Computer sales surge as consumers upgrade their devices en masse
The PC market experienced a significant boost in the second quarter of 2025, with a 8.4% year-over-year increase in shipments – the highest annual growth since 2022. This surge was primarily influenced by the impending end of Windows 10 support, the early adoption of AI PCs, and specific commercial demands linked to tariffs.
Lenovo led the pack, capturing 25 percent of total quarterly shipments and achieving a 15 percent year-over-year growth. The company's dominance was closely followed by HP, which secured the second position with 20.9 percent of the market share, experiencing a 5 percent growth. Notably, Asus showed the most significant growth among major manufacturers, with an 18 percent increase in shipments, accounting for 6.8 percent of systems shipped during the quarter.
Dell held the third spot with 14.5 percent of the market, though it recorded a decline in shipments. Apple ranked fourth, holding 8.9 percent of the market and showing a 13 percent year-over-year growth, attributed to robust sales of its MacBook M4 series.
The growth in PC shipments was driven mainly by the commercial sector, as large enterprises and public organizations initiated upgrades of their Windows 10-based PC fleets. This trend was further fueled by the surge in adoption of Windows 11 as Microsoft prepares to cease support for Windows 10 in October 2025.
Another significant factor contributing to the market's improvement is the increasing demand for AI-capable PCs. Projections suggest that approximately half of all laptops shipped from 2026 onwards will be AI-enabled systems.
In response to geopolitical and logistical risks associated with concentrated manufacturing, a notable shift is occurring in PC manufacturing locations. Important manufacturing locations for PCs besides China include Taiwan, South Korea, and Mexico, as these countries have gained market shares and manufacturing significance. A shift towards Vietnam, India, and Mexico as key alternative locations is also becoming evident.
PC vendors, original design manufacturers (ODMs), and electronics manufacturing services (EMS) providers are actively diversifying their manufacturing capabilities to these countries to mitigate these risks. This broader effort reflects a commitment to reducing the reliance on a single manufacturing location and ensuring a more resilient and adaptable PC market in the future.
However, uncertainty surrounding tariffs is expected to result in weaker PC shipment figures in the latter half of 2025. As the market continues to evolve, it will be interesting to see how these factors shape the PC landscape in the coming years.
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