US PC Market Sees Recovery in 2024

In Q1 2024, PC shipments in the US (excluding tablets) grew by 5% year-on-year, reaching 14.8 million units. The consumer and small-medium business (SMB) segments were the primary drivers of this growth, each experiencing shipment increases above 9% year-on-year. This strong start to the year indicates a healthy recovery trajectory for the market, supported by the ongoing Windows refresh cycle. Total PC shipments in the US are expected to reach 69 million units in 2024 and grow by another 8% to 75 million units in 2025.

The consumer segment demonstrated the best performance for the third consecutive quarter, largely due to continued discounting after the holiday season, which boosted consumer demand. The commercial sector also showed improvement, particularly among SMBs, indicating the start of the anticipated refresh cycle driven by the end-of-life for Windows 10. This positive performance suggests that enterprise customers are likely to follow suit, contributing to a highly positive near-term market outlook.

Stable macroeconomic conditions in the US have resulted in healthier consumer spending and increased business investment in IT. The market is expected to gain further momentum over the next four quarters, coinciding with the greater availability of on-device AI capabilities. New products and user experiences are set to excite both consumers and businesses, driving the adoption of AI-capable PCs within the Windows and Apple ecosystems. Greg Davis, an analyst at Canalys, emphasized that the US is forecasted to lead in the adoption of these advanced devices as vendors and their partners focus on upgrading customers to premium AI-enabled devices, capitalizing on the significant market opportunity.

US Desktop and Notebook Forecast (Units in Thousands)

Segment	2023 shipments	2024 shipments	2025 shipments	2024 annual growth	2025 annual growth
Consumer	25,351	25,236	27,785	-0.5%	10.1%
Commercial	27,183	29,313	32,475	7.8%	10.8%
Government	3,817	3,877	4,211	1.6%	8.6%
Education	9,424	10,766	10,527	14.2%	-2.2%
Total	65,775	69,192	74,998	5.2%	8.4%

US Tablets Forecast (Units in Thousands)

Segment	2023 shipments	2024 shipments	2025 shipments	2024 annual growth	2025 annual growth
Consumer	33,840	34,688	36,344	2.5%	4.8%
Commercial	6,323	6,554	7,204	3.7%	9.9%
Government	484	439	371	-9.3%	-15.3%
Education	1,936	1,987	1,975	2.6%	-0.6%
Total	42,583	43,668	45,894	2.5%	5.1%

US Desktop and Notebook Shipments (Market Share and Annual Growth – Units in Thousands)

Vendor	Q1 2024 shipments	Q1 2024 market share	Q1 2023 shipments	Q1 2023 market share	Annual growth
HP	3,639	24.6%	3,733	26.6%	-2.5%
Dell	3,596	24.4%	3,801	27.0%	-5.4%
Lenovo	2,594	17.6%	2,119	15.1%	22.4%
Apple	2,102	14.2%	1,723	12.3%	22.0%
Acer	811	5.5%	787	5.6%	2.9%
Others	2,024	13.7%	1,890	13.4%	7.1%
Total	14,766	100.0%	14,053	100.0%	3.3%

US Tablet Shipments (Market Share and Annual Growth – Units in Thousands)

Vendor	Q1 2024 shipments	Q1 2024 market share	Q1 2023 shipments	Q1 2023 market share	Annual growth
Apple	4,928	50.8%	5,404	50.0%	-8.8%
Samsung	1,800	18.5%	1,765	16.3%	2.0%
Amazon	1,601	16.5%	2,041	18.9%	-21.5%
TCL	389	4.0%	602	5.6%	-35.4%
Microsoft	262	2.7%	375	3.5%	-30.1%
Others	723	7.5%	625	5.8%	15.7%
Total	9,703	100.0%	10,812	100.0%	-10.2%