Apple expected to release new MacBook Air this fall as company retreats to 6th place in global notebook market share

“The worldwide notebook shipments in 2Q18 grew above expectations by 10.2% QoQ and 2.8% YoY to 41.08 million units, according to the global market research firm TrendForce,” TrendForce reports. “Looking ahead to 3Q18, the traditional sales season and orders related to commercial tenders will drive demand growth in the notebook market with total shipments estimated to advance by 5-6% QoQ.”

“HP again topped the shipment/market share ranking of notebook brands for 2Q18,” TrendForce reports. “The brand has benefited from the strong demand in the commercial tender market as well as growth in shipments of its Chromebooks and consumer notebooks. HP’s shipments rose by 19.7% QoQ to 10.77 million units, accounting for 26.2% of the global market.”

“Apple also retreated to sixth with its market share sliding to 6.5%. The second quarter was the transition period when Apple was preparing for the releases of the upcoming new MacBook devices for the year,” TrendForce reports. “TrendForce, therefore, expects MacBook shipments to again post a large QoQ increase in 3Q18, as Apple will be releasing a new MacBook Pro at the start of the quarter and a new MacBook Air at the end of the quarter.”

TrendForce: Global notebook shipments Q218

Read more in the full article here.

MacDailyNews Take: Obviously, a modern entry-level MacBook Air will help Apple immensely in terms of unit share.

Apple’s rumored MacBook Air successor said to use Intel’s Kaby Lake Refresh processors – July 30, 2018
Ming-Chi Kuo details future iPhones; expects lower-priced MacBook Air, TrueDepth iPads, new Apple Watches this year – June 26, 2018
Apple delays new MacBook Air production to 2H18 – April 30, 2018


  1. Imagine if Pipeline were skating to where the puck was going.

    Instead we have Pipeline belatedly reacting to dropping market share.

    Just like we have Pipeline totally unprepared for a new Mac Pro.

    Pipeline has no vision for the Mac.

    Pipeline has only disdain for the Mac. He ignores it, lets it wither on the vine.

    What has Pipeline done to move the Mac forward? To bring the Mac into the public’s consciousness? Answer: nothing.

    Pipeline ignores the Mac until most reviewers state right up front that they cannot recommend it due to excessively obsolete hardware.

    For a new Mac future Apple needs to get a new CEO.

    Pipeline has had long enough to make the Mac better. His performance speaks for itself.

    1. Nonsense, Timmy has done a lot. His work has brought forth the windbag that is Von Stink, whose contributions to the world appear to be troll posts at Apple sites.

      I’ll side with the pipeline before I ever embrace the Stinka.

      1. Well, pipeline-loving troll, go ahead and cheer for a 6th place finish.

        The Cooked Apple is truly an embarrassment of bad Mac product management. I called out the bad direction Cook was taking as early as 2011 and nobody wanted to hear it then. But coasting on Jobs’ legacy will only get you so far and now it’s plainly obvious that Apple is falling behind the competition. Apple’s desktop and laptops are overpriced, feature-poor, unrepairable, and GPU limited to the point of stupidity. Despite what formerly was an unacceptably bad OS, the Wintel machines today are clearly preferred. They offer better value, better 3rd party software, and way better user customization options.

        If that’s what you like in a company, then by all means, enjoy your fashionista computers. But don’t be such an asshole as to attack others for correctly pointing out how Apple has screwed up what could — and should — have been a #1 performing business in the industry. Jobs left Cook a strong and growing Mac business. Cook put the whole Mac division on the back burner, letting Ive and other idiots design thermally constrained and single-port, dongle-dependant bad designs and the results are obvious.

        Cook needs to go, and you do to. You two idiots would be happy together.

    1. A company that only does what makes the most profit is best described as a one-hit wonder.

      The Mac will be essential to Apple’s future. IPhone market is getting saturated. Obviously Timmy doesn’t have any vision to do anything besides replicate Jobs’ App Store using iOS gadgets of different shapes and sizes. All of Cook’s iOS wares suck for personal computing.

    2. A company that only chases the top one or two products that create the most gross profit to the detriment of other products is run by idiots.

      The Mac has *always* had decent gross margins — significantly better than the industry average.

      It used to be that Macs were increasing in sales year over year while the PC industry as a whole was contracting. Plus, in recent years the Mac laptops were leading the charge.

      Now we have a PC laptop industry growing 10.2% year over year while the Mac is CONTRACTING 7.1% year over year.

      There really is no explanation for this other than the blunt fact: Apple senior management does not give a damn about the Mac. To them the Mac product line is a necessary legacy that they would rather drop as soon as practical. There is no other explanation as to why Mac sales are contracting while the rest of the industry is growing, why all Macs are behind in technology, and why Mac advertising is virtually non existent.

