Global notebook shipments took a sharp breather in July 2025 after a strong second quarter, with combined volumes for the top five brands (excluding Apple) dropping 28% month over month. Even so, shipments were still up around 14% compared with July last year, according to an industry survey of leading brands and top ODMs. Detachable models were not included in the tally.
Key takeaways
– July shipments for the global top five notebook brands fell 28% from June but rose about 14% year over year.
– Education demand softened in the off-season, pulling down Chromebook and other school-focused models compared with June.
– Elevated inventories built up in Q2 created a tougher month-over-month comparison.
– Dell was the standout, growing roughly 6% month over month—the only top-five brand to post gains—thanks to steadier enterprise demand and a push to hit fiscal-year shipment targets.
What’s behind the pullback
After an aggressive ramp in the second quarter, many vendors entered July with higher channel inventories, naturally slowing replenishment. The education market also entered a quieter period, dampening orders for Chromebooks and other value-focused notebooks that had helped buoy volumes earlier in the year. Together, these factors produced an outsized month-over-month dip, even as underlying demand remained healthier than a year ago.
Who held up best
Among the top five brands, Dell delivered the strongest performance. Its concentration in the enterprise segment—where refresh cycles and procurement plans tend to be more predictable—helped offset softness elsewhere. Additional shipment push in July aimed at meeting internal fiscal targets further lifted its results, making it the only brand in the leading group to grow from June.
What to watch next
– Seasonality: Back-to-school spending typically picks up in late summer, which could help stabilize shipments after July’s pause.
– Inventory normalization: As channels work through Q2 builds, vendors may calibrate production and shipments more cautiously.
– Segment mix: Enterprise-focused models continue to show relative resilience versus education-driven devices.
Bottom line
July’s 28% month-over-month slide looks more like a post-rally cooldown than a demand collapse. With shipments still up year over year and enterprise demand holding, the global notebook market appears set for a steadier run as seasonal buying returns and inventories find a better balance.
