NPD: Apple corners premium market; Apple’s market share of PCs over $1,000 hits 66%

“Apple’s retail market share is 14 percent, and two-thirds for PCs costing $1,000 or more,” Joe Wilcox reports for eWeek. “Should I repeat those numbers? The share data is for first-quarter [U.S.] brick-and-mortar stores, as tabulated by the NPD Group. Apple’s market share is but one measure of success. Sales growth is way up, while Windows desktop PC sales are way down.”

“‘In notebooks they’re growing two times the market,’ said Stephen Baker, NPD’s vice president of industry analysis,” Wilcox reports. “‘Windows notebooks are pretty much flat right now.’ For the first quarter, Windows notebooks had ‘zero percent” growth year over year, Stephen said. By comparison, Apple notebooks had ’50 to 60 percent growth.’ On the desktop, ‘They’re up 45 percent,’ he continued. ‘The [overall] market is down 20 percent. Windows desktops would be down 25 percent.’ The figures are also for first quarter.”

“I spoke with Stephen earlier this afternoon. He remarked: ‘iMacs are growing and the Windows desktop ain’t. No matter how you look at it, Apple is outperforming Windows,'” Wilcox reports. “Apple’s market share in what NPD calls the ‘premium’ category, or laptop and desktop PCs selling for $1,000 or more, is nothing short of phenomenal: 66 percent. That’s right, two-thirds.” Stephen said Apple appeals to the right segments, like multiple-computer households. Consumers that are buying a second, third or even fourth PC have different buying priorities, such as ease of use [and Apple’s] retail stores make a huge difference.”

Full article here.

MacDailyNews Note: “Apple’s share of the $1,000-plus retail market was less than 18% in January 2006 according to NPD. By September 2007, it had grown to more than 57%,” Phillip Elmer-Dewitt reports for Fortune. More here.


  1. I run sound in our church and we finally had enough of our “loaded” up HP laptop with Vista. We were running media shout on it and it kept crashing/hanging up in the middle of service – not good.

    We just ordered a loaded up Macbook and pro-presenter.

    and another one switches

  2. If you factor in all the “sucker costs”, most PC’s cost over $1000. People just don’t realize it at the time when they are knocking paying $1200 for an iMac. Next thing they know their bill is $1500. It happened to a friend of mine despite my pleading before he went to look at computers.

  3. The ironic thing is that by the time you buy the screen, software and virus protection to make these so called cheap PC’s actually be able to do anything, you end up spending $1K anyway.

  4. Well, gee. Could it be 66% because everyone else’s computers are cheaper? Apple computers are more expensive you know, and this just proves it. ” width=”19″ height=”19″ alt=”smile” style=”border:0;” />

    Really, what kind of a statistic is this? I think the cutoff really should have been $1104.79. This is silly. Let’s get that 14% number up to 66%.

  5. 0 to 60,

    Just out of curiosity, what did you do with the machine you replaced? You know, if you blow windows away and install Linux on it, it could still be useful. ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />


  6. And the stock is down this morning. I simply don’t understand my fellow aapl investor. I suppose the answer is the stock is mostly influenced by traders and jerks with deep pockets who do this thing for a living and have no scruples.

  7. Do people still really think it will take 3 more years for their overall market share (ie. percent of people who use a Mac as their primary computer) to hit 20% as they are predicting?

  8. Things are very much on the move.

    It’s no accident that Firefox 3 will look (and to some extent act) more like a native app on OS X, nor that Open Office is finally available in an Aqua version:

    Mozilla and Sun know what’s going on.

    Windows is no longer the only important platform to be on. And that’s doubly true for the U.S. market.

    66% of the lucrative high end means a good chunk of the most well-heeled people in the U.S. As MDN might have said, cash registers don’t go shopping.

    Who wouldn’t want to be on the Mac when Apple’s selling armfuls of gear to the people with the most spending power?

    Time Adobe stopped fobbing Mac users off with a slow, inept, crash-prone port of their Flash software. We matter, too. These figures show that.

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