Photo: IDC
The global computer market experienced a interesting dynamic in recent quarters, with a notable divergence in sales trends. While North American sales saw a surge followed by a stabilization, other regions demonstrated consistent growth throughout the year. this fluctuation in the market is largely attributed to anticipatory purchasing driven by concerns over potential U.S. import tariffs on goods from China and other nations. As thes concerns eased towards the end of 2024 and the beginning of 2025,demand in North America cooled,while together,European and Asian consumers began increasing their purchases in response to reports of a memory shortage.
Interestingly, Apple’s global sales remained relatively flat during the last quarter of the previous year, showing a symbolic 0.2% increase with 7.1 million Macs sold.
The surge in computer purchases during the final quarter of last year was overwhelmingly focused on Windows PCs, with Apple not substantially benefiting from the global anxieties surrounding the memory crisis. I’ve found that this indicates a strong preference for Windows-based systems among those responding to immediate market concerns.
Although Apple customers are generally less price-sensitive, the limited impact on their sales figures is somewhat surprising, suggesting existing Apple users are content with their current devices.
Despite this,Apple has no reason for concern,having surpassed Samsung to become the world’s leading mobile manufacturer in 2025.
Understanding the PC Market Dynamics in 2025
The computer market is a complex ecosystem, influenced by geopolitical factors, supply chain issues, and consumer sentiment. Recent trends reveal a shift in purchasing behaviour, with regional variations playing a crucial role. As of January 13,2026,the market continues to adapt to these changes,presenting both challenges and opportunities for manufacturers.
Regional Sales Variations and Influencing Factors
The initial spike in North American sales, driven by tariff anxieties, highlights how quickly consumer behavior can change in response to perceived economic threats. This phenomenon demonstrates the importance of monitoring global trade policies and their potential impact on consumer electronics. Conversely, the increased demand in Europe and Asia, fueled by the memory shortage, underscores the significance of component availability and its influence on purchasing decisions. According to a recent report by Gartner (December 2025), global PC shipments increased by 4.3% year-over-year in the fourth quarter, with Asia-Pacific leading the growth.
Here’s a rapid comparison of the regional performance:
| region | Sales Trend (Last 6 Quarters) | Key Influencing Factor |
|---|---|---|
| North America | initial Spike, then Stabilization | U.S. Import Tariffs |
| Europe | Consistent Growth | Memory Shortage |
| Asia-Pacific | Consistent Growth | Memory Shortage |
Did You Know? The global PC market is projected to reach $280 billion by 2027, with a compound annual growth rate (CAGR) of 3.5% (Source:
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