There’s plenty of buzz surrounding the imminent release of M4 Macs. But could this impending launch be a factor behind the notable decline in Mac sales observed in the previous quarter? A report from Canalys suggests a concerning 17.5% decrease in global Mac sales year-over-year during the last quarter.
This downturn in Mac sales stands out in the broader context of PC sales, which overall saw a modest annual increase of 1.3% compared to last year. Analysts anticipate that this growth trend will continue as the holiday season approaches.
According to Canalys’ figures, Mac sales fell to 5.1 million units sold in the third quarter of 2024, down from 6.2 million units in the same period last year. This decline translates to a 1.8% dip in overall PC market share, resulting in Apple slipping from the fourth to the fifth position among leading PC brands, now just behind Asus.
However, it’s important to frame these statistics within the context of the competitive landscape. Apple does not play in every market segment where competitors have a significant presence, especially in enterprise and gaming areas. Ishan Dutt, the principal analyst at Canalys, attributes the increase in demand for Windows PCs largely to businesses updating their systems to Windows 11, aiming to dodge potential extended support fees. While these fees won’t be implemented until October 2025, many companies appear to be proactively preparing for the transition.
The drop in Mac sales raises some concern, especially as Windows laptops have become increasingly competitive with MacBooks in performance and battery longevity. Furthermore, Microsoft has been quick to adopt AI technologies, though it remains uncertain if consumers are swayed by discussions around “AI PCs.”
On a positive note for Apple, Asus marked a significant milestone with a 15.8% rise in annual growth, helping to narrow the gap with Dell, which saw a 4% decline during the same period.
Lenovo and HP continue to dominate the market, with Lenovo holding an impressive 24.5% global market share, solidifying its lead.
As we move into the final quarter of 2024, all eyes will be on Apple. With new offerings from Microsoft, Intel, AMD, and Qualcomm already launched, Apple’s M4 Mac release is the final major unveiling anticipated. This event will also bring the introduction of macOS Sequoia, which will incorporate Apple Intelligence into the Mac ecosystem, although some features may not be available right away.
These new products have the potential to positively influence sales, but it remains to be seen if they can reverse the current trend in the next quarter. Notably, it seems that an update for the MacBook Air, Apple’s best-selling laptop, is unlikely to be included in the upcoming launch. Instead, the M4 chip is expected to debut in refreshed iMacs, Mac minis, and MacBook Pros.
