Windows 10 End of Support Sparks PC Refresh and MacBook Uptick

Microsoft’s end-of-support deadline for Windows 10 has done more than sharpen upgrade timetables — it has re‑arranged buyer behavior, accelerating a PC refresh that is handing Apple a rare win in the notebook market as a meaningful portion of Windows 10 users choose MacBook hardware over the official Windows 11 upgrade path.

Background​

The formal end of mainstream support for Windows 10 created a hard deadline for millions of devices worldwide. Microsoft’s lifecycle plan and related Extended Security Updates (ESU) options mean that after the cutoff, many machines will stop receiving regular security patches unless they enroll in paid ESU or move to Windows 11. That reality produced a one‑time, high‑urgency replacement wave during the third quarter of 2025 that lifted global PC shipments roughly into positive growth territory.
Market trackers and industry analysts reported two converging facts during that quarter: global PC shipments rose notably year‑on‑year, and Apple’s Mac shipments grew at a substantially faster rate than the market average. The headline numbers widely circulated in press coverage show Mac shipments increasing by roughly 14.9% year‑over‑year in Q3 2025 while the total PC market grew in the high single digits. At the same time, research houses estimated that around 40 percent of active PCs were still running Windows 10 as the support deadline approached — a large enough installed base to make the upgrade cycle a major industry event.
These figures are best read as consistent signals from industry measurement firms and device telemetry: there is a clear, measurable refresh cycle, and Apple is one of the principal beneficiaries.

---

Why many Windows 10 users are choosing MacBook over Windows 11​

1. Hardware compatibility friction: the TPM and CPU story​

One of the simplest technical reasons people are bypassing Windows 11 and buying Macs is compatibility. Windows 11’s minimum system requirements raised the bar compared with Windows 10: a 64‑bit processor with a supported CPU, TPM 2.0, UEFI with Secure Boot, at least 4 GB RAM and 64 GB storage, and a DirectX 12 compatible GPU. That combination of a TPM 2.0 requirement and Microsoft’s supported‑CPU lists left a large installed base of older but still serviceable PCs unable to upgrade cleanly.

• Many decade‑old and some mid‑generation laptops lack a TPM 2.0 module or an OEM firmware option to enable it.
• Some machines meet raw CPU speed and RAM requirements but are not on Microsoft’s supported‑CPU whitelist, complicating upgrade eligibility.
• UEFI/Secure Boot and older BIOS/legacy configurations add another barrier for casual users.

For users who want a straightforward new machine rather than a fiddly hardware workaround, buying a modern MacBook is often perceived as a cleaner, lower‑friction route than hunting for OEM firmware settings or applying unsupported registry workarounds.

2. Apple’s hardware‑software integration and performance claims​

Apple’s MacBook lineup — particularly models powered by Apple Silicon (M‑series chips) — offers a compelling combination of performance, battery life, and thermal efficiency. The M‑series architecture emphasizes unified memory, hardware‑accelerated machine learning (neural engine), and tight long‑term power/performance consistency.

• MacBook Air and MacBook Pro models with current Apple chips deliver notable single‑thread and multi‑thread performance while consuming less power than some Intel/AMD alternatives.
• For many content creators, students, and professionals, real‑world battery life and quiet operation are visible productivity wins compared with older Windows laptops.

These strengths have been reinforced by Apple’s steady product cadence and aggressive pricing promotions (education discounts, seasonal promotions, trade‑ins), which narrow the effective cost difference for many buyers.

3. The Apple ecosystem and perceived security​

Beyond raw hardware, the Apple ecosystem exerts a gravitational pull. macOS with Apple‑owned hardware offers:

• A unified update and lifecycle model.
• Tight integration with iPhone, iPad, and cloud services (file handoff, continuity, iMessage/FaceTime integration).
• A familiar environment for users who already own Apple hardware.

Security and perceived reliability are also influential. For users worried about running an unsupported version of Windows or about the complexity of ESU enrollments and enterprise patching, macOS can feel like a lower‑maintenance option.

4. Enterprise and education incentives​

Enterprises and schools renewing fleets face procurement decisions that balance compatibility, security, lifecycle cost, and user experience. In many cases:

• Procurement teams are offering MacBook options where software compatibility allows.
• Education discounts and institutional Mac leasing models make Apple devices more affordable for students and faculty.
• The desire to “future‑proof” with devices that support emerging workloads (including localized AI acceleration) makes the MacBook and higher‑end Windows laptops both attractive — and in some procurement scenarios, Macs win on total cost of ownership and user satisfaction.

5. The perception of a ‘clean break’​

For users who have lived with a decade‑old machine and an OS they no longer trust, buying a Mac is psychologically a “fresh start”: a new platform, a new warranty, and an ecosystem that updates frequently without complex per‑device compatibility checks. That perception matters in purchasing decisions even when purely financial calculus would favor a Windows replacement.

---

What the data actually shows (and what it doesn’t)​

The industry snapshot for Q3 2025 reveals three consistent points across multiple analyses:

• Global PC shipments returned to positive year‑over‑year growth, driven in large part by an OS migration and replacement cycle.
• Major Windows PC vendors captured most of the growth (Lenovo, Asus, HP among them), with Lenovo typically reported at the top of vendor rankings for the quarter.
• Apple’s Mac shipments rose at a rate well above the market average — often cited near a 15% year‑on‑year jump — reflecting increased demand for MacBooks during the replacement cycle.

