The approaching end-of-support deadline for Microsoft’s Windows 10 in October 2025 has set off one of the largest global PC replacement waves in recent years. As millions of users prepare for the transition, Apple is emerging as one of the biggest beneficiaries, with Mac sales seeing significant momentum amid the widespread operating system shift. With Microsoft discontinuing updates and security support for Windows 10, both businesses and individual users are racing to replace older devices to maintain system stability and protect against future security vulnerabilities. This urgent upgrade cycle has, in turn, led to a notable surge in demand for Apple’s Mac lineup, particularly in markets where enterprise adoption was previously dominated by Windows-based systems.
According to a Counterpoint Research report, nearly 40% of all PCs globally were still running Windows 10 earlier in 2025. The impending deadline has sparked a widespread push among users and organizations to modernize their hardware before the cutoff. While Microsoft continues to encourage migration to Windows 11 and promises a smoother upgrade path, many users—especially in the corporate sector—are exploring alternative ecosystems, including macOS. This shift has resulted in a meaningful gain for Apple, which is now positioning its MacBook lineup as a secure, high-performance, and long-term option for those moving away from older Windows machines.
The report further revealed that Apple recorded a 14.9% year-on-year growth in Mac shipments during the third quarter of 2025, marking one of its strongest performances in recent years. The surge was largely attributed to increased interest in new MacBook models powered by M-series chips and a steady rise in enterprise adoption. This growth has placed Apple among the top-performing brands in the global PC market, sitting just behind Lenovo and slightly ahead of Asus in overall shipment volume. The report noted that the Windows 10 sunset has acted like a countdown timer for PC buyers, prompting earlier-than-usual replacement decisions. Analysts predict that this replacement trend will continue well into 2026, sustaining momentum as both organizations and consumers move toward modern, AI-capable computing platforms.
Across the entire PC industry, the third quarter of 2025 saw an 8.1% year-on-year increase in shipments, driven primarily by the Windows 10 phase-out and shifting inventory strategies linked to US import tariffs. Key market players such as Lenovo, Apple, and Asus all recorded double-digit growth, further consolidating their dominance. The report highlights that the top five PC manufacturers now control nearly 75% of global shipments, leaving smaller brands struggling to retain market share. Lenovo maintained its leadership position with 17.4% annual growth, followed by Asus and HP with 14.1% and 10.3% growth respectively. Dell, however, experienced a 0.9% decline in shipments, reflecting challenges in sustaining momentum during the transition period.
Looking ahead, analysts expect the next phase of competition in the PC industry to center around artificial intelligence capabilities. Manufacturers are now emphasizing devices with dedicated neural processing units (NPUs) and integrated AI-enhanced features as they prepare for a new generation of computing. While AI hardware is not yet a primary purchase driver for most consumers, enterprise buyers are beginning to prioritize systems optimized for AI workloads. This evolving trend could further strengthen Apple’s position, given its deep integration of on-device intelligence through macOS and M-series silicon.
In summary, the end of Windows 10 support has not only reshaped the global PC market but also accelerated Apple’s ascent in both consumer and enterprise segments. With its growing ecosystem of AI-ready, power-efficient devices, Apple appears well-positioned to maintain its upward trajectory through 2026 and beyond, as the world transitions to a new era of intelligent computing.
