NPD: Apple vaults to 10.6% share in North American notebook market

Apple vaulted to 10.6% market share in the North American notebook market in Q2 08, up from 6.6% in Q2 07, and Hewlett Packard completed Q2 08 with a full two-year run as the world’s leading supplier of notebook PCs, DisplaySearch reports in its latest Quarterly Notebook PC Shipment and Forecast Report.

Dell remained #2. Much of the growth in the notebook PC market over the past few years was driven by consumer purchases, a market that Dell has had trouble penetrating. Recent efforts by Dell indicate that they have placed a renewed emphasis on growing this segment. Indications are that Dell is having some success in these measures as they have grown Q/Q in each of the past three quarters. However, the brand’s success varies from region to region, and in North America, Dell’s ‘home region,’ their market share is well below 2006 levels. Acer’s #3 with a 14.4% share of notebook PC shipments, although its share is down Y/Y in both North America and EMEA (Europe, Middle East, and Africa) despite acquiring Packard Bell and Gateway.

“The data calls into question Acer’s acquisition of both Gateway/eMachines and Packard Bell. While the move immediately prevented competitors from getting more of a foothold in the rapidly growing US and European retail notebook PC sectors, the last few quarters’ results clearly show that Acer is struggling to integrate the Gateway and Packard Bell brands into their portfolio. Both Gateway and Packard Bell were losing notebook PC market share prior to their acquisition, but the acquisition has failed to reverse, or even halt that trend,” said John Jacobs, Director of Notebook Market Research and author of the report, in the press release.

Other report highlights include:
• China’s accelerating economic modernization also affects the data, as Greater China now accounts for more than 10% of notebook PC shipments.
• The notebook PC panel market has grown vigorously, with revenues up 39% Y/Y.
• The market share of panels with the traditional 4:3 aspect ratio dropped to less than 3% in Q2.

Growth of the Portable (from 13.3” to 16.0”) category was the strongest in Q2 08, surging to 88.5% share, while Desktop Replacement Notebook PCs (those with 17.0” and larger displays) fell to just 7.5% market share after having been close to 10% in Q2 07.

By contrast, the Ultraportable (from 10.4” to 12.1”) category shrank in the quarter to just 4% share. The decline in share in this category was likely a result of the plethora of Mini-Note PCs that were introduced by almost all of the leading PC brands in the quarter. These Mini-Notes are slightly smaller than Ultraportables, but have substantially lower ASPs. While momentum within the industry seems to favor Mini-Note PCs, this holiday season will be the first test in the WW market. Consumer acceptance and questions regarding cannibalization of the mature notebook PC market should be answered. The pros and cons of this new Mini-Note PC category as well as a full industry outlook for the space are covered in DisplaySearch’s topical report on the Mini-Note PC market.

DisplaySearch’s Quarterly Notebook PC Shipment and Forecast Report is a comprehensive and exclusive compilation of market data from DisplaySearch’s industry sources, along with insightful analysis of the state of the NB PC industry.

More info about DisplaySearch’s Quarterly Notebook PC Shipment and Forecast Report here.

[Thanks to MacDailyNews Reader “Chuckles the Microsoft CEO” for the heads up.]

MacDailyNews Take: “Apple is the super-small market share guy.” – Bill Gates, Microsoft Chairman, May 02, 2005

What we wrote in response back on May 02, 2005 holds true today: “Gates has the odor of fear about him. It’s not about money, it’s about winning with Gates and Jobs. And it’s Jobs who’s destined to win, not Gates. History rewards the originals, the innovators, those who strive for excellence; not the fakes, the copiers, and those who roll up sales with mediocre products to a confused, technophobic public. People are waking up. Personal computing is emerging from infancy and the public is becoming more educated and discerning. Sometime in the not-so-distant future, the world will look back at the fact that Microsoft Windows once held 95% market share for computer operating systems and more than just mere guffaws will be heard.”


  1. 10% will get to 20% alot quicker…looks like Acer is the one who took the major hit.
    25% is exactly where Apple needs to be and stay. The playing field is leveling. All Apples design and software hard work the last 10 years is now paying off and the fact that their growth is during difficult times says their ducks are in a row for the long haul.

  2. The move to 10.6% market share from 6.6% is a 60.6% increase. This quarters back to school will be even bigger!

    At a 60.6% growth in the now 10.6% market share, net years will be 17.0% going into Apple strong quarter. That is 1 out of every 5 or 6 notebooks will be Apple MacBook or their next generation OS X device.

  3. “The trick is to walk away with all your cash BEFORE everyone gets wise.”

    One day soon the Microsoft headquarters will be deflated and rolled up and the next day the island nation of Ballmerica in the South Pacific will be admitted to the United Nations.

  4. @ Beryllium,

    Apple has already released products featuring technology their competitors cannot touch at very competitive prices.

    They are called iPods.

    Too bad you weren’t listening again.

  5. One thing to keep in mind when looking at the NPD figures is that the sales and market share data is for ALL computers sold, including corporate and governmental purchases, markets in which Apple barely competes. I suspect that if you were to just look at the consumer market – US sales at retail – the percentage would be closer to 25%.

    I agree with those who think that Apple is about to release a new line of MacBooks with some consumer-cool tech and surprisingly low prices. The Christmas quarter could be lights-out…

    I think that also bodes well for the next gen of MacBook Pros (the world I live and breath in). Within six months I think there will be quad-core MBPs that are thinner and a tad lighter than the current generation.

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