On October 14, 2025, Microsoft officially concluded its decade-long support for Windows 10, marking the end of an era for the operating system. With this transition, users are now faced with the reality of no longer receiving critical security updates, prompting many to consider an upgrade to Windows 11. However, the anticipated migration has not unfolded as smoothly as Microsoft envisioned, with a significant portion of users still clinging to Windows 10.
According to a recent study by Counterpoint Research, approximately 50% of Windows users remained on the now obsolete OS even after the support cutoff. This reluctance to switch has led to an unexpected trend: a noticeable shift towards macOS, as users explore alternatives. Apple’s MacBook shipments surged by an impressive 14.9% in the third quarter of 2025 compared to the same period in 2024, a growth attributed to both appealing new models and increasing enterprise adoption.
As the demand for MacBooks rises, particularly among enterprise customers, the allure of Apple’s custom ARM-based silicon cannot be overlooked. The combination of performance and efficiency has drawn many users away from Windows PCs, especially at a time when the market is in flux.
Lenovo has gained the most from the end of Windows 10
The broader PC market has also experienced a notable uptick, with global shipments rising by 8.1% in Q3 2025, largely driven by the end of Windows 10. Counterpoint’s findings indicate that nearly 40% of PC users are still operating on Windows 10, although this figure is steadily declining as users make last-minute upgrades to modern systems.
The Windows 10 sunset has effectively acted as an industry-wide refresh timer, prompting both enterprises and consumers to replace aging systems ahead of the October deadline. With nearly 40% of the current PC installed base still on Windows 10, this replacement cycle is poised to be a major catalyst for PC market growth over the next few years.
Counterpoint Research
While Apple saw a 15% increase in MacBook shipments, it was Lenovo that emerged as the standout performer in the PC landscape, boasting a remarkable 17% increase in sales year over year. The company has been proactive in integrating AI into its offerings, and its leadership believes it is well-positioned to dominate the market moving forward. ASUS also reported a solid 14% gain in Q3, while HP experienced a 10% increase. In contrast, Dell faced a slight decline of 1%, which analysts attribute to more cautious enterprise purchasing decisions.
The AI PC boom is only beginning in 2025
Despite the shift towards Apple products, the future of Windows PCs remains promising. Counterpoint Senior Analyst Minsoo Kang suggests that the current growth trajectory is merely the beginning, fueled by the rise of AI in computing. The anticipated surge in AI PC shipments is expected to gain momentum post-2026, driven by advancements in Qualcomm’s Snapdragon X2 Elite silicon, Intel’s Panther Lake, and NVIDIA’s collaborative chips, all designed for Windows laptops.
As the landscape continues to evolve, the interplay between operating systems and hardware will shape the future of personal computing, offering users a range of choices that cater to their needs and preferences.
