In the third quarter of 2024, the global PC market experienced a slight dip in shipments compared to the same period in 2023, with a decrease of 2.4%. Apple was the most impacted, seeing a significant decline in its shipments. However, this situation seems to be a temporary setback as demand for AI-driven hardware is on the rise, poised to rejuvenate the market.
According to the latest figures from the International Data Corporation (IDC), global PC shipments fell to 68.8 million units in Q3 2024, down from 70.5 million in Q3 2023. Major brands like Lenovo, HP, and Dell managed to retain their market presence, with Dell slightly dropping its share by 4% to fall below the 10% mark. Apple, however, faced a substantial decrease of 24.2%, reducing shipments from 7 million to 5.3 million units.
On a brighter note, ASUS emerged as a strong performer, boasting the highest growth of 10% in market share and shipping an additional 500,000 units in the third quarter compared to last year. The overall decline in shipments is anticipated to be a short-lived phenomenon, as the appetite for AI-enabled PCs is projected to fuel a surge in forthcoming months.
Already, there has been a doubling of AI PC shipments from the first to the second quarter of 2024. Expectations are high for further growth, particularly with products like the Microsoft Copilot+ AI laptops set to captivate the market. Experts like Jitesh Ubrani from IDC suggest that as AI technology permeates the industry, it will invigorate the premium segment, thanks to innovations from Qualcomm, Intel, AMD, and Apple’s upcoming M4-based Macs.
Linn Huang, IDC’s VP of Devices and Displays, believes the journey towards widespread AI adoption will unfold gradually, extending into 2026. Japan is currently leading in increased PC shipments, with other regions expected to follow suit in upcoming quarters.
While the demand is primarily focused on entry-level devices due to economic recovery and the back-to-school rush in North America, there’s a clear upward trend in commercial demand. This is especially pertinent as manufacturers gear up for the impending end-of-life for Windows 10, preparing to meet new consumer and business needs with cutting-edge innovations.
