Computing device saturation in developed markets and economic challenges grew day by day in the EMEA market at the end of 2022, dropping notebook PC shipments -28% year-on-year to 48.8 million units. Commercial demand returned to the pre-pandemic pace and the consumer segment continued to struggle as recession fears and inflationary pressure on household budgets restrict their spending on unnecessary items for short term. On the back of new products with the M2 chip, Apple ended the full year 1% higher than 2021, which was the best growth among top vendors for 2022.

Exhibit: Low Q4 Notebook PC Results Dragged Down Year Total 2022 (All figures are rounded; Source: TechInsights, Inc.)

Macroeconomic challenges continue to put pressure on the EMEA market, while North America, Japan, and China commercial spending declined significantly compared to last year. The launch of new notebook PC models and CPU/GPU generations will keep the commercial and channel sales going during the first half of 2023, while demand for older devices and processors is expected to remain low in first half of 2023 due to global economic challenges impacting the wider market.

Apple shipments remain high compared to pre-pandemic level as demand for the new MacBook Air with M2 remained high across consumers and channel partners/resellers, while MacBook Pro shipment declined in double digits due to sluggish commercial demand. Chromebook shipments outside the US remained sluggish due to government spending on education reducing significantly; as a result, educational institutions are buying tablets over laptops.

• Lenovo remains on the top spot with 24% market share and 11.6 million units in Q4 2022, representing a -29% decline from the 16.2 million shipped the year prior and a -10% decline compared to the previous quarter

   

• HP secured the second position with 21% market share (their highest share in a full year) and 10 million shipments, a -30% decline compared to the similar period last year and 4% growth compared to previous quarter

   

• Dell remained at third position despite significant shipment decline (-38% YoY), as shipments reached 8.1 million units for notebook PCs as North America commercial demand declined significantly

   

• Apple finished fourth in market share as MacBook shipment reached 5.8 million units (-12% decline YoY) during the holiday quarter as macroeconomic challenges in the US, Europe, and Asia (excluding China) put dampened demand for newly launched products

• Asus maintained its fifth spot for the second quarter in a row with 8% market share as they managed to ship 3.9 million notebook PCs, a -22% decline year-over-year, benefitting from their expanded commercial ecosystem

For more information, the full report from TechInsights’ (formerly Strategy Analytics) Connected Computing Devices channel, Preliminary Global Notebook PC Shipments and Market Share: Q4 2022 Results can be found here: https://www.strategyanalytics.com/access-services/devices/tablets-and-pcs/connected-computing-devices/market-data/report-detail/preliminary-global-notebook-pc-shipments-and-market-share-q4-2022-results-080223