The fact that Windows 10 would eventually approach its official end of support would push users in different paths than Microsoft intended, toward Windows 11—which includes not just Linux, which is frequently promoted as an alternative, but also macOS.
According to Counterpoint's most recent data, MacRumors observed that Apple's Macs have seen a significant increase in sales as a result of Windows 10's End of Life.
According to the analytics firm's data, worldwide PC shipments increased by 8.1% in Q3 2025 compared to the same quarter the previous year. This increase was partially caused by the approaching end of Windows 10 (as well as "strategic inventory changes" because of US tariffs).
One of the biggest winners from this has been Apple, as Mac shipments have increased by 14.9% thanks to the introduction of some clever new MacBook models this year and companies purchasing new laptops as a result of Windows 10 PCs becoming outdated.
Analysis: With one significant exception, Windows 11 sales are also not slack.
Other PC makers have also done well in this market, so do not assume that everyone is jumping ship to embrace Apple Macs. With a 17% year-over-year increase in Q3, Lenovo actually did the best, surpassing Apple's 15% increase and just outpacing Asus' 14% growth. With one significant exception, all of the major PC manufacturers who sell Windows 11 computers have done well in the most recent quarter. HP also saw a 10% boost.
In stark contrast to all the other major competitors, Dell suffered greatly, with its PC shipments actually declining by nearly a full percentage point year over year.
Given that Mac sales had a rough year last year and that Apple actually lost as much money in Q3 of 2024 as it made, Tim Cook will undoubtedly be happy to see that abnormally high increase for the company. Nevertheless, Apple has put all of that behind it, as Mac sales have only increased this year, leading to the most recent spike.
It is noteworthy to see how much of a shift there has been toward Macs, since Linux advocates have made a concerted effort to convince Windows 10 defectors—those with older PCs that are unable to run Windows 11 because of its more demanding system requirements. Though there are not many clues yet, there are also indicators that Linux or certain distributions are profiting as Windows 10 is nearing the end of its life.
The shift to AI PCs is the big picture being pushed by the analyst firm here, but Counterpoint believes it will not fully take off until 2027. In the meantime, we are witnessing the beginnings of businesses purchasing laptops that can use an NPU to speed up local AI tasks (on-device), such as Apple's more recent MacBooks and Copilot+ PCs running Windows 11.
In these very early days of the AI'revolution,' Counterpoint points to Qualcomm's Snapdragon X2 Elite and Intel's upcoming Panther Lake processors as potent mobile CPUs that will help drive Windows 11 Copilot+ PCs.
However, we have already discovered a leak that indicates Apple's new M5 CPU can, in some situations, outperform even the 'Extreme' version of the Snapdragon X2 Elite. This bodes well for future MacBooks. When it comes to improving the performance of every new generation of M series silicon, Apple is doing well.
