Apple MacBooks surpass 10% market share in worldwide notebook market

Global notebook shipments dropped significantly in 2015 mainly due to the impact of currency depreciation on the demand in Europe and the emerging markets, such as Latin America. The release of Windows 10 in the third quarter and Skylake CPU in the fourth also influenced consumers’ decision making and delayed notebook purchases. According to the global market research firm TrendForce, worldwide notebook shipments for 2015 totaled 164.4 million units, representing a year-on-year decline of 6.3%.

The strong U.S. demand drove HP’s notebook shipments from the beginning of last year’s second quarter. Though HP’s shipments for 2015 were smaller in volume compared with its 2014 shipments, the brand kept its No. 1 ranking with a 20.5% market share worldwide.

Lenovo’s 2015 notebook shipments grew 6.9% annually and followed closely behind HP with a market share of 19.9% (these figures exclude shipments from brands acquired by Lenovo). Despite the demand in Europe being generally weak, Lenovo continued to develop its sales channels there. By expanding its market share in Europe, the Chinese brand was thus able to increase its overall notebook shipments against headwinds.

Dell retained third place in the 2015 ranking on account of the robust sales of its Chromebook in North America. The brand saw its notebook shipments grew 4.3% annually and took 13.7% of the global market.

Apple overtook ASUS and Acer to become the No. 4 brand in the annual ranking. New MacBook models and strong demand in the U.S. drove Apple’s notebook shipments, bringing its global market share to 10.34%.

ASUS focused its sales efforts on notebook during last year’s final quarter, resulting in a massive quarterly shipment growth of over 70%. Nonetheless, the Taiwanese brand’s annual result was still below Apple’s. ASUS accounted for 10.31% of the global market by the end of 2015 and fell to the fifth place in the ranking.

Acer’s notebook business faced challenges in different regions during 2015. The Taiwanese brand lost market share to Lenovo in Europe, and its Chromebook sales in the U.S. were impacted by tough competition from HP and Dell. Consequently, Acer’s 2015 notebook shipments fell considerably by 16.6% from the prior year. The company retreated to No. 6 in the annual ranking, representing just 8.9% of the global market.

Trendforce: Top notebook brands worldwide by shipments, 2014-2016

Source: Trendforce, February 2016

MacDailyNews Take: Unit share is one thing, profit share is quite another. As of April 2013 (and it’s likely higher now), Apple Macintosh owned 45% of PC market profits.

Why the Mac has so much staying power; Apple’s indomitable workhorse deserves some praise – February 5, 2016
SAP: Apple’s Macintosh is key for any modern enterprise – February 4, 2016
Apple’s Mac sales continue to outgrow Windows PCs – January 20, 2016
Apple Macs gain even more share against Microsoft Windows PCs – July 23, 2015

[Thanks to MacDailyNews Readers “Fred Mertz” and “Dan K.” for the heads up.]


  1. The “problem” with these and future numbers is that the MacBooks will outlive the PCs and will be replaced at a slower rate. Maybe the current numbers are slanted towards “new users” and not the fan base.

    1. This is the “Mac share of all PC shipments in 2015”. Which is not bad. But does not account for the longevity of Macs vs PCs in the field.

      Presumably the ratio of Macs used regularly throughout the world to corresponding PCs is even higher than this.

    1. The data companies always look to count stuff Apple doesn’t sell to include in their categories to keep Apple’s share down. It’s SOP for them. Just look at all the Fitbits that get thrown into the smart watch category so Apple doesn’t appear on top.

  2. What’s with the projections lowering the number of Apple notebooks in 2016 being sold, but raising every one else except Toshiba? And who thinks Toshiba is suddenly going to crater? Such a projection is counter the past and reality.

  3. It’s always funny to see how there is always an excuse offered to explain slow PC sales.

    Remember a few years ago when the hard drive shortage messed up sales of PCs? For some unexplained reason, sales of Macs were unaffected.

    The new excuse is “The release of Windows 10 in the third quarter and Skylake CPU in the fourth also influenced consumers’ decision making and delayed notebook purchases.”

    Well if that’s true the pent up demand will mean that notebook manufacturers can look forward to a bumper quarter at the start of 2016.

    However my money is on Q1 2016 not being a bumper quarter and that sales will continue on a downward slope – except for Macs of course.

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