With Microsoft set to end support for Windows 10 in October 2025, the global PC market is witnessing one of its biggest replacement waves in recent memory — and Apple is reaping the rewards.
According to new data from Counterpoint Research, nearly 40% of all PCs worldwide are still running Windows 10 ahead of the cutoff, prompting both consumers and enterprises to upgrade their machines early. The refresh cycle has lifted shipments across major brands, but Apple has emerged as one of the top gainers.
In the third quarter of 2025, global Mac shipments jumped 14.9% year-on-year, driven by the popularity of the latest MacBook models and a noticeable rise in enterprise adoption of Apple hardware. Lenovo remained the largest PC maker worldwide, posting a 17.4% annual growth rate, followed by Asus at 14.1%. HP also saw double-digit growth at 10.3%, while Dell was the only major brand to record a slight decline of 0.9%. Together, the top five vendors accounted for nearly 75% of global PC shipments during the quarter.
Counterpoint added that PC makers are increasingly promoting systems equipped with neural processing units (NPUs) and built-in AI features. While these upgrades have yet to become a major sales driver, enterprise clients are beginning to factor AI readiness into their procurement strategies to ensure devices remain relevant as AI workflows matur
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