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. While reading this article my first thought was to that wonderful Bill Gates quote questioning the point of Steve Jobs’ return to Apple in ’96:

    “He has to know that he can never win.”

    Never is such a long time, no?

  2. @ marcos

    It is not illegal to be a monopoly in a given market. It is illegal to use monopoly power to force people to use your other products. IBM got in trouble in the 1970’s not for having monopoly power in main frames, but for preventing purchasers from using add on products from any other supplier. Software was not really an issue back then. It was disk drives, card readers, printers etc.

  3. Problems with these statistics:
    1) What % of all computers were sold that were over $1000.
    2) US sales only
    3) Retail sales only

    Apple still has a lot of room to grow and these are just statistics.

    (Kinda like saying Alienware sells x% of all gaming notebooks)

  4. f-n GO AAPL


  5. People, please take time to understand the numbers.

    The important ones are based on current or previous quarter. The number of dead PCs in existence is of no concern.

    What shipped last quarter and what percentage tells us where the world is today.

    PS, Apple stock down by any real amount = BUYING opportunity.

    PS, I love this Apple spell checker in Anything you do thing. I use firefox on the pc and I have to keep jumping out to word to check spelling. It sucks.


  6. My god Zuney, you think $1000 is a lot of money for a computer. Phew, it’s like £500. Frickin’ peanuts to throw at something you spend so much of your time using…

    Just because there are a few desparate companies that sell loss leaders that will eventually kill their bottom line (unless they stop selling crap) doesn’t mean computers should be cheap.

    It’s amazing how computers are the only technology products where a whole bunch of people like you will just settle for third rate cheap no-name crap or build it yourself DIY kits just because it’s cheaper. Your mum not give you enough pocket money ZT? Do you look for the cheapest bargain basement crap when you buy a TV? Or when you buy a car or a kitchen appliance? Surely not!

    I’d prefer to buy good quality brand names for my home because I know I will get good help if those products go wrong. I also know that those companies have a reputation to maintain and so they use decent parts which cost them a little more.

    Would you build your own home Hi-Fi to make it cheaper? How about putting together a Kit car to save money? Who will support that if it goes wrong?

    What a bunch of cheap skates!!!

    As far as I am concerned if a computer costs less than £700 it will most probably be crap and bugger up prematurely.

    £700 is about $1400 so how much of the $1400 or above market does Apple own?

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