- Global PC expeditions have increased in T2 2025, but reason is not consumer confidence
- The imminent end of Windows 10 obliges companies to upgraded cycles of urgent PCs
- Consumer expenses on personal devices have stalled, upgrades are probably delayed at 2026
The global PC market has seen shipments increase in the second quarter of 2025, but growth seems more linked to upgrades to short -term businesses and software deadlines than to renewed consumer demand.
The new CANALYS figures say that the world’s expeditions of office computers, notebooks and workstations climbed 7.4% in annual shift to 67.6 million units.
However, history behind this growth reveals a market more shaped by the life cycles of the operating system and commercial policy than by the confidence of buyers.
Temporary drivers behind the wave
The analyst company mainly believes that the end of life deadline for Windows 10 in October 2025 is the main factor that stimulates this increase.
“Despite global uncertainty, the deadline for the end of Windows 10 End of Support in October ensures the essential stability of the market, but affects consumers and commercial segments differently,” said Kieren Jessop, research manager at Canalys.
The deployments of corporate PCs have grown, while consumer demand blocked, as many people seem hesitant to spend in the midst of broader economic volatility, pushing improvements in personal devices in 2026.
This delay could then coincide with the retirement of many devices from the pandemic era, creating a potential consumption bump next year.
“The commercial refresh cycle provides a vital momentum for the market,” said Jessop, pointing to a recent survey which revealed that more than half of Canal’s partners expect their PC activity to increase in the second half of 2025, with almost a third planned growth by more than 10%.
This emphasis on improvements in laptops and desktops, rather than on organic demand from consumers, suggests that gains may not be durable beyond the Windows 10 deadline.
The seller’s landscape shows that Lenovo has retained the highest position with 17.0 million units sent, up 15.2% compared to the previous year.
HP followed with 14.1 million units, marking a modest increase of 3.2%, while Dell experienced a decrease of 3.0%.
Apple posted the strongest growth, up 21.3% to 6.4 million units, and Asus was not far behind with an increase of 18.4%.
A 9% increase in office shipping and a 7% increase in laptops, including the workstation PCs, have also helped stimulate the market.
In addition to Windows 10 and the commercial refresh cycle, growing tension surrounding global trade policy, in particular American prices, reshapes the PC supply chain.
“The evolving pricing policies of the Trump administration continue to reshape the world supply chains on PCs while throwing uncertainty about the resumption of the market,” said Ben Yeh, main analyst at Canalys.
Yeh has warned that even if PCs are exempt from prices for the moment, the situation is troubled.
“What started as a simple avoidance of China has become a complex regulatory labyrinth.”
The American trade agreement introducing new prices, 20% on Vietnamese products and up to 40% on the items deemed transhibited, manufacturers can see that the change of supply chain is no longer a viable way to manage costs on costs.
Overall, although the figures seem strong, the underlying engines of this growth are temporary and highly dependent on a fixed life cycle of software and fragile trade agreements.
