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.
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.]