MacBook Shipments Surge But Customer Demand Remains Unclear

Apple shipped significantly more MacBooks during the first quarter of 2025, outpacing the broader PC market, according to new estimates from Counterpoint Research.

M4 MacBook Air 13 and 15 inch Feature Pink and Yellow
While the overall PC market grew 6.7% compared to the same period in 2024, Apple led major vendors with a 17% increase in unit shipments. However, the report attributes much of the industry's first-quarter gains to accelerated shipments as manufacturers moved to avoid new tariffs expected to be implemented by the United States later in the year.

Temporary exemptions on tariffs for certain electronic products allowed companies to front-load shipments during the exemption window. As a result, the increase in shipped units does not necessarily translate to higher sales to end users, and many of the products delivered in the first quarter are expected to remain in inventory throughout the coming months.

For Apple, the launch of the M4 MacBook Air in March 2025 also contributed to its shipment volume. Despite Apple touting the M4 chip's AI capabilities, the report notes that the shipment gains are not necessarily a sign of growing consumer interest in AI PCs.

Apple reportedly increased its share of global PC shipments from approximately 9% in the first quarter of 2024 to 10% in the first quarter of 2025. Lenovo retained the largest market share overall. Apple typically reports product revenue rather than unit shipments, making third-party estimates an indirect measure of market activity.

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Related Roundups: MacBook Air, MacBook Pro
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Top Rated Comments

Pitogyro Avatar
23 weeks ago
MacBooks are simply irresistible with Apple Intelligence.
Score: 10 Votes (Like | Disagree)
bluespark Avatar
23 weeks ago

MacBooks are simply irresistible with Apple Intelligence.
I asked Siri whether I should buy a new MacBook and she added pickles to my shopping list.
Score: 7 Votes (Like | Disagree)
jayryco Avatar
23 weeks ago
Because people have realized that they are peak laptop at insane value and no windows laptop comes close - especially the M4 range.
Score: 5 Votes (Like | Disagree)
Steve121178 Avatar
23 weeks ago
The M4 range is their best ever line-up. No reason to not upgrade or buy a Mac if you're in the market for new hardware.
Score: 4 Votes (Like | Disagree)
JitteryJimmy Avatar
23 weeks ago
I recently purchased a new M4-based MacBook Pro far outside my normal upgrade cycle.

The following risks led to my decision:

* wild tariffs
* the possibility of unavailability of key materials, leading to shortages
* inflation risks
* political disruption in Taiwan

Furthermore, I could still sell my existing and perfectly awesome M1 for good money to a local buyer.

I concluded that any loss related to me "upgrading earlier than normal" was negligible.
Score: 4 Votes (Like | Disagree)
IIGS User Avatar
23 weeks ago

MacBooks are simply irresistible with Apple Intelligence.
Tim Cook like typing detected....
Score: 4 Votes (Like | Disagree)