AI-enabled PCs aren’t resurrecting the computer industry as hoped

Market leaders Apple, HP, and Lenovo battled slow PC market growth in 2024, with global shipments increasing only 1-1.3% despite the introduction of AI-enabled computers.

Market performance: The PC industry’s hoped-for recovery following 2023’s decade-low sales failed to materialize, with minimal growth despite new product launches and technological innovations.

• Global PC shipments grew by just 1.3% according to Gartner, while IDC reported a 1% increase year-over-year
• Major vendors including Lenovo, Apple, and Asus saw modest growth between 4-6% in their PC shipments
• The market’s performance fell short of analyst predictions that had anticipated stronger recovery

AI adoption challenges: The introduction of AI-enabled PCs failed to stimulate significant market growth, primarily due to pricing concerns and unclear value propositions.

• High prices for AI-equipped PCs deterred consumer adoption
• Economic uncertainties in key markets like China and parts of Europe suppressed demand
• Industry analysts note that while on-device AI is inevitable, current market conditions and tight budgets are hampering adoption

Economic factors: External economic pressures and policy uncertainties continue to impact the PC market’s recovery potential.

• The potential for new tariffs on Chinese and Mexican imports under an incoming Trump administration could increase product costs
• Economic challenges in key markets have contributed to subdued consumer spending
• Qualcomm’s planned introduction of budget-friendly Snapdragon X chip laptops starting at $600 could help address pricing concerns

Future outlook: While immediate growth remains constrained, industry developments suggest a complex path forward for PC manufacturers and consumers.

• The anticipated Windows 12 release failed to materialize, removing one potential catalyst for market growth
• Business upgrades from Windows 10 haven’t driven significant sales increases
• Manufacturers face the challenge of balancing innovation with affordability as they introduce AI capabilities

Market dynamics and implications: The PC industry’s slow growth reflects broader challenges in balancing technological advancement with market realities and consumer needs, suggesting that meaningful recovery may require either more compelling use cases for AI features or more accessible pricing strategies.