Windows 10's decade-long run ended on October 14, 2025, when Microsoft pulled full support for the OS. Windows 10's End-of-Life status means that it no longer receives important security updates — barring a few steps on your side — driving users to search out a new Windows 11 PC.
At least, that's the idea that Microsoft had in mind. It has spent a significant amount of money marketing Windows 11 as the next best thing, but users have been hesitant to make the switch.
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A study published in July suggested that roughly 50% of Windows users were still on Windows 10, and despite the cutoff date for the OS having come and gone, I suspect there are a lot of people who haven't yet made the change.
Or, perhaps, those Windows 10 users have simply found somewhere else to compute.
A new study from Counterpoint Research (via Tom's Hardware) suggests that the end of Windows 10 is actually pushing previous Windows users towards macOS, which runs on Apple's MacBooks.
Apple's global PC shipments rose by an impressive 14.9% in Q3 2025 compared to the same quarter in 2024, which Counterpoint suggests is "thanks to popular new MacBook models and enterprise adoption."
Indeed, MacBooks are becoming ever more popular for enterprise customers, especially as the AI boom has introduced an entirely new sector of users and employees. Fan of Apple or not, it's hard to deny the power and efficiency of Apple's custom ARM-based silicon.
No matter the root cause, seeing Apple's global shipments climb by more than all but one of the major Windows PC manufacturers around the same time that Microsoft pulled support for Windows 10 is surprising.
Lenovo has gained the most from the end of Windows 10
It's important to point out that global PC shipments rose by 8.1% in the third quarter of 2025 compared to the previous year, which Counterpoint aptly states was mainly driven by Windows 10 End-of-Life (EoL).
The study also suggests that just less than 40% of PC users are still using Windows 10, naturally down from a few months ago, as users made last-minute switches to a modern Windows 11 PC.
The Windows 10 sunset has effectively acted as an industry-wide refresh timer, prompting both enterprises and consumers to replace aging systems ahead of the October deadline. With nearly 40% of the current PC installed base still on Windows 10, this replacement cycle is poised to be a major catalyst for PC market growth over the next few years.
Counterpoint Research
Apple might have shipped 15% more MacBooks in Q3 2025 compared to 2024, but it's not at the top of Counterpoint's list.
Global PC shipments in the third quarter of 2025 benefited Lenovo the most, which saw a 17% increase in sales year over year. Lenovo has been all-in on AI for years, and the company's Executive VP and President of Intelligent Devices, Luca Rossi, believes Lenovo is primed to take over the market completely.
ASUS, which has lately made some of our favorite Windows laptops — including one of the lightest and longest-lasting notebooks of 2025 — also made a 14% gain in Q3, while HP hit a 10% increase year over year.
Unfortunately, Dell's global PC shipments fell by 1% in Q3 2025. Counterpoint suggests this was due to "more cautious enterprise buying in its core segments." It's fun to entertain the idea that Dell's massive January 2025 rebrand, which killed XPS, Inspiron, and more, had something to do with it.
However, HP also rebranded its entire PC lineup in 2024, and it has only grown since then, according to Counterpoint's research.
Altogether, the five major brands — Apple, ASUS, Dell, HP, and Lenovo — make up about three-quarters of the global market. Counterpoint says that "smaller OEMs, by contrast, saw flat or declining volumes."
The AI PC boom is only beginning in 2025
Apple might have gained a chunk of users who are seeking refuge from the end of Windows 10, but Counterpoint Senior Analyst Minsoo Kang suggests that the AI PC boom is only getting started.
And it seems that it will benefit Windows PCs the most.
While the current growth is primarily driven by OS migration, the industry is poised for an even more profound transformation with the rise of the AI PC. However, this next wave of growth has not yet fully materialized in the Q3 2025 numbers.
Counterpoint Senior Analyst Minsoo Kang
Counterpoint expects a "significant ramp-up in AI PC shipments" after 2026, and it will be powered mainly by the new Qualcomm Snapdragon X2 Elite silicon, Intel Panther Lake, and NVIDIA's collaborative chips, which are all being built for Windows laptops.
FAQ
Can I still use my Windows 10 PC after October 14, 2025's End-of-Life date?
Yes, your Windows 10 PC will continue operating normally now that the October 14 cutoff date has passed. However, the final official security patch will eventually stop being relevant, putting you and your PC at risk.
How do I enroll in the Windows ESU program?
Due to pushback from Windows users, Microsoft introduced the Extended Security Updates (ESU) program. It'll keep your Windows 10 PC secure for an extra year, up to October 13, 2026, and it's free to enroll.
Here's everything you need to know about Windows 10 ESU, including how to activate it on your PC.
Can I upgrade my Windows 10 PC to Windows 11?
That depends on what sort of hardware you have in your Windows 10 PC. Windows 11 comes with some extra hardware requirements, but there's a chance you can simply update to Windows 11 and not have to worry about Windows 10 EoL.
Check out our full guide on how to upgrade from Windows 10 to Windows 11 for more information.
How many PCs are still running Windows 10?
As of late 2025, nearly 40% of the global installed PC base is still on Windows 10. That’s hundreds of millions of devices facing an urgent upgrade decision.
How much have Mac sales grown?
According to Counterpoint Research, Apple’s global Mac shipments grew 14.9% year‑over‑year in Q3 2025. That’s one of the most substantial gains among major PC vendors.
Are other PC makers benefiting too?
Yes. Lenovo, Asus, and HP have all seen double‑digit shipment growth as businesses and consumers refresh their fleets. Dell, however, has struggled, with shipments declining slightly.
Is Linux also seeing growth?
Year of Linux? No. While Linux is often discussed as an alternative, the biggest beneficiary so far has been Apple, not Linux. Enterprises tend to prefer ecosystems with strong vendor support and mainstream app compatibility.
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