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Apple's Mac Sales Drop in Q4 2018 Amid Worldwide PC Shipment Decline

Apple's worldwide Mac shipments fell in the fourth quarter of 2018, according to new preliminary PC shipping estimates shared this afternoon by Gartner.

During the quarter, Apple shipped an estimated 4.9 million Macs, down from 5.1 million in the year-ago quarter. Apple's share of the market grew, however, from 7.1 percent in 3Q18 to 7.2 percent.

Gartner's Preliminary Worldwide PC Vendor Unit Shipment Estimates for 4Q18 (Thousands of Units)

Apple continues to maintain its position as the number four PC vendor in the world, behind Dell, HP, and Lenovo, but ahead of Asus and Acer.

Lenovo was the top PC vendor with 16.6 million shipments and 24.2 percent market share, followed by HP with 15.4 million shipments and 22.4 percent market share, with Dell coming in at number three with 11 million shipments and 15.9 percent market share.

Asus trailed Apple with 4.2 million shipments and 6.1 percent market share, as did Acer with 3.9 million shipments and 5.6 percent market share.

Apple's Market Share Trend: 1Q06-4Q18 (Gartner)

Apple's dipping Mac sales followed a trend that affected many PC vendors, with overall worldwide PC shipments dropping to 68.6 million, a 4.3 percent drop from the 71.7 million PCs shipped in the fourth quarter of 2017.

Apple also saw a small decline in the number of Macs shipped in the United States. Apple shipped 1.76 million Macs during the quarter, down from 1.8 million in the year-ago quarter, for a 2.1 percent drop in growth and 12.4 percent market share (up from 12.1 percent).

Gartner's Preliminary U.S. PC Vendor Unit Shipment Estimates for 4Q18 (Thousands of Units)

HP was the number one PC vendor in the U.S. with 4.7 million PCs shipped, followed by Dell and Lenovo. Microsoft and Acer both trailed Apple.

According to Gartner, overall worldwide PC sales were impacted by a shortage of CPUs and political and economic uncertainties in some countries, including the U.S.
"Political and economic uncertainties in some countries dampened PC demand," Ms. Kitagawa said. "There was even uncertainty in the U.S. -- where the overall economy has been strong -- among vulnerable buyer groups, such as small and midsize businesses (SMBs). Consumer demand remained weak in the holiday season. Holiday sales are no longer a major factor driving consumer demand for PCs."
For all of 2018, Gartner estimates that Apple sold a total of 18 million Macs, down from close to 19 million in 2017. Apple's shipments fell five percent year-over-year, and its total market share for 2018 dropped from 7.2 percent to 6.9 percent.

Gartner's Preliminary Worldwide PC Vendor Unit Shipment Estimates for 2018 (Thousands of Units)

IDC also released its own shipment estimates this afternoon, noting a similar decline in sales for Apple. IDC also ranks Apple as the number four PC vendor in the world with global shipments that reached 4.9 million in the fourth quarter of 2018.

IDC's data suggests Apple's Mac shipments were down 3.8 percent, with market share remaining steady. Like Gartner, IDC estimates Apple sold 18 million Macs in 2018, down from 19 million in 2017.

It's important to note that data from Gartner and IDC is estimated and while not usually far off from Apple's sales, not entirely accurate, either. While we've been able to check estimated data when Apple provides its quarterly earnings releases with actual Mac sales information, there will be no way to do so going forward.

Apple no longer plans to break out unit sales for the iPhone, iPad, and Mac, so determining the exact number of Mac sales will not be possible going forward.

Though sales were down during the holiday quarter, Apple could see some pickup in the future thanks to the October release of the new MacBook Air, a more affordable alternative to the MacBook Pro. The newly refreshed model features a Retina display, Thunderbolt 3 support, up to 16GB of RAM, a T2 chip, a new butterfly keyboard and Force Touch trackpad, and other features.

Tags: IDC, Gartner


Top Rated Comments

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10 weeks ago
I'd like to replace my 10 y.o. MBP but not at these prices. NO!
Rating: 45 Votes
10 weeks ago
I know several people who refuse to buy any Apple laptop that has the crappy NuKeyboard / dust condom. Instead, they stick with their 5+ yo MacBook Pros.

The desktop side is also annoying. Being able to easily access and upgrade RAM is a basic design requirement. Periodic component refreshes are another basic requirement Apple consistently fails at.

Sculley 2.0 and Captain Thin aren't the dynamic duo we need to lead the Mac (or Apple) to greatness.
Rating: 40 Votes
10 weeks ago
Macs are getting really blah and ridiculously expensive so no surprise there. My next working machine will be the new Lenovo Thinkpad X1 Yoga coming out in June. It may have W10, but it's manegable.
Rating: 35 Votes
10 weeks ago

Comparing Macs sold to Windows PCs sold is comparing  to Oranges. This comparison has been going on for decades. Apple isn't the 4th largest PC builder because it's not a PC. It has always been strange to read these comparisons, as if  is on the same playing field as Windows. This isn't Ford vs Chevy. It's Ford vs Cessna or Lear or... well you get it.


No, I don't get it. I have used both Macs and Windows PCs for years and they provide nearly equivalent function, same as an iPhone vs. an Android phone. People are more and more reaching the point where they aren't willing to pay ridiculous prices for something just because it has a picture of fruit on it. Especially when many of the models don't get updated for years when other companies are bringing innovative products out on a much more frequent cycle.
Rating: 29 Votes
10 weeks ago
So obvious. Limited options for Mac desktop and they are not powerful computers.
Rating: 28 Votes
10 weeks ago
Who would of thought raising prices of Macs would lead to a higher volume
Rating: 23 Votes
10 weeks ago
Everybody taking this as an opportunity to trash talk the Mac ought to look at the other makers of computers in the graph. Only the top three made profits. Asus is down by much more. Now, it can't be the price, right? And it's not the design. So really, what's going on. Maybe you'd better know that the Chinese automobile industry suffered its first losses in 20 years, and foreign companies suffered declines of up to 50% in that quarter. So something's happening, and it's not just the Mac and the iPhone. Maybe, just maybe, it has something to do with Dr. Evil in D.C. and his trade war that he's started. And you know, trade wars can get much worse than this, too.
Rating: 20 Votes
10 weeks ago
Of course it dropped. The iMac wasn't updated for ages. Simple as that.
Rating: 18 Votes
10 weeks ago

What's the excuse this time?

Previously, it was because MacBook Air and Pro had not been updated. Now the updates have arrived.


Probably because people were expecting Apple to release a $999 MacBook Air, and instead Apple price gouged it. People have reached a limit for what they're willing to pay for Apple devices, especially with the upgrades being refinement and not innovation. I paid $2500 for my fully loaded 2017 iMac, with a no-tax and student discount, and still think I overpaid.
Rating: 15 Votes
10 weeks ago
Three words: Stagnant product line.

Three more words: Updated Mac Pro.

It's only a matter of time before Apple stops reporting sales numbers altogether because, "A unit of sale is less relevant to us today than it was in the past..."
Rating: 15 Votes

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