As Windows 10 is about to end support, the global PC market has ushered in the largest wave of device updates in recent years. Apple has become one of the main beneficiaries of this rotation cycle, and Mac product shipments have significantly accelerated growth.
Market research firm Counterpoint Research disclosed this week that about 40% of the world's PCs are still running Windows 10 before the October 2025 deadline. This pressure has prompted a large number of commercial and consumer channels to update equipment in advance. As a result, shipments of major brands have generally increased, and Mac is one of the strongest performing brands. Data shows that Apple's global Mac shipments increased by 14.9% year-on-year in the third quarter of 2025, benefiting from market demand for new MacBook models and the increasing trend of enterprise users adopting Apple hardware.
Among major PC manufacturers, Lenovo still ranks first in the world and ranks first in growth with a year-on-year growth rate of 17.4%. ASUS achieved year-over-year growth of 14.1%. HP achieved a 10.3% increase in commercial market penetration. Dell's shipments fell 0.9% year-on-year. Counterpoint pointed out that in the third quarter of 2025, the global PC market share was mainly controlled by the top five manufacturers, with their total share close to three-quarters, while the performance of other small brands was flat or declining.
At the same time, Counterpoint mentioned that computer manufacturers have begun to focus on systems equipped with neural processing units and integrated AI functions. Although this feature has not yet become a key factor in widely driving sales, enterprise purchasers are gradually incorporating AI capability requirements into future procurement standards so that equipment can support the emerging AI workflows to come without early obsolescence.