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.
Counterpoint Research’s new data shows that, ahead of the cutoff, nearly 40% of all personal computers worldwide are still running Windows 10, prompting both consumers and businesses to upgrade earlier. Major brands’ shipments have increased as a result of the refresh cycle, but Apple has emerged as one of the top gainers.
Due to the popularity of the most recent MacBook models and a noticeable rise in the adoption of Apple hardware by businesses, global Mac shipments increased 14.9% year-over-year in the third quarter of 2025. With an annual growth rate of 17.4%, Lenovo remained the world’s largest PC manufacturer, followed by Asus with a growth rate of 14.1%. Dell was the only major brand to experience a slight decline, falling by 0.9%, while HP also experienced double-digit growth at 10.3%.
During the quarter, the top five vendors shipped nearly 75% of all PCs worldwide. Counterpoint added that PC manufacturers are increasingly promoting systems with built-in AI features and neural processing units (NPUs). Enterprise customers are beginning to incorporate AI readiness into their procurement strategies to ensure that devices remain relevant as AI workflows mature, despite the fact that these upgrades have yet to become a major sales driver.