While the global PC market recovered significantly and many manufacturers reported strong growth, Apple's Mac sales remained at the same level as the previous year in the fourth quarter.
The PC market was in a transitional phase in 2025. After a prolonged period of weakness, several external factors injected new momentum. Businesses and private buyers brought forward purchases, manufacturers increased their shipments, and competition intensified noticeably. In this environment, it became clear that while Apple experienced stable long-term growth, it did not automatically benefit in every market cycle in the short term.
The overall market is growing significantly
According to figures from International Data Corporation, global PC sales rose by 9.6 percent in the fourth quarter of 2025 compared to the previous year. A total of 76.4 million units were shipped. This exceeded the expectations of many analysts.
A key reason for this increase was that many manufacturers and customers brought forward their purchases. Anticipated supply bottlenecks and potential price increases for components led to orders being placed earlier than usual. The Christmas season further reinforced this already positive trend.
Apple's performance in the fourth quarter remained at the same level as the previous year
Apple sold approximately 7.1 million Macs worldwide in the fourth quarter of 2025. This figure was almost exactly the same as in the same period of the previous year. However, in a growing overall market, this represented a relative decline.
Apple's quarterly market share declined as other manufacturers saw significantly stronger growth. Although Apple maintained its absolute sales figures, this was not enough to keep pace with the market's dynamics.
Competitors with strong growth
In the global ranking, Apple took fourth place in the fourth quarter of 2025. Ahead of the company were Lenovo, HP, and Dell, all of which achieved double-digit growth rates.
Lenovo sold 19.3 million units, increasing its sales by 14.4 percent year-over-year. HP shipped 15.4 million devices, representing growth of 12.1 percent. Dell recorded the strongest growth among the three largest vendors, at 18.2 percent, reaching 11.7 million units shipped.
This development shows that large Windows PC manufacturers in particular have benefited greatly from the current market situation.
Reasons for the strong final sprint in 2025
IDC attributes the unexpectedly strong fourth quarter to several factors. A key factor was the end of support for Windows 10. Many companies used this time to upgrade their hardware and migrate to newer systems.
Added to this was uncertainty surrounding potential new tariffs at the beginning of the following year. Furthermore, concerns grew about a shortage of storage capacity. This combination led many suppliers to increase their inventories as early as the end of 2025. This further amplified the usual seasonal surge in demand during the Christmas season.
Apple's annual report shows solid growth
Looking at the year as a whole, the assessment for Apple is significantly more positive. IDC estimates that Apple will have shipped a total of 25.6 million Macs in 2025. In 2024, that figure was 23.0 million units. This represents a year-over-year increase of 11.1 percent.
This meant Apple grew faster than the overall PC market, which increased by 8.1 percent worldwide to a total of 284.7 million units in 2025. Apple's annual market share also rose slightly, from 8.7 percent in 2024 to 9.0 percent in 2025.
Difference between quarter and full year
Despite the positive annual results, a clear difference is evident between long-term and short-term trends. While Apple gained market share over the year as a whole, its share fell in the fourth quarter from 10.2 percent in 2024 to 9.3 percent in 2025.
This decline is not due to falling Mac sales, but rather to the significantly faster growth of the major Windows PC brands during the same period.
Apple is growing in the long term, but losing momentum in the short term
Apple concluded 2025 with a stable and overall strong performance in the PC market. While Mac sales stagnated in the fourth quarter, contrasting with robust market growth, this is offset by the positive year-end results. The company grew faster than the market overall for the year, but lost some momentum compared to its competitors in the short term. The figures demonstrate that Apple is well-positioned for the long term, even if individual quarters do not always reflect general market trends. (Image: Shutterstock / Gabo_Arts)
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