Windows 10 Deadline Sparks Surge in Mac Sales as PC Market Shifts

The Windows 10 support cutoff is accelerating a massive global PC replacement wave. This transition is now significantly benefiting Apple. Mac sales are climbing as consumers and businesses evaluate their next computer purchase.According to data from Counterpoint Research, nearly 40% of all PCs were still on Windows 10 ahead of the October 2025 end-of-support date. This has triggered urgent fleet upgrades across commercial and consumer sectors, creating a rising tide that is lifting most major brands.

Apple Emerges as a Key Beneficiary in Renewal Cycle

Counterpoint’s latest report shows Apple’s global Mac shipments grew 14.9% year-over-year in the third quarter of 2025. This strong performance was fueled by new MacBook models and increasing enterprise adoption of Apple hardware. The growth indicates a strategic shift in corporate buying habits.Lenovo led the market with 17.4% annual growth. Asus followed with a 14.1% increase. HP saw a 10.3% rise, driven by its commercial segment. Dell was the lone major vendor to decline, with shipments falling 0.9%. The top five vendors now control almost three-quarters of the global PC market.

AI Features Begin Influencing Enterprise Procurement

PC makers are now heavily marketing systems with neural processing units and integrated AI capabilities. While not yet a primary driver for most consumers, these features are starting to shape enterprise decisions. Business buyers are factoring future AI workflows into their current purchasing plans.This strategic foresight aims to prevent another large-scale replacement cycle in the near term. Companies want to avoid retiring new devices just as AI-powered applications become mainstream. The market is clearly preparing for the next technological evolution.

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The ongoing PC refresh is reshaping the entire computer industry. The Windows 10 deadline has created a unique opportunity for Apple to gain market share. This trend underscores a significant shift in user preferences and corporate IT strategy.

Info at your fingertips

When does Windows 10 support officially end?

Microsoft will end support for Windows 10 in October 2025. After this date, the operating system will no longer receive security updates. This has created urgency for users to upgrade.

How much did Mac sales grow?

Apple’s Mac shipments grew 14.9% year-over-year in Q3 2025. This growth outpaced the overall PC market’s expansion. Counterpoint Research attributed the rise to new models and business demand.

Which PC brand grew the most?

Lenovo saw the highest growth at 17.4% year-over-year. Asus followed with 14.1% growth. HP and Apple also posted double-digit shipment increases during the same period.

Are AI features driving PC sales now?

AI capabilities are not yet a primary sales driver for most consumers. However, enterprise buyers are starting to include AI requirements in their procurement plans. This is a forward-looking strategy.

Why is Dell’s performance lagging?

Dell’s shipments declined 0.9% year-over-year. The company has faced challenges in the competitive commercial and consumer segments. Its performance contrasted with other major vendors.