Windows 10 is dying — and Apple’s Macs are cashing in — but one Windows PC maker remains in the lead

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Microsoft officially stopped supporting Windows 10 on October 14, 2025, after ten years. This means the operating system will no longer receive crucial security updates, unless users take specific actions. As a result, many people are now looking to upgrade to a computer with Windows 11.

So, Microsoft was really hoping Windows 11 would be a huge hit – they’ve put a lot of marketing dollars behind it, pushing it as the future of their operating system. But honestly, a lot of people like me haven’t been rushing to upgrade just yet. It feels like the excitement hasn’t quite translated into widespread adoption.

A recent study from July showed about half of Windows users are still using Windows 10. Even though Microsoft no longer supports the operating system, I believe many people haven’t upgraded yet.

Or, perhaps, those Windows 10 users have simply found somewhere else to compute.

According to a recent study by Counterpoint Research (reported by Tom’s Hardware), the phasing out of Windows 10 is leading some users to switch to macOS, the operating system used on Apple’s MacBooks.

Apple’s PC shipments increased significantly in the third quarter of 2025, rising nearly 15% compared to the same period last year. According to Counterpoint Research, this growth is likely due to the success of their latest MacBooks and increased purchases by businesses.

MacBooks are increasingly common in businesses, particularly with the recent growth of artificial intelligence creating a new wave of users and employees. Whether you’re an Apple enthusiast or not, it’s difficult to ignore the impressive performance and efficiency of Apple’s own computer chips.

It’s unexpected to see Apple’s worldwide sales increasing faster than most major Windows PC makers, especially since Microsoft recently stopped supporting Windows 10. Regardless of the reason, the timing is noteworthy.

Lenovo has gained the most from the end of Windows 10

PC shipments worldwide increased by 8.1% in the third quarter of 2025 compared to 2024. This growth was largely due to the end of support for Windows 10, according to Counterpoint Research.

The research indicates that around 39% of computer users are still on Windows 10, a decrease from a few months prior as many upgraded to Windows 11.

With support for Windows 10 ending, many businesses and individuals are upgrading to new systems before the October deadline. Because almost 40% of computers still use Windows 10, this is expected to significantly boost PC sales over the next few years.

Counterpoint Research

Although Apple is predicted to ship around 15% more MacBooks in the third quarter of 2025 than it did in 2024, they aren’t currently ranked as the leading vendor by Counterpoint Research.

Lenovo experienced the biggest gains in PC sales during the third quarter of 2025, with sales up 17% compared to the previous year. The company has heavily invested in artificial intelligence for several years, and Luca Rossi, President of Intelligent Devices at Lenovo, is confident they are well-positioned to become the leading PC vendor.

ASUS, known recently for creating highly-rated Windows laptops – including one of the lightest and longest-lasting models of 2025 – saw a 14% increase in profits during the third quarter. HP also performed well, with a 10% year-over-year profit increase.

Dell’s PC shipments decreased by 1% worldwide in the third quarter of 2025. According to Counterpoint Research, this was likely because businesses were more careful with their spending. While it’s interesting to consider, it’s also possible that Dell’s significant rebranding in January 2025 – which included discontinuing popular lines like XPS and Inspiron – played a role in the decline.

HP refreshed its entire PC range in 2024, and sales have continued to increase since then, as shown by research from Counterpoint.

Apple, ASUS, Dell, HP, and Lenovo together control around 75% of the worldwide computer market. According to Counterpoint Research, other, smaller computer brands experienced either no growth or a decrease in sales.

The AI PC boom is only beginning in 2025

While Apple has likely attracted some users replacing older Windows 10 computers, industry analyst Minsoo Kang believes the real growth in AI-powered computers is just beginning. And it appears Windows PCs are poised to benefit the most from this trend.

Currently, most growth in the PC market is coming from people switching operating systems. But the introduction of PCs with built-in AI has the potential to create even bigger changes. However, the impact of these AI PCs hasn’t fully shown up in the sales figures for the third quarter of 2025.

Counterpoint Senior Analyst Minsoo Kang

Counterpoint predicts a large increase in sales of AI-powered laptops starting in 2026. This growth will be driven by new processors from Qualcomm (Snapdragon X2 Elite), Intel (Panther Lake), and NVIDIA, all designed for Windows laptops.

FAQ

Can I still use my Windows 10 PC after October 14, 2025’s End-of-Life date?

Now that the deadline of October 14th has passed, your Windows 10 computer will keep working as usual. But eventually, the last official security update will become outdated, which could leave your computer vulnerable to threats.

How do I enroll in the Windows ESU program?

After hearing concerns from its users, Microsoft is offering free Extended Security Updates (ESU) for Windows 10. This will provide continued security protection for an additional year, until October 13, 2026.

Here’s everything you need to know about Windows 10 ESU, including how to activate it on your PC.

Can I upgrade my Windows 10 PC to Windows 11?

Whether or not you can upgrade to Windows 11 depends on your computer’s hardware. Windows 11 has certain hardware needs, but you might be able to update without needing to think about Windows 10 becoming unsupported.

How many PCs are still running Windows 10?

By the end of 2025, almost 40% of all computers worldwide will still be running Windows 10. This means hundreds of millions of users will need to upgrade soon.

How much have Mac sales grown?

Apple’s Mac sales increased by 14.9% globally in the third quarter of 2025, according to Counterpoint Research. This growth is among the highest seen from leading PC companies.

Are other PC makers benefiting too?

Lenovo, Asus, and HP have all experienced significant growth in computer shipments as people and businesses upgrade their devices. Dell, on the other hand, has seen a small decrease in shipments.

Is Linux also seeing growth?

Despite being a popular alternative, Linux hasn’t seen the biggest gains. So far, Apple has benefited the most. Businesses generally favor systems with reliable support from a major company and broad software compatibility.

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2025-10-27 17:14