End of Windows 10 support boosts Apple computer sales

The end of official support for Windows 10 in October 2025 has become a major catalyst for a surge in Apple computer sales. According to a report by the analytics firm Counterpoint Research, Apple’s device shipments jumped by 14.9% in the third quarter of this year compared to the same period in 2024. The findings were reported by Tom’s Hardware (TH).

Overall PC market dynamics

The global personal computer market as a whole grew by 8.1% year over year. The main factors behind this growth were the widespread need to upgrade hardware in preparation for the transition to Windows 11, as well as manufacturers’ active stockpiling ahead of potential new import tariffs.

• Growth leader: Lenovo — +17.4% in shipments
• Runner-up: Apple — +14.9%
• Other major players: Asus (+14%), HP (+10%)
• The only decline: Dell — −0.9%

An unexpected choice by users

Many owners of older PCs that do not meet the requirements for Windows 11 — particularly the lack of a TPM 2.0 module — chose not to purchase a new Windows-based device. Instead, they opted to switch to the macOS ecosystem, resulting in a significant influx of new customers for Apple.

The role of AI-powered computers

Despite major announcements over a year ago, AI PCs (computers with integrated artificial intelligence features) have not yet become a key driver of the market. Buyers still tend to prioritize traditional specifications such as larger memory capacity, bigger storage, and overall performance.

However, analysts at Counterpoint expect interest in AI PCs to spike in 2025, when new processors from Qualcomm and Intel are introduced, promising a substantial boost in built-in AI capabilities.