Mac sales grew at twice the rate of PC sales, though Apple is still not the PC market leader.

Macs have been selling better than most PCs, but Lenovo is still the market leader.

According to a Counterpoint Research report, PC shipment growth has been primarily influenced by the approaching end-of-life for Windows 10 and inventory changes related to US tariffs. The report suggests the industry's future will be shaped by AI PCs.

While operating system migration is currently fueling growth, the rise of AI PCs is expected to bring considerable change. However, this forthcoming growth was not yet apparent in the Q3 2025 figures, according to Minsoo Kang, Senior Analyst at Counterpoint Research, in October 2025.

AI PCs are anticipated to drive growth from next year, with full effects felt after 2026. Counterpoint believes this "AI PC boom" could elevate the PC market.

Kang also noted that strong products boost sales, referencing Apple's success with the iPhone 17 and Samsung's with the Galaxy Z Fold 7. Apple's Mac sales are strong due to its product lineup. Lenovo leads due to its broader range, but Apple may not be aiming for that position.