European Mac Shipments Dropped 23% in Q4 2022 [Report]

Apple shipments of Macs in Western Europe dropped 23% in Q4 2022 but the company still outperformed the market which saw a huge 38.5% year over year drop in shipments, according to a Canalys report.

Western European PC (desktop, notebook and workstation) shipments fell by 38% year-on-year to 10.7 million units in Q4 2022 according to the latest Canalys estimates. Notebooks performed worst, with 8.6 million units shipped, 40% less than a year ago. Desktop shipments also faced a significant decline, down 29% to 2.1 million units. The tablet market also suffered from muted consumer spending as shipments dropped 17% to 6.6 million units. For the full year 2022, PC and tablet shipments fell 21% and 18% respectively. The market is expected to face further declines for most of 2023, but return to growth in the final quarter of the year.

"Despite heavy discounting, consumer PC shipments to the region fell 27% between Q3 and Q4 last year," said Canalys Research Analyst Kieren Jessop. "A substantial sequential drop for the holiday quarter underscores both the impact the current economic situation is having on demand and the extent to which inventories have bloated. However, it's also important to keep in mind how saturated the market became over the course of the pandemic. From Q2 2020, Western Europe posted eight consecutive quarters with consumer PC shipment volumes that were higher than in the holiday quarter of 2019. Meanwhile, commercial demand waned as businesses faced further pressure from interest rate hikes by the ECB, which have continued in the early months of 2023. Prioritizing budgets away from IT investment has halted the momentum of PC shipments that had started to pick up after COVID-19 restrictions were lifted."




Lenovo and HP ranked first and second for shipments in the quarter but saw huge shipment declines of 35% and 43% respectively. Dell came in third with a 42% decline in shipments. Apple was fourth with its drop of 23%; however, it managed to increase its market share from 10.5% to 13.2% for the quarter. Finally, ASUS came in fifth with a decline of 25%.

Canalys believes that while PC shipments in Europe will continue to decline 7% in 2023, they will return to growth of 12% in 2024.

Notably, this report lines up with another which claimed that Apple stopped production of its M2 chip in January and February due to plummeting MacBook sales.


More details in the full report linked below...

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