Microsoft’s decision to conclude support for Windows 10 on October 14 marked the end of an era for one of the most widely embraced operating systems in the PC landscape, a reign that lasted nearly ten years. This transition comes approximately a year and a half after the launch of Copilot+ PCs, which aimed to enhance user experience through AI integration. While some manufacturers managed to boost their shipments in the third quarter of this year, Apple appears to be emerging as a significant beneficiary of this shift, signaling a notable pivot away from the Windows 10 legacy.
Market Dynamics and Shifts
According to insights from Counterpoint Research, Lenovo has emerged as the standout performer, with a remarkable 17.4% increase in unit shipments during Q3 2025. Meanwhile, Apple’s Mac shipments also experienced a robust growth of 14.9% year-over-year, contributing to a substantial uptick for the company. Other brands such as Asus and HP also reported positive trends, with increases of 14% and 10%, respectively. In contrast, Dell faced a slight decline, with shipments dipping by 0.9%, while the remaining PC makers collectively saw a 3% decrease in unit sales.
Despite these fluctuations, the overall PC market demonstrated resilience, expanding by 8.1% year-over-year. This growth can be attributed to a dual impetus: the necessity for hardware upgrades to ensure compatibility with Windows 11 and the strategic stocking of inventory in response to heightened import tariffs imposed during the Trump administration.
The AI PC Landscape
Interestingly, the anticipated surge of AI PCs has yet to materialize, even more than a year following their introduction. Consumers have shown a preference for traditional models that meet their specific requirements—such as increased RAM or larger storage—over those marketed primarily for their AI capabilities. Intel, responding to the rising demand for its Raptor Lake chips, is adjusting prices upward, reflecting the evolving market dynamics.
Looking ahead, Counterpoint predicts a rise in AI PC shipments across the industry by 2025, particularly with the upcoming launch of Qualcomm’s Snapdragon X2 Elite and Intel’s development of its Xe3 graphics architecture. David Naranjo, an associate at Counterpoint, emphasizes that the forthcoming rebound in the PC market will not solely focus on replacing outdated systems but will also be about preparing for future innovations. “Many enterprises are choosing AI-capable PCs to future-proof their fleets, even if they do not yet need those capabilities immediately. The next refresh cycle will be defined by intelligence at the edge, not just performance improvements,” he stated.