      Apple senior management can make any kind of statement they want about how the Mac is extremely important to Apple. The facts don’t lie.

      1. Apple’s top management trotted themselves out approx. a year ago to make an unenthusiastic, unfocused, quasi-positive announcement about the future of their MacPro.

        Perhaps Apple has kept its collective mouths shut since then in order to avoid another such offense to its vocal base while assiduously working in super secret on putting together a super duper iteration of its flagship Mac that would satisfy all but, more likely, its developers hate working on this unprestigious, EOL technology so top brass is letting it wither away without directly admitting to it like the weasels they would be.

    3. The big reason that the iPhone makes so much stinkin’ money is because it feeds off an entire ecosystem: the iPhone seamlessly meshes with my Macs, my iPads, iTunes, and Apps. And developers must (mostly) use Macs to develop anything for all of those links in the system.

      Why create a weak link (or allow a link to become weak) when:
      1. You have more money than God?
      2. iOS and MacOS are so closely aligned?
      3. You still make 30% margins on the “weak” links?
      4. The “weak” links give you massive visibility?
      5. Your entire company uses the “weak” link to create anything and everything in it’s software/app/OS universe?
      6. The “weak” links have a massive network effect, i.e. does anyone who owns a Mac ever want anything but an iPhone?
      7. The people most heavily invested in the “weak” link usually have huge influence in large scale purchase decisions?

      1. I wouldn’t be so quick to talk about how Apple works seamlessly. It’s been two months Apple Pay on my Apple Watch doesn’t work ticket has been out for two months and as of last Friday Apple still has no answers. A Number of people are impacted according to the level three support folks. Apple has many issues today so the days of seamless are over

    4. Apple’s continued profit is momentum left from Steve Jobs and his team. Losing market share means you are out of touch with the customer and/or not willing to do the work to attract customers. The problem of becoming a one product company is that when there is bump in the iPhone road, the company will be hurt very bad.

      1. I’m furious about the Mac’s neglect (and notable missteps when they do bring out a product. The current gen MacPro e.g., even in its third iteration).

        And a comeuppance wouldn’t be surprise.

        But anyone who thinks profit momentum and overall sales growth continues for nine years and counting in an industry moving as fast as tech and with as many hungry, capable competitors just has too broad an axe to grind against Cook and Co.

      2. How long are you going to fall back on the SJ card? Ten plus years of growth is not leftover “momentum.”

        Furthermore, one YoY comparison for a specific quarter does not constitute a trend or a sign of impending doom. This is a YoY comparison specifically targeted at making Apple look bad.

        Old crows should know better than that.

    1. Or they could offer a MBP with a standard 1TB Fusion Drive which doesn’t demand an $800 surcharge and still make 30% margins.

      The surcharges for MBP SSDs are absolutely insane. Apple absolutely needs a MacBook with a FusionDrive option.

      And does Apple realize how embarrassing it is to try a recommend a >$1000 notebook with only 128GB SSD?
      And only one USB port?
      And no SD slot?
      The cheapest Touch Bar MBP is $1,799.00, has only 8GB RAM, and 256 GB SSD. That is ridiculous, especially since neither the RAM is user upgradable ($200 surcharge for 16GB), nor the SDD ($600 for a 1TB upgrade!)

        1. That’s fine, but then offer a MB which uses the less expensive SSDs. You can find multiple 1TB SSDs for under $200. An upgrade from a 128/256 SSD to a 1TB SSD should not cost $600-$800. Not every MB needs to use the latest bleeding edge PCI SSD.

          Considering Apple’s purchasing clout, this should not be an issue.

          1. “Considering Apple’s purchasing clout, this should not be an issue.”

            Right. With their purchasing power a 1TB SSD for under $200 should be standard. Now that the bean counters are in charge of the Apple tax, one word describes it ALL: GREED …

  2. Updating their desktop line, not the damn iMac, but an actual desktop. While the iMac displays are nice, many of us already have displays that work just fine and don’t really want to buy yet another one. This fixation on laptops and all in ones is getting tiresome.

  3. Spin the Mac hardware subsidiary and let it operate independently and competently. This does not prevent tight software integration. But before it could happen they would have to admit their failure. That’s not in Apple’s culture. Hubris: yes.

    1. What would that solve? Apple has so much cash, it doesn’t even know what to do with it all. Why would you want the Mac to not have free money for new product development?

      What the Mac team needs is all new management, starting with replacement of the top 3 levels of complacent Jobs wannabes.

      A new competent management team would invest in an all new Mac portfolio that clearly includes both laptops and at least 4 ranges of desktops designed for student/beginners, mainstream, and true professionals, plus servers. The fact that Apple runs its own operations on HP Linux servers should tell you something.

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