The PC market saw a considerable drop in the first quarter of 2023, according to Canalys and IDC, with a drop in global computer shipments ranging from 29 to 33% compared to the previous year. Even HP, which ranked second, suffered a drop of 24%, while Apple suffered the worst drop with more than 40%.
The PC market has been in a difficult situation since 2019, marked, in the first quarter of 2023, by a sharp drop in global computer shipments. According Canalys et IDC, shipments fell 29-33% year over yearan almost historic drop.
This time, none of the major brands have been spared. HP, which ranked second, saw a 24% drop in shipments, while fourth-placed Apple suffered the worst decline with a drop of more than 40%. ASUS, Dell and Lenovo also took a hit of around 30%.
Why are PC sales collapsing in 2023?
The reasons for this drop are multiple. Firstly, customers are hesitant to buy PCs in a turbulent economy, where inflation runs wild. On the other hand, the pandemic-era remote work boom continues to falterand people can’t afford new machines or are already fully satisfied with the ones they bought.
While it’s unclear why Apple has struggled more than its peers, it may be because it typically targets the high-end market and is more vulnerable to poor economic conditions. However, despite a slowdown in M2 chip production, Apple’s transition to in-house chips has helped it avoid the tough times that Windows vendors have faced in recent years.
Despite this difficult situation, analysts remain optimistic for a recovery in the PC market in the second half of 2023. Canalys believes this is the worst drop the PC market will see in 2023, while both research groups expect a quick recovery. Old computers will need to be upgraded, including Chromebooks in schools, while businesses will update their systems to Windows 11, an operating system that is still struggling to win. IDC also sees the slowdown as giving manufacturers a chance to move some production out of China.
However, IDC warns. The PC industry could experience a ” slog if recessions continue through 2024. In other words, a market rebound could take time, much of the time. Brands will have to play it safe with computers they know are likely to sell, rather than experimenting with unusual designs.
