The global PC market is experiencing a strong recovery, with Apple leading the way among major manufacturers. According to the latest data from International Data Corporation (IDC), the traditional PC market saw a 3% year-over-year (YoY) growth in the second quarter of 2024, marking its second consecutive quarter of expansion after a prolonged decline.
The report indicates that global PC shipments reached 64.9 million units in Q2 2024, with Apple emerging as the top performer among leading brands. The tech giant based in Cupertino witnessed an impressive 20.8% increase in Mac shipments compared to the previous year, surpassing its competitors and solidifying its position in the global PC market.
This revival is a positive development for an industry that has faced challenges in recent times. The PC market had endured seven consecutive quarters of decline before this turnaround, making the current growth particularly significant. While the overall market benefited from favorable year-over-year comparisons, growth was uneven across different regions.
Notably, underperformance in China continued to hinder the market’s full potential. Excluding China, the global PC market exhibited even stronger growth, with shipments increasing by over 5% YoY. This discrepancy underscores the uneven nature of the recovery and the persistent challenges in specific key markets.
Apple’s exceptional performance can be attributed to various factors, including the increasing popularity of its M-series chips known for their power efficiency and performance. The company’s emphasis on integrating hardware and software ecosystems likely contributed to heightened consumer interest in Mac products.
While Apple led in terms of growth rate, other major manufacturers also saw positive trends. Lenovo maintained its leadership position with a 3.7% increase in shipments, capturing 22.7% of the market share. HP Inc. followed closely with a 21.1% market share and a 1.8% growth in shipments. Acer Group also performed well, experiencing a 13.7% increase in shipments.
Interestingly, Dell Technologies was the only top-five vendor to experience a decline, with a 2.4% decrease in shipments compared to Q2 2023. However, the company still retained a substantial 15.5% market share.
The stage is set for the AI PC revolution
Industry experts attribute the market’s recovery to factors such as a commercial refresh cycle and growing interest in AI-capable PCs. Ryan Reith, group vice president at IDC’s Worldwide Device Trackers, mentioned that despite challenges in the PC market due to maturity and economic conditions, two consecutive quarters of growth, the AI PC hype, and an ongoing commercial refresh cycle have injected new vitality into the mature market.
The excitement surrounding AI-enhanced PCs is anticipated to drive further growth in the upcoming months, with major industry players outlining their initial strategies for AI integration. While the commercial market is expected to see the most immediate benefits from AI in the PC industry, there is also anticipation for developments in the consumer segment.
According to IDC, all eyes are on Apple as a potential driver of the consumer AI narrative later this year with rumored product launches. However, the report highlights that other key players like Qualcomm, Intel, and AMD are likely to make significant contributions to both consumer and commercial AI PCs.
Beyond Apple and AI: What’s next in the global PC market?
Aside from the AI factor, the market has also seen promotional activities from consumer-focused brands and channels, as shared by Jitesh Ubrani, research manager at IDC’s Worldwide Mobile Device Trackers. He believes the industry has moved beyond the rock-bottom pricing resulting from excess inventory last year, leading to growth in average selling prices due to enhanced configurations and reduced discounts.
As the PC market continues its recovery, it faces a mix of opportunities and challenges. The ongoing commercial refresh cycle and the emerging AI PC segment present significant growth prospects. However, regional variations, especially the weakness in the Chinese market, remain a concern for overall market performance.
The industry will closely monitor how manufacturers capitalize on the AI trend and whether they can sustain the current growth momentum. Apple’s strong showing has set a high standard for competitors, potentially driving increased innovation and marketing efforts.
(Photo by Josip Margeta)
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