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 remember a quote from Steve Jobs. Which I will paraphrase here: We don’t don’t sell crap.

    I believe this is very applicable to the type of computers that Apple sells. They cost more up front but save you more in the long run….

    Just my two cents… ” width=”19″ height=”19″ alt=”grin” style=”border:0;” />

  2. When Dell will sell you a 2.4GHz quad core PC with a gig of memory, a half terabyte hard drive, a 16x DVD burner and a 19″ wide-screen for $750 you have to question how big the $1000 plus PC market is. That’s hardly some underfeated PC. It exceeds all Macs except the Mac Pro series in terms of performance out of the box and expandability. It’s not surprising Apple’s in the $1000+ market on their own.

  3. @Hmm

    And if you have problems with Dell build quality you can get an Intel quad core Sun workstation with 1GB RAM, 250 HDD and a Quadro graphics card for under $1k at the moment.

    You’d really have to love OSX to get ripped off that badly on the hardware.

  4. Some victory:

    Best Buy example:

    76 machines on the website
    53 of them less than $1000 (or 70%).
    23 more than $1000

    7 of those 23 are Macs, most are just above $1000, which means that the equivalent configuration PC is somewhat below $1000.

    In retail Apple really has that segment to themselves by virtue of being overpriced relative to the competition.

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