Last year, Apple enhanced its MacBook Pro range with the introduction of the M4 series chips. This strategic upgrade has played a pivotal role in boosting the company’s market share significantly. Additionally, Apple launched its innovative Apple Intelligence feature, available across iPhone, iPad, and Mac devices, further contributing to its market performance observed in the final quarter of 2024.
Apple’s Mac Market Share Outpaces Leading Competitors
According to a recent report by Canalys, Apple’s Mac market share has surged at a rate that surpasses its main competitors in the Windows ecosystem during the same period. Currently, Apple holds the fourth position in the overall PC market, standing just 10 percent behind industry giants Lenovo, HP, and Dell. Notably, it experienced the most substantial growth in Q4 2024 and is poised for further expansion, particularly within the enterprise sector.
“Apple finished strong in Q4 2024, significantly outgrowing the top three vendors and achieving a 10.2% market share in the total PC market and 45% share in the AI-capable PC market, ” noted Canalys analyst Jessop.“Apple’s channel strategy continues to evolve as they announced the Apple Partner Network, launching later this year. This revamped program simplifies partner tiers and aims to take a share in the Enterprise segment while providing the necessary services to handle customers. The program highlights Mac’s compatibility and scalability within the Enterprise environment, concerns which have previously kept them out of the segment.”
- Lenovo – 25 percent
- HP – 20 percent
- Dell – 15 percent
- Apple – 10 percent
- Asus – 7 percent
- Acer – 6 percent
- Huawei – 2 percent
- Microsoft – 0.4 percent
- Others – 15 percent
Apple’s growth in market share underscores the effectiveness of its recent hardware upgrades and the rollout of the Apple Intelligence features, which are steering the company toward a more prominent position in the tech landscape. In addition to its traditional market, Apple is dominating the AI-capable PC segment, boasting an impressive 45 percent market share compared to the 15 percent held by its nearest rival.
In the entirety of 2024, AI-capable PCs accounted for 17% of total shipments, with Apple leading the way at a 54% share, followed closely by Lenovo and HP at 12% each.
While there appears to be a discrepancy in Canalys’ figures—with 54 percent mentioned in a statement but 45 percent represented in a graph—it is evident that AI capabilities are anticipated to expand further in importance across the tech industry.
“Although AI capabilities are not currently a primary purchasing driver, enhanced AI processor performance will increasingly deliver personalized experiences and productivity improvements. This trend could strengthen brand loyalty and significantly influence consumer decisions for future upgrades, ” added Canalys.
Furthermore, Canalys highlights that the overall PC market is thriving, driven by enterprise customers eager to replace outdated machines with modern models equipped with Windows 11, especially following Microsoft’s discontinuation of support for Windows 10. We will continue to share insights regarding Apple’s market share in the near future as additional data becomes available.
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