One more unexpected side effect was observed: End of Windows 10 causes Mac sales to soar. The information was shared in a recent report from Counterpoint Research.
Yes, you didn’t get it wrong: The end of support for Windows 10 is generating a computer replacement cycle across the industry, with Apple emerging as one of the big beneficiaries — in other words, a lot of people are doing well in this, except Microsoft.
Microsoft’s mass operating system migration is accelerating Mac shipments at an unexpected pace.
Research shows that almost 40% of all personal computers still in use around the world worked with Windows 10 just before the support deadline, set for this month.
This situation triggered aearly renewal of equipment both in the corporate sector how much between common consumerscreating a significant market opportunity.
Check out the data obtained via the prestigious international website:
| Indicator | Percentage | Context |
|---|---|---|
| Mac Shipment Growth (Q3 2025) | 14,9% | Annual increase in Mac sales, driven by the replacement of Windows 10. |
| PCs that are still on Windows 10 | 40% | Slice of the global installed base that needs to be renewed before end of support. |
| Growth of the global PC market | 8,1% | Annual market expansion in the 3rd quarter of 2025, driven by the replacement cycle. |
| Participation of the 5 biggest brands | ~75% | Nearly three-quarters of the market is controlled by major companies, including Apple. |
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Apple’s massive growth in the PC market
Analyzing the numbers above, the Apple numbers stand out. As mentioned previously, the Counterpoint Research reported that global Mac shipments saw a 14.9% growth in the third quarter of 2025compared to the same period of the previous year.
This performance places the big apple among the manufacturers that grew the most during this renewal cycle.
Two factors main pillars that support this success: strong demand for new MacBook models and a growing adoption of Apple hardware by companies.
While organizations and users seek replace your Windows 10 devices will be out of support, Apple computers are an attractive option.
Apple’s competitive landscape and leadership
Or PC market as a whole experienced an expansion of 8.1% in the same quarter, driven mainly by the replacement of Windows 10.
The end of Windows 10 is driving several alternatives, such as the adoption of Windows 7 or the Apple ecosystem, but increasing the popularity of Windows 11, which is Microsoft’s intention, remains low.
Among the main competitorsa Lenovo remained the world’s largest supplier, recording the group’s highest annual growth, from 17,4%. A HPsecondly, had a increase of 10.3% in your shipments.
However, in closing, we highlight that the Apple’s growth surpassed that of other major brands. THE ASUS also presented a solid performance, with growth of 14.1% in the annual comparison.
In turn, the Dell had a slight decline of 0.9% in the same period. Together, these top five companies control almost 75% of the global PC marketa sign of consolidation at the top of the sector.
Context for the future of the computer market
According to senior analyst Minsoo Kangyes Counterpointthe current growth is mainly due to the migration of old Microsoft operating system.
A industryhowever, is preparing for a deeper transformation with the rise of PCs with artificial intelligence (AI).
Associate director David Naranjo adds that the market recovery in 2025 is not limited to replacing old systems.
He notes that many companies are opting for AI-capable PCs to prepare your fleets for the future, even if they don’t need these features immediately. THE next renewal cycle will be driven by intelligence built directly into devices.
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End of Windows 10 causes Mac sales to soar; understand
While manufacturers are already starting to promote AI-accelerated modelsthese features have not yet become a primary sales driver for the general market.
Buyers continue to prioritize fundamental updatessuch as compatibility with the new operating system, performance and battery life.
The acquisition of PCs com IA Currently, it acts as a form of preparation for the technological advances that are to come, but which have not yet been consolidated.
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Sources: Counterpoint Research | MacRumors
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Source: https://www.adrenaline.com.br/microsoft/windows/fim-do-windows-10-faz-vendas-de-macs-dispararem/
