Microsoft’s looming Windows 10 end-of-support deadline is driving global PC shipments, which grew 8.1% year-over-year in Q3 2025, according to Counterpoint Research. Apple is benefiting greatly from the buying spree, as its Mac shipments grew nearly 15% year-over-year.
Counterpoint Research last week reported that nearly 40% of the installed PC base around the globe is still running Windows 10. At the nd of October, Microsoft will stop offering support for the platform. This has spurred sales growth of PC across both the consumer and commercial markets. Shipments of large brands has grown, particularly Mac shipments. Counterpoint notes that global Mac shipments grew 14.9% year-over-year during the third quarter of 2025, seeing increased demand for new MacBook models and spurring enterprise adoption of Apple hardware.
Lenovo remains the top PC vendor, with the highest annual growth at 17.4% year-over-year. Asus saw 14.1% year-over-year growth. HP followed with a 10.3% increase, Thanks to its commercial penetration. Meanwhile, Dell shipments actually slid 0.9% year-over-year.
Counterpoint noted that the top five vendors combined accounted for nearly three-quarters of the global PC market shipments in the period, while smaller PC makers were either flat or down.
Senior Analyst Minsoo Kang noted, “While the current growth is primarily driven by OS migration, the industry is poised for an even more profound transformation with the rise of the AI PC. However, this next wave of growth has not yet fully materialized in the Q3 2025 numbers.”
Counterpoint said that while PC makers have begun marketing systems that include neural processing units and integrated AI features, those features have not yet converted into a primary sales driver at scale. However, enterprise buyers are beginning to consider AI capabilities into forward procurement, to avoid the need to retire devices before emerging AI workflows arrive.
Associate Director David Naranjo said, “The PC market’s rebound in 2025 is not just about replacing outdated systems, it is about preparing for what is next. 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.”
A significant ramp-up in AI-PC shipments is expected to accelerate after 2026, once a new generation of chips and platforms hits the market.
