Mac market share outpacing top PC brands as AI capabilities become key differentiator

The PC market is experiencing significant shifts in market share and technological capabilities, with Apple’s Mac lineup showing strong growth against traditional PC manufacturers. AI capabilities are emerging as a key differentiator in the computer market, particularly with the integration of specialized AI processing chips.

Market Share Dynamics: Mac growth outpaced the top three PC manufacturers in Q4 2024, achieving a 10.2% share of the total PC market while maintaining its fourth-place position globally.

• Lenovo continues to lead the overall PC market with 25% share, followed by HP at 20% and Dell at 15%
• Apple’s growth trajectory is supported by strategic initiatives like the upcoming Apple Partner Network, which aims to strengthen its enterprise presence
• Smaller players like Asus (7%), Acer (6%), and Huawei (2%) maintain stable but modest market positions

AI Capability Leadership: Apple has established a commanding position in the AI-capable computer segment, which represents 17% of all PCs shipped in 2024.

• Apple holds a 45% share of AI-capable computers, significantly ahead of nearest competitors Lenovo and HP at 12% each
• AI capabilities, while not currently driving purchasing decisions, are expected to become increasingly important for personalized experiences and productivity
• The integration of AI-specific chips is emerging as a key technological differentiator in the market

Enterprise Strategy: Apple’s new Partner Network program represents a strategic push into the enterprise market, addressing historical barriers to adoption.

• The revamped program simplifies partner tiers and focuses on providing comprehensive enterprise services
• Mac compatibility and scalability concerns in enterprise environments are being directly addressed through the new initiative
• The timing aligns with a broader market opportunity as enterprises prepare for Windows 10 end-of-support transitions

Market Challenges: Despite positive growth indicators, the PC market faces potential headwinds from trade policies.

• A 10% tariff on Chinese imports by the Trump administration affects a significant portion of US laptop shipments
• The timing of these trade restrictions could impact the commercial refresh cycle driven by Windows 10’s end-of-support
• Consumer market outlook remains muted, adding additional pressure to market dynamics

Looking Ahead: While Apple’s current momentum in both traditional and AI-capable segments is strong, the interplay between enterprise adoption, AI capabilities, and trade policies will likely shape the competitive landscape through 2025 and beyond.