Apple’s Mac has beaten Dell in Western Europe – Canalys

Apple has overtaken Dell in Western European PC sales, the latest Canalys data confirms. The iPad convincingly remains the most popular tablet in Western Europe.

Apple share grows as market declines

This is the pattern we’ve seen across the last few months. PC sales for every vendor have declined, but Apple has been less impacted than its peers, which means it continues to grow relative market share.

But the big news may be Apple overtaking Dell.

The latter saw a 40.7% year on year decline in PC shipments. It shifted 1,313 million PCs in Q1 23 compared to 2,213 million in the same quarter last year.

The pattern is similar across every PC brand. Lenovo is down 36.1%, HP fell 35.3&. Asus slipped 32.4%. Across the smaller brands outside the top five it has been a blood bath, with sales down 50.8%.

Apple isn’t immune.

The company has seen an 18.8% decline in sales, but that’s far better performance than its competitors. With 1,456 million Macs sold in Europe in Q1 2023, Apple sold more computers than Dell. It also sold more Macs than PCs sold by all the non-top five PC makers combined, which we’ve not seen before. As a result, Apple now has 14.6% market share, and if the current trajectory continues, we can now imagine it overtaking HP in the relatively near future.

Canalys does expect some growth across the rest of the year, but for Apple there has never been a better time to evangelize how the Mac is the best platform to run Windows.

The Windows transition is an opportunity for Macs

“As we approach the Windows 10 end-of-life in late 2025, the transition towards Windows 11 will also become a significant factor for device refreshes, particularly in the business segment,” Canalys said.

“As of Q1 2023, more than a third of surveyed EMEA channel partners reported that Windows 11 is a significant driver of their PC sales.”

It has also been a big driver of Mac sales, it appears. There’s little doubt that in businesses offering employees an upgrade choice the shift to Mac is becoming a tidal wave.

iPad continues to lead the pack

Tablets tell a similar story. Apple’s iPad sales fell 13.9%, but the company’s relative market share grew. It sold 2,276 million iPads in Q1 23 compared to 2,644m in Q1 22. That’s down, but in the context of a decline in tablet sales still gives Apple 44.1% of the market.

Closest rival Samsung (which experienced a 1.9% positive growth) holds 23.9%. All the other players saw decline. Lenovo – down 48.9%, Amazon – down 39.6% and Huawei down 47.2%.

The data points to the strength of Apple’s product argument, even in a damaged economy.

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