The end of Windows 10 support is triggering the largest PC replacement cycle in years across the industry. One of the brands that benefited most from this was Apple, which accelerated its Mac shipments.

The end of Windows 10 support benefited Apple

Counterpoint Research released a significant report this week. According to the report, approximately 40 percent of global PCs were still running Windows 10 before the October 2025 deadline. This triggered early refreshes in both commercial and consumer channels.

This pressure has boosted shipments for most major brands, with Macs being among the strongest gainers. According to Counterpoint, Apple’s global Mac shipments grew by 14.9 percent year-over-year in the third quarter of 2025. It’s also worth noting that demand for new MacBook models and the increased adoption of Apple hardware in the enterprise are also driving this growth.

Lenovo maintained its position as the largest PC vendor with 17.4 percent annual growth. Asus saw 14.1 percent year-over-year growth. HP saw a 10.3 percent increase, driven by strong commercial penetration. Dell, however, saw a 0.9 percent year-over-year decline in shipments.

Counterpoint noted that PC companies are starting to market systems with neural processing units (NPUs) and integrated AI features. These features haven’t yet become primary selling points on a large scale. However, enterprise buyers are already incorporating AI capabilities into their procurement plans to avoid retiring devices before emerging AI workflows arrive.

So, what are your thoughts on the end of support for Windows 10? Share your thoughts with us in the comments!