Recent analyses highlight trends in the consumer technology sector, particularly regarding traditional PC shipments and the emergence of artificial intelligence (AI) integration in devices. According to data from IDC, government subsidies in China were a significant influence on the consumer segment's robust performance in the fourth quarter of 2024. Jitesh Ubrani from IDC noted, "Q4 government subsidies in China led to better than expected performance within the consumer segment," indicating that financial incentives played a key role in boosting sales. He added that “beyond that, the US and some European countries also showed strong performance due to end-of-year sale promotions, as well as enterprises continuing on the path of upgrading hardware before the end of support for Windows 10 which is scheduled for October 2025.”
The data reveals an overall growth in traditional PC shipments, with Lenovo leading the market. The preliminary results for the fourth quarter of 2024 showed Lenovo with 16.9 million shipments, capturing a market share of 24.5%, followed by HP Inc with 13.7 million shipments (19.9% market share) and Dell Technologies, matching its previous year’s performance with 9.9 million shipments (14.4% market share). Notably, Apple reported a significant year-over-year growth of 17.3%, increasing its shipments to 7 million units (10.1% market share). Meanwhile, ASUS saw an 11.7% increase, reaching 4.7 million shipments (6.9% market share).
Despite this positive trend, challenges persist within the industry. As noted by Ryan Reith, IDC's Vice President, “when the industry is trying to push new AI PCs that come with higher cost at a time when use cases are still being vetted and budgets are tight, that is clearly going to be a challenge.” However, he emphasised that “on-device AI for PCs is inevitable,” suggesting that while the current market may be competitive and budgets constrained, the integration of AI technologies into consumer devices appears to be a certainty in the forthcoming years.
The overall growth in shipments, which increased by 1.8% year-over-year to a total of 68.9 million units in Q4 2024, reflects a marketplace in transition, balancing the urgent need for technological advancements with cautious consumer spending and enterprise upgrade cycles. As manufacturers continue to navigate these dynamics, the interplay of emerging technologies and market strategies will significantly shape the future landscape of the PC industry.
Source: Noah Wire Services