ChangeWave: Apple Mac holds its corporate share; clearly leads in corp customer satisfaction

Apple “is holding its share [of the corporate market] within a tight spending climate, and is the clear leader in customer satisfaction,” Paul Carton reports for ChangeWave.

“Planned corporate Mac purchases remain stable going forward – with Apple’s laptop (7%) and desktop (5%) share unchanged compared to the previous survey in August,” Carton reports.

“In other Apple results, 6% of respondents report their companies are increasing their 1st Quarter purchase plans for Apple computers – the same as in our previous survey,” Carton reports. “Another 17% say their companies are considering Apple for future purchases, down 1 pt from previously. In sum, there is little change in Apple’s corporate market share for the next 90 days.”

Carton reports. “There are positive signs pointing to long-term corporate growth opportunities for Apple Macs. In particular, corporate respondents estimate that one-in-five (19%) of their companies’ workforces would choose to use a Mac if it were left up to the employees themselves – even though only 6% currently use a Mac. There’s no secret why so many more employees would use Macs if they could. A quick glance at the corporate satisfaction ratings says it all:”

Carton reports, “So, even though Apple owns a relatively smaller share of the corporate PC market, it outperforms the rest of the industry by a wide margin in terms of customer satisfaction – with 58% of respondents saying their companies are Very Satisfied with their Mac computers.”

Full article, including numbers for beleaguered Dell which “don’t bode well for the company going forward,” here.

[Thanks to MacDailyNews Reader “Tony” for the heads up.]


  1. Customer satisfaction is the key to long term company growth. Apple is very aware of this as a company. That’s way Bargain basement PC Vendors like Dell will be washed out to sea. When these PC Vendors start felling the pinch of lower profits the first place they cut is Tech Support and service. Apple survived their hard times by not cutting tech support cost but by increasing it.

    All all tech companies (except Apple) the first thing to go is support, this makes their trip down and up harder, longer and rougher then it would otherwise be.

  2. Dell’s corporate customer “very satisfied” rate is still higher than their retail customer “very satisfied” rate. How much of that reflects IT redoubts? How long can they keep it up?

    An equally important number is how many are “very unsatisfied.” Bad word of mouth travels faster and further than good word of mouth. When I took business courses, the rule of thumb taught was that it takes twelve satisfied customers to balance one unsatisfied customer in terms of word of mouth.

  3. So a group of 5-7% (Who have likely always been Mac users) are satisfied with their computer. And this is news how?

    I have never worked at a corporation where they survey employee’s how much they like their computer hardware. They come in, they use the applications they need to do their job they go home. The time you will hear from them is when something is needed. Now in the perfect Apple world users could BYOPC but that is fantasy in any large company so you use what they provide. End of story.

  4. Actually if you look at the original article, it says that overall there was a 1-3 percent drop in plans to buy new computers in the coming quarter. That drop was out of about 65 percent who were going to buy or about a 1-5 percent change in the value.

    Dell’s numbers were a drop of 3 percent out of 30 percent of the respondents or a 10 percent change. Thus Dell is doing significantly worse than the overall market.

    Apple’s numbers were no change out of approximately 6 percent of the respondents. Five percent of 6 percent is 0.3 percent, which is equivalent to no change on a graph that presents only integral percentages. So Apple’s performance is consistent with the overall market plan, which maybe as much as a 5 percent drop in business.

  5. > So, even though Apple owns a relatively smaller share of the corporate PC market, it outperforms the rest of the industry by a wide margin in terms of customer satisfaction

    Also, Apple probably makes more profit from it’s “relatively smaller share” than Dell and HP do from their relatively larger shares.

  6. Both Passerby and </b>6%</b> made significant points regarding this survey. The unsatisfied are much more likely to speak out – and to do so loudly – than the satisfied (or the VERY satisfied) and those who fought for – and finally won – their Macs are hardly likely to be less than VERY satisfied with it, now ARE they?
    When I worked (IT) at Putnam or Fidelity I was asked if I cared what brand computer I wanted. “Macintosh” was not an acceptable answer. It was “better” for me to have a Windows machine AND a retread Sparc station than to go out and get a Mac which would replace both.

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