Apple imported a lot of Macs in Q1, but don’t believe marketshare increase claims yet

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Mac Support London - SupportPlan > Blog > Articles > Apple imported a lot of Macs in Q1, but don’t believe marketshare increase claims yet

New shipment estimates by supply chain analysts suggest that Apple may have gained computing marketshare in the first quarter of 2025, but the report ignores that shipments aren’t sales, and Apple stuffed the channel with hardware ahead of tariff impacts.

A sleek, metallic computer tower with a textured front panel featuring circular holes, resting on a desk beside a monitor.

Mac shipments jumped in 2025

Apple entered 2025 with faster shipment growth than rivals, with Mac shipments jumping 28.7%. Rivals HP, Dell and Lenovo managed only single-digit growth, according to Canalys data released on July 1.

Apple shipped roughly 2.7 million desktops and notebooks, raising its share of the U.S. PC shipment market to about 16%, up from just over 14% a year earlier in 2024. These figures measure what Apple sent into retail channels, not how many Macs were actually bought by end users.

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