Apple has regained momentum in the global computer market and achieved above-average performance in the third quarter of 2025. According to data published by Counterpoint ResearchMac shipments increased by 14.9% compared to the same period last year, outpacing the overall PC market growth of 8.1%. This increase places Apple very close lenovothe current market leader, and slightly ahead of ASUSconsolidating its position as one of the main players in the industry.
Mac sales growth is largely attributed to the success of recent MacBook models (like the recently released MacBook Pro 14″ M5) and the growing corporate adoption of Apple computers. Furthermore, the end of Windows 10 support and strategic inventory adjustments Driven by new US import policies have played a key role in boosting Apple’s performance.
In the brand ranking, Lenovo maintained its leadership with a 17% increase in shipments, followed by Apple’s strong 14.9% increase and ASUS’s 14% growth. DellHowever, he experienced a 1% decreaseand the collective “Other” category fell 3%. These results highlight a broader view PC market recoverywhich had slowed after the pandemic-driven surge in demand.
The report highlights that consumers and companies are increasingly looking for energy efficient laptops with seamless hardware-software integrationareas where Apple has shown a competitive advantage. the company M series processors It will continue to attract professionals and businesses seeking performance and energy efficiency, reinforcing the appeal of Macs in both the personal and business segments.
Looking ahead, Counterpoint Research predicts that the next significant phase of growth will arise from increased AI-powered PC. These systems are expected to become widespread from 2026will have new AI-focused chipsets capable of handling advanced machine learning tasks right on the device. Major manufacturers, including Apple, Lenovo and ASUS, are already positioning themselves to lead this next change.
As the industry transitions to smart computingCompetition is expected to intensify, with brands vying to integrate artificial intelligence capabilities that improve user experience and productivity.
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