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. 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;” />


  2. 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.

  3. 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?

  4. 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.

  5. “And the stock is down this morning”

    Watching what a stock does over the course of 3 hours and making a judgement is a lot like walking outside on any given day, looking at the weather and deciding if global warming is real or not.

    These things play out over time, like years, and are reflected in averages, not what’s happening at any one moment.

  6. 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.

    …and then they don’t work because they’re hobbled with Vista, and you also gotta buy XP. ” width=”19″ height=”19″ alt=”raspberry” style=”border:0;” />

    Imagine an automaker that sold low-cost cars, ones SO bad that by the time you bought all the extras to make them drivable, you’d be into mid-luxury car pricing (and still have a POS).

    Auto buyers would never accept such a deal, and it looks like PC buyers are beginning to wise up as well…

  7. Oh great. OK MAC sheep, lets have your delusional, made-up stories about the friend of a sister-in-law who you “switched” and now they are soooooo happy. Don’t forget to include the usual “she loves her new MAC, and wonders why she didn’t do this sooner” quote.

    Try a little imagination already. You MAC lemmings regurgitate the same fish tale and nobody is buying it, just like nobody is buying MACs. I don’t believe for a second people are buying overpriced, proprietary, mouse-button and game challenged MACs when they can get a machine running Vista. I can build my own machine for way, way under $1000.

    Your potential. Our passion.™

  8. sorry, but this sounds, and probably is, completely imposible !

    don’t mistake a raise of 57%, of their own sales, as an increase of 57% of market share.

    what data is NPD using ?

    if Apple had 66% of the +1000$ computer market they would be the biggest company in the world !

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