Apple recently reported sales of 3.72 million Macs in the third quarter, its fewest in any quarter since 2010. It was also the first time Apple sold fewer than four million Macs in any quarter since 2013.

mac family trio lineup
For that reason, it should come as no surprise that Apple's share of the worldwide notebook market took a hit last quarter.

Taiwanese research firm TrendForce estimates that Apple accounted for 6.5 percent of notebook shipments worldwide in the third quarter, a considerable decline over its estimated 10 percent market share in the year-ago quarter.

The decline resulted in Apple dropping below Acer and ranking sixth among notebook vendors, in terms of global shipments, in the third quarter. The top five spots were held by HP at 26.2 percent, Lenovo at 20 percent, Dell at 19.6 percent, Acer at 8 percent, and ASUS at 7.4 percent, according to TrendForce.

It's important to note that Apple doesn't break down its Mac sales on a model-by-model basis in its earnings reports, so TrendForce's data is estimated, likely based in part on the average selling price of a Mac.

trendforce 2q18 notebooks
There's a pretty simple explanation for the decline in sales last quarter: nearly every product in the Mac lineup was outdated.

Both the 12-inch MacBook and iMac lines haven't been refreshed since June 2017, while the MacBook Air hasn't received any substantial updates since 2015. Likewise, the latest Mac mini is from October 2014, and the Mac Pro hasn't been updated since December 2013, but an all-new version is coming in 2019.

It certainly didn't help that Apple refreshed the MacBook Pro in mid July, nearly two weeks after the quarter ended. Apple's financial chief Luca Maestri highlighted this "difficult launch comparison" in the company's earnings call:

Our year-over-year sales performance was impacted by the different timing of the MacBook Pro launch…

Mac sales should rebound in the near future, however, as TrendForce expects Apple to release a new MacBook Air at the end of the third quarter, while respected Apple analyst Ming-Chi Kuo expects the 12-inch MacBook, iMac, and Mac mini lines to be updated later this year—likely by the end of October.

Top Rated Comments

dannyyankou Avatar
39 months ago
And due to the fact that they’re selling a 1 port laptop for $1300
Score: 19 Votes (Like | Disagree)
macduke Avatar
39 months ago
Unfortunately they'll likely use this as an excuse for cutting back on Mac updates even more and consolidating the lines down to only a few options. It's a self-perpetuating train wreck. The Mac is how people get work done. You can't tell me that all those designers and engineers in Apple are using iPad Pros to build these rumored 8K VR headsets, Apple Cars, the new iPhone lineup, or finish dev on iOS 12. I'm hopeful since they hired all those creatives to help them design better professional Mac hardware, but at the same time I feel like we haven't seen many fruits of that labor yet so I don't want to get my hopes up too high.
Score: 13 Votes (Like | Disagree)
MvdM Avatar
39 months ago
So removing the ports and giving them a bad keyboard didn't help selling those devices?
That's weird, Apple made them so thin, that's the most important thing, right?
Score: 11 Votes (Like | Disagree)
CmdrLaForge Avatar
39 months ago
An affordable MacBook in 13” and 15”. If someone likes a 15” laptop for writing and not 4K editing he (=me) still needs to spend close to $3000. I would like to see a MacBook in 15” for no more than 1500$ entry model.
Score: 10 Votes (Like | Disagree)
now i see it Avatar
39 months ago
The Mac Mini is almost certainly coming...
Score: 8 Votes (Like | Disagree)
sinoka56 Avatar
39 months ago
Apple could release the 2015 Pros with updated CPU, ports and people would be happy.
Score: 7 Votes (Like | Disagree)

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