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. For those who are watching Apple’s stock, the question is why would you? This news came out late Friday. I responded in the comments section that night. By Monday, it’s old news already. Heck, I was trying to remember last night, if I had read a link to the NPD numbers here on MDN, and if not, whether I should send the link. I couldn’t remember, so I didn’t. Any news that comes out late Friday, is BURIED. So, don’t expect a price bump.

    What would be more interesting is the UNITS for the categories. Clearly, the retail store units for >$1000 computers is quite small. Nowadays, most desktops appear to be less than $1000. Even laptops are quite cheap. I think they need to redefine the categories to something more meaningful, having the split around $900.

  2. “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.”

    Dude, just turn on the Spelling Checker in Firefox in Tools–>Advanced.

  3. Silly, silly, silly.
    That´s like bragging that Ferrari has 66% of the car market over $350,000. That doesn´t mean it sells a lot of them.
    How many companies are making computers that cost over $1,000? Most computers sell for under $1,000 (except Apple.)

    Here´s a new bit of info – in Apple Stores Apple sells 100% of all computers sold in the Apple Stores! Am I impressed?

  4. the other Mark is pretty much on the nose, LiM is pretty much delusional. Maybe. The truth is most Macs are sold a) in retail b) to consumers. If Macs are up to 14% of the overall US market (big CHEER) then they get to maybe 50% of the US consumer market right there. Nearly all Dells and a huge percentage of HPs are bought on-line or over the phone by procurement types who never see but a few of them. So that’s a)not retail AND b) not consumers.
    Oh … and most of those cost less than $1,000!
    All that ‘sober talk’ aside, it sounds like Apple is doing a great job of selling Macs. Much better than the PC guys are doing at selling Windows boxes. This is great to hear and I hope to hear more of it. But I seriously doubt Apple Retail Stores will ever sell over 100% Macs. ” width=”19″ height=”19″ alt=”wink” style=”border:0;” />

  5. Just to play devil’s advocate…

    Hasn’t the price of PC’s in general declined from over $1,000 to under $1,000 over the past five years, while the price of the Macs have stayed constant. Not saying anything bad about the Mac, as an Apple shareholder, I am happy that they keep the margin up. But statics can be twisted to suit the need.

  6. @ElderNorm

    “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.”

    Time to upgrade your copy of Firefox, all versions have done that for a long time now. I wonder if you will love the feature now that you realise every computer can do it?

  7. What this really shows is how important it is that Apple get a couple more sub-$1000 systems. Something like a Mac Mini Pro that has a couple PCI-Express slots for expansion, user accessible DIMM slots (even if there are only two), and a socketed Core Duo CPU for upgradeability. Something like the Psystar but not a complete POS.

    Really, they only have three models. The low-end, completely locked-in Mini, the mid-range, built-in LCD iMac, also somewhat locked in, as well as the ultra expandable and ultimately VERY expensive Mac Pro. There really feels like there’s a HUGE gulf between the Mini and Pro that really needs filling. And fast.

    MDN Magic Word: Products. As in, Apple needs some more diverse products.

  8. nonarKitten, it would certainly be possible to design a Mac midi that would sell for about as much as an iMac while being a bit more powerful and a LOT more configurable – a smaller tower case – but note the price. No screen included, a pair of Core 2 Duos (or one quad?) and room for an extra drive and some serious RAM. It would work for me. But … it would still cost twice as much as a Mac mini, or half as much as the Pro. In neither case would it drop below $1,000 – not unless you configured it as a stripper.

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