**Apple’s Performance in the 2025 PC Market: A Comprehensive Assessment**
As per IDC’s initial report, the PC market saw a remarkable increase of 9.6% year-over-year during the holiday quarter of 2025, with a total of 76.4 million units being shipped. This expansion was especially evident in the Europe, Middle East, and Africa (EMEA) region, which recorded a 14% rise, closely followed by the Asia-Pacific (AP) region at 12%, and the Americas at 4%. Notably, this was the first quarter since Q3 2024 in which EMEA led the growth, while the Americas continued to trail.
The report connects the impressive shipment numbers to memory shortages, which compelled purchasers and brands to acquire inventory in anticipation of price hikes in 2026. Jitesh Ubrani, a research manager at IDC, pointed out that larger consumer electronics companies are better positioned to optimize their scale and memory allocations, thereby potentially seizing market shares from smaller competitors. Nevertheless, the severity of the memory scarcity poses challenges for smaller brands, which may find it difficult to endure, while consumers might postpone purchases or redirect their spending towards alternative devices.
For Apple, the company dispatched 7.1 million units in the last quarter, sustaining the same shipment volume as in Q4 2024. Despite this consistency, Apple’s market share decreased from 10.2% to 9.3%, indicating the broader market’s growth. Conversely, IDC’s full-year statistics for 2025 showed that Apple surpassed the overall market performance, achieving an 11.1% growth with 25.6 million units shipped, although it still fell behind Lenovo and ASUS, which posted growth rates of 14.5% and 13.4%, respectively.
The demand increase for the year was impacted by the conclusion of Windows 10 support and early-year tariff concerns. Looking forward to 2026, Jean Philippe Bouchard, IDC’s research vice-president, expects significant shifts in the PC market due to the changing memory landscape. He indicated that manufacturers might reduce PC memory specifications to control inventory, forecasting a turbulent year ahead for the sector.
In conclusion, while Apple sustained stable shipments in the holiday quarter of 2025, it managed to exceed the overall market growth for the year. The continuing memory shortages and shifting market dynamics are likely to influence the future scenario of the PC industry.