NPD: 90% of $1,000+ PCs Sold in Fourth Quarter 2009 Were Macs

Betanews reports on data from market research firm NPD showing that, of computers priced at $1,000 or more sold in the U.S. in the fourth quarter of 2009, 90% were Macs. The data demonstrates Apple's continued strong performance among the high-end personal computer market as average selling prices for Windows computers continue to decline. In addition, Apple doubled its share of the $500-$1,000 computer market year-over-year from 5% to 10% based on sales of the Mac mini and MacBook.

The data is startling confirmation -- at least for the United States -- about Apple's success establishing the Mac as a premium brand. More significantly, the data shows how discounting has lowered consumer expectations about Windows PCs and brand equity for companies like Dell or HP. Additionally, gains below $1,000 indicate there is demand for lower-priced Macs, which during 2009 Apple satisfied with the $999 white MacBook and $599 Mac mini.

The data should be considered with several caveats, with the most significant likely being that NPD's data does not cover all sales channels, primarily focusing on brick-and-mortar and major online retailers while not addressing the direct-to-business sales channels responsible for a significant portion of Windows PC sales. Apple's growth in the $500-$1,000 segment was also obviously enhanced by continued declines in average Windows PC selling prices, which slipped to $475, down almost $100 year-over-year. Apple's prices did decline slightly from $1,499 to $1,361 as the company cut some prices on the high end of several of its computer lines, but still remained well above Windows PC levels.

Betanews reported last July that Apple had surged to claim over 90% of the revenue of the $1,000+ computer market, but today's report focusing on unit sales instead of revenue offers a clearer picture of Apple's performance in the segment. As has been raised in similar reports in the past, however, the question remains about how much growth space is left in the $1,000+ market as overall selling prices continue to decline and the $500-$1,000 price range becomes the new "premium" market. Apple observers can of course point to the company's record revenue, profit, and Mac sales last quarter as evidence that its business model continues to succeed, but doubts will certainly continue to surface.

Top Rated Comments

ferrous Avatar
146 months ago
I was just talking yesterday with my boyfriend about our first Macs we bought over two years ago. I asked him how many times his Macbook Pro broke down... he said none. My iMac never broke either, nothing that a restart would not take care of.

Amazing, huh? I wonder if we bought PC's, we may have to be looking for new computers by now.
Score: 1 Votes (Like | Disagree)
notjustjay Avatar
146 months ago
I particularly love this quote:

...gains below $1,000 indicate there is demand for lower-priced Macs, which during 2009 Apple satisfied with the $999 white MacBook ...

As if consumers are that dumb.

"$1000 is too much to pay for a computer! I'm not buying one of them premium brands!"

"How about this MacBook for $999?"

"Ah, much better! I'll take one!"

:D
Score: 1 Votes (Like | Disagree)

Top Stories

siir apple event april 20

Siri Reveals Apple Event Planned for Tuesday, April 20

Tuesday April 13, 2021 12:04 am PDT by
Siri has apparently prematurely revealed that Apple plans to hold an event on Tuesday, April 20, where the company is expected to reveal brand new iPad Pro models and possibly its long-awaited AirTags trackers. Subscribe to the MacRumors YouTube channel for more videos. Upon being asked "When is the next Apple Event," Siri is currently responding with, "The special event is on Tuesday, April...
apple event spring loaded

Apple's 'Spring Loaded' Event Officially Announced for Tuesday, April 20

Tuesday April 13, 2021 9:04 am PDT by
Following an overnight leak by Siri, Apple today officially announced that it will be holding a special "Spring Loaded" event on Tuesday, April 20 at 10:00 a.m. Pacific Time at the Steve Jobs Theater on the Apple Park campus in Cupertino, California. As with all of Apple's 2020 events, the April 2021 event will be a digital-only gathering with no members of the media invited to attend in...
Google maps feaure green

