The global PC market is experiencing a notable uptick as the deadline for Windows 10 support approaches, with a significant surge in shipments observed this year. However, the North American region is facing unique challenges, including tariff impacts and economic uncertainties, which have tempered demand.
Market Dynamics and Regional Disparities
Microsoft’s announcement of October 14 as the end-of-life date for Windows 10 has catalyzed a wave of upgrades, particularly among users whose existing machines do not meet the hardware requirements for Windows 11. According to IDC, this transition has resulted in a 9.4 percent increase in global PC shipments during the third quarter of 2025 compared to the same period last year, culminating in total shipments of 75.8 million units.
However, the growth is not uniform across regions. The EMEA (Europe, the Middle East, and Africa) and Asia Pacific markets have both reported a robust 14 percent growth, while the Americas lag significantly behind with only a 1 percent increase.
Jean Philippe Bouchard, IDC’s research VP, commented on the contrasting regional performances, stating, “While the entire market is continuing on a very strong year, fueled by Windows 11 transition and the need to replace an ageing installed base, the results by regions are telling different stories. In particular, the North American market continues to be impacted by the US import tariffs shock and by macroeconomic uncertainties.”
IDC’s analysis focuses on PC shipments, which reflect the number of systems dispatched from manufacturers to resellers and distributors, rather than direct consumer purchases. This distinction is crucial as it highlights the ongoing inventory challenges faced by sales channels in the US. Earlier reports from The Register indicated that these channels are grappling with excess inventory, a consequence of proactive stocking in anticipation of tariff-related disruptions.
The first quarter of 2025 saw a spike in shipments as manufacturers aimed to clear out stock before the anticipated tariffs on Chinese imports took effect. In contrast, consumer spending has been cautious, with many opting to prioritize essential purchases over discretionary items like PC upgrades, particularly as tariffs have inflated prices across various categories.
Despite these challenges, the data suggests that PC sales in the US have not plummeted as dramatically as shipment statistics might indicate. Other factors, such as rising prices driven by vendors promoting AI-capable PCs, also play a role in shaping the market landscape.
As the deadline for Windows 11 approaches, IDC anticipates sustained demand for newer PCs equipped for the latest operating system, projecting growth to extend well into 2026. Currently, hundreds of millions of systems remain on Windows 10, underscoring the potential for continued upgrades.
In terms of market share, IDC’s figures reveal that Lenovo leads the pack in Q3, capturing just over 25 percent of units shipped. HP follows closely with just under 20 percent, while Dell holds approximately 13 percent. Apple and Asus round out the top five with 9 percent and 8 percent, respectively.
