Mac Surge: How Microsoft's Windows 10 EOL May Be Boosting Apple's Market Share

Summary

In the final quarter of 2023, US Mac shipments experienced a significant growth of 25.9% year-on-year, outpacing all other PC manufacturers and boosting Apple’s share of the non-tablet computer market from 14.4% to 17.1%. This growth comes as Microsoft is set to end support for Windows 10 in October 2025, forcing businesses to replace millions of older PCs that cannot run Windows 11. Canalys suggests that this Windows refresh cycle provides an opportunity for Apple to attract both consumers and businesses looking to switch from PCs to Macs. Historically, manageability and compatibility issues have deterred large commercial customers from choosing Apple products, but these issues have been largely addressed by Apple. Additional factors contributing to the growth include more competitive pricing and a revamp of Apple’s channel partner program.

Key Points:

• Mac Shipments Growth: 25.9% year-on-year in Q4 2023, increasing Apple's market share from 14.4% to 17.1%.
• Competitor Performance: Acer saw 20% growth and Lenovo 11.8%, while HP (-3.6%) and Dell (-2.4%) saw declines.
• Microsoft’s Impact: End of support for Windows 10 in October 2025, forcing businesses to replace older PCs, many of which cannot run Windows 11.
• Apple’s Strategy: Addressing manageability and compatibility issues, competitive pricing, and revamping the channel partner program.