As the countdown to the end of support for Windows 10 approaches, hardware sales are witnessing a notable surge across both commercial and consumer markets. Recent analyst reports underscore this trend, highlighting the impact of the impending October 14 deadline on purchasing behavior.
Market analysis from Context reveals a significant uptick in the European consumer PC market during the third quarter. The convergence of the end of life support and a burgeoning demand for AI-capable devices has catalyzed this growth. James Bates, a retail analyst at Context, remarks, “This strong performance is being driven by a clear combination of two factors: the urgent need to upgrade before the Windows 10 end of support deadline in late October, and the compelling experience offered by new AI-enabled devices.”
The data indicates a robust expansion in both laptop and desktop categories, with a majority of the devices sold being equipped with AI capabilities. Bates further elaborates, “The Windows 10 end of support is the immediate catalyst for the current boom, but the tangible benefits and new experiences delivered by CoPilot are what cement the AI PC as the consumer’s preferred future-ready investment.”
State of the market
The theme of PC refreshment was prevalent at the Canalys Channel Forum, where executives from Microsoft and Dell shared insights on the current market dynamics. Both companies view the end of life support and the rise of AI devices as pivotal opportunities for channel partners to enhance sales.
Bart van der Knapp, general manager for enterprise and EMEA channel at Microsoft, emphasized, “That’s a great opportunity for our partners to also lead our customers through to a more secure environment in the world that we live in today, and the best way to do that is to refresh the device.”
Adrian McDonald, president for EMEA at Dell Technologies, echoed this sentiment, noting that a significant portion of their PC sales is channeled through partners. He stated, “Everything PC-related … is incredibly critical to us. Going forward, you’ll see us doubling down on that in the weeks, months and years to come – the role of the partner is our go to market in that space.”
Despite the extended period leading up to the end of support for Windows 10, many customers have yet to transition away from the operating system, presenting an ongoing opportunity for the channel to educate these users. Kelly Candler, modern workplace global offering lead at DXC Technology, highlighted the stakes involved: “The end of support for Windows 10 is a critical moment for organisations, especially those with thousands of devices. There is a lot at stake if these businesses fail to upgrade to Windows 11, from heightened cyber vulnerabilities, compliance gaps to productivity disruption for the workforce.”
Candler advocates for a broader perspective during this upgrade moment, suggesting that partners should facilitate discussions that extend beyond mere operating system transitions. “At a pivotal time like this, businesses should not only focus on upgrading their operating systems, but also transformation that will ensure long-term security, compliance and agility,” she advised. “When businesses align technology upgrades and business goals, it creates a future-ready digital workplace that thrives off innovation, enhances user experience and maintains regulatory compliance.”
