Apple’s Q4 2025 Shipments Steady Amidst 10% PC Market Growth
In the final quarter of 2025, the global personal computer (PC) market experienced a notable resurgence, with shipments increasing by 9.6% year-over-year, totaling 76.4 million units. This growth was primarily driven by the Europe, Middle East, and Africa (EMEA) region, which saw a 14% increase, followed by the Asia-Pacific region at 12%, and the Americas at 4%. The EMEA’s leading performance marked its first since the third quarter of 2024, while the Americas continued to lag behind other regions for the third consecutive quarter.
Despite the overall market expansion, Apple Inc.’s shipments remained unchanged at 7.1 million units during Q4 2025, mirroring its performance from the same period in 2024. Consequently, Apple’s market share declined from 10.2% to 9.3%, as competitors capitalized on the growing demand.
Throughout 2025, the PC market demonstrated an 8.1% increase in shipments. Apple outperformed the market average, achieving an 11.1% growth rate and shipping a total of 25.6 million units. This performance, while commendable, still trailed behind industry leaders Lenovo and ASUS, which reported growth rates of 14.5% and 13.4%, respectively.
Several factors contributed to the market’s growth during this period. The impending end of support for Windows 10 prompted many consumers and businesses to upgrade their systems, leading to increased demand. Additionally, concerns over potential tariffs earlier in the year spurred buyers to secure inventory ahead of anticipated price hikes. Memory shortages also played a significant role, as buyers and brands sought to stockpile inventory in anticipation of further price increases in 2026.
Looking ahead, industry analysts predict a volatile year for the PC market in 2026. The evolving memory situation is expected to exert pressure on system prices, with some manufacturers already announcing price adjustments. There is also the possibility of average PC memory specifications being lowered to conserve existing inventory. These factors suggest that the PC market landscape could undergo significant changes over the next 12 months.
