Apple is capturing a notable share of the global personal computer market as the impending end of support for Windows 10 triggers a widespread upgrade cycle across businesses and consumers. This shift comes amidst significant movement among major PC vendors ahead of the October 2025 deadline.
Global Mac sales by Apple surged 14.9% year-on-year in the third quarter of 2025, according to a report by Counterpoint Research. The growth was fueled by strong demand for new MacBook models and increasing adoption of Apple hardware within the corporate sector.
The research firm highlighted that nearly 40% of the world’s installed PC base was still running Windows 10 before the support cutoff. This situation is driving what is being called the largest coordinated PC replacement cycle in years.
While Apple made significant gains, Lenovo maintained its position as the market leader. The Chinese manufacturer saw an impressive 17.4% increase in sales during the third quarter of 2025.
HP solidified its second place in the market, reporting a 10.3% rise in sales. This growth was largely attributed to its stronger penetration in the commercial segment.
Asus recorded the most explosive quarterly growth among major players, with sales climbing 22.5%. Dell, meanwhile, experienced a slight dip, with sales falling 0.9% year-on-year.
The top five vendors collectively controlled nearly three-quarters of the global PC market during the period. Smaller brands generally saw their performance remain stable or decline.
Looking ahead, PC manufacturers have begun promoting systems equipped with neural processing units (NPUs) and integrated artificial intelligence (AI) features. While these capabilities are not yet a primary sales driver on a large scale, companies are starting to incorporate AI requirements into their future acquisition plans. This proactive approach aims to prevent devices from becoming obsolete before new AI-driven workflows become standard.