Google Maps App for iOS Finally Updated After Four Months

Monday April 12, 2021 10:03 am PDT by
Following the completed rollout of App Privacy labels for its App Store apps, Google today updated the Google Maps app for the first time in four months. Apple in December began requiring all new app submissions and app updates to include App Privacy labels, detailing the data that is collected by the app so consumers know what they're sharing. Google didn't begin implementing App Privacy ...
pixel watch prosser leak

Google Pixel Watch Allegedly Leaks with Circular Design, Rumored to Launch in October

Monday April 12, 2021 2:49 am PDT by
Renders of Google's first smartwatch, codenamed "Rohan," have been shared by Jon Prosser, showing that Google plans to adopt a circular design for its flagship wearable watch. Prosser shared the renders in an episode of his YouTube show "Front Page Tech," in which he claims they were made based on marketing material he had seen from a source within Google. The renders show that the Pixel...
apple event hashflag

Twitter Hashflag for April 20 Apple Event Goes Live

Tuesday April 13, 2021 2:21 pm PDT by
Following the overnight Siri leak and subsequent announcement that Apple will hold a media event on Tuesday, April 20, a new Twitter hashflag has appeared to help provide visibility for the event on the platform. For the last several recent events, Apple has utilized hashflags, which are little icons next to hashtags on Twitter, as a way to market its events. The company first started the...
macos catalina serial number

Apple Preparing Rollout of New Randomized Product Serial Numbers Ahead of 'Spring Loaded' Event

Wednesday April 14, 2021 2:08 am PDT by
Apple is advising its authorized premium resellers and dealers to prepare for new products with 10 and 12 digital serial numbers, days ahead of when it's expected to reveal a slew of new products. MacRumors previously reported that Apple plans to switch to randomized serial numbers for future products starting in early 2021. The company now seems to be preparing for that roll-out, telling...
iphone12cameras

Kuo: 2022 iPhones to Feature 48-Megapixel Camera, 8K Video, and 6.1 and 6.7" Sizes With No 5.4" Mini Option

Tuesday April 13, 2021 10:45 pm PDT by
The upcoming 2022 iPhone lineup will feature two 6.1-inch devices and two 6.7-inch devices, with no mini-sized 5.4-inch iPhone, well-respected Apple analyst Ming-Chi Kuo said in a note to investors that was seen by MacRumors. Two of the iPhones will be high-end models and two of the iPhones will be lower-end models, similar to the current iPhone 12 lineup. Apple introduced the 5.4-inch...
AppleTV and HomePod Feature

Bloomberg: Apple Working on New Apple TV With Integrated HomePod Speaker and FaceTime Camera

Monday April 12, 2021 3:32 am PDT by
Apple is working on a combined Apple TV with HomePod speaker that has a camera for video calls through a connected television set, according to Bloomberg's Mark Gurman. From the report: The company is working on a product that would combine an Apple TV set-top box with a HomePod speaker and include a camera for video conferencing through a connected TV and other smart-home functions,...
epic iap feature 3

Tim Cook Says App Store Would Become a 'Flea Market' if Third-Party Payment Systems Were Allowed

Monday April 12, 2021 9:41 am PDT by
In a recent interview with the Toronto Star, Apple CEO Tim Cook spoke about a wide variety of topics, ranging from App Tracking Transparency to Apple's ongoing legal battle over App Store policies with Fortnite creator Epic Games. Notably, Cook said that Epic Games' desire for Apple to let developers offer their own payment systems in apps "would make the App Store a flea market":At the...
tim cook toronto star

Tim Cook Says Apple is 'Not Against Digital Advertising' Ahead of iOS 14.5 Launch With App Tracking Transparency

Monday April 12, 2021 8:00 am PDT by
Starting with iOS 14.5, iPadOS 14.5, and tvOS 14.5, Apple will be requiring apps to receive a user's permission to track their activity for targeted advertising purposes, as part of a privacy measure known as App Tracking Transparency. Ahead of App Tracking Transparency being enforced, Apple CEO Tim Cook has participated in a privacy-focused interview with the Toronto Star, telling the...