Important caveats:

• Market numbers from different research firms (Counterpoint, Gartner, IDC and others) vary by methodology (sell‑in vs sell‑through, sampling windows), so exact unit totals and vendor percentages should be treated as industry estimates rather than single audited counts.
• The oft‑repeated line that “nearly 40% of the installed PC base still ran Windows 10” is a derived industry estimate based on telemetry, panel data, and device inventories. Multiple independent signals converged on the same ballpark (mid‑ to high‑thirty percent range), but the precise percentage fluctuates by geography and dataset.
• The Q3 spike is time‑bounded: manufacturers and IT teams accelerated purchases to hit the October 2025 deadline. That does not mean all future purchase cycles will look the same.

---

The AI PC factor: hype vs. purchase drivers​

The buzzword of the year has been AI PC — laptops with dedicated neural processing units (NPUs) or other on‑device acceleration intended to speed AI tasks. Industry reports indicate manufacturers have started integrating NPUs and pitching AI readiness as a selling point, but the feature set has not yet driven mass‑market adoption.

• Enterprise buyers are considering AI capabilities when planning multi‑year refresh cycles, but most buyers still prioritize reliability, battery life, and long‑term performance.
• The first broad wave of AI‑centric silicon and software platforms is expected to influence procurement more strongly after new chip platforms mature and ecosystems standardize.

MacBooks already pack fast neural engines in Apple Silicon, and Apple’s messaging around on‑device intelligence can make Macs attractive for buyers who want AI functionality integrated into the OS and apps out of the box.

---

Why not everyone is switching to MacBook​

Several important counterpoints temper the narrative that Windows 10 users are broadly abandoning Windows:

• Compatibility: Many professional applications, legacy enterprise software suites, and specific peripherals remain Windows‑centric. For those workloads, a Windows replacement laptop or an enterprise upgrade path is the only practical option.
• Price sensitivity: Even with deals and education pricing, the upfront cost of a new MacBook can be higher than a Windows laptop that meets immediate needs.
• Device management and standardization: Large organizations standardize on specific endpoints, imaging workflows, and management tools. Shifting to macOS can introduce new deployment complexity and licensing conversations.
• DIY upgrade paths and ESU: Some users and administrators opt for alternative strategies — buying new Windows 11‑compatible PCs from OEMs, enabling ESU for a temporary bridge, or using unofficial installation workarounds on eligible hardware (with attendant risk).

Consequently, the PC market story of Q3 2025 is one of rebalancing, not wholesale platform abandonment. Major Windows OEMs (Lenovo, Asus, HP) also posted strong growth as customers with Windows‑centric needs upgraded their fleets.

---

Risks and trade‑offs of switching to MacBook​

Switching ecosystems is not a zero‑cost decision. Buyers should consider concrete trade‑offs:

• Software compatibility: Some specialized Windows apps don’t have macOS ports. Although options like virtualization (Parallels, VMware Fusion) and Boot Camp‑style solutions exist in certain cases, they add cost or reduce some native benefits.
• Peripheral and driver support: Legacy accessories and some niche hardware may require Windows drivers or manufacturer support that’s not available for macOS.
• Enterprise management: Organizations using Windows Group Policy, SCCM, or specific management stacks will need new tooling and policies for macOS fleets.
• Learning curve and productivity friction: Users rooted in Windows workflows can see short‑term productivity dips while they adapt to macOS conventions, keyboard shortcuts, and file organization practices.
• Repairability and upgrades: Many modern MacBooks have soldered or integrated components that limit future upgrades, whereas some Windows laptop families still offer user‑replaceable RAM and storage on certain models.

These factors mean the “switch” often requires planning rather than an impulsive purchase.

---

Practical advice for users deciding between upgrading to Windows 11 and buying a MacBook​

• Audit your software and hardware
• List the apps and peripherals you rely on. Confirm macOS compatibility or workable alternatives (web apps, virtualization).
• Check Windows 11 compatibility first
• Use manufacturer tools and Microsoft’s official compatibility checks to discover whether your PC meets TPM 2.0, UEFI/Secure Boot, and CPU requirements.
• Compare total cost of ownership
• Include trade‑in credits, extended warranties, potential virtualization software, and the cost of retraining or migration tools.
• Evaluate support and lifecycle
• For business users, consider vendor support terms, fleet management tools, and security patch timelines.
• Consider ESU only as a bridge
• If hardware is incompatible and you’re not ready for a new purchase, ESU can buy time — but it is a temporary, paid remedy.
• If switching, plan application migration
• Use cross‑platform cloud services, set up virtualization for Windows‑only apps, and test workflows before committing fleet‑wide.

---

Enterprise perspective: Why many IT teams still buy Windows PCs​

Even as Macs capture headlines for growth, Windows OEMs dominated overall volume gains in the quarter. IT teams frequently choose Windows endpoints for reasons that include:

• Existing management infrastructure (Active Directory, Intune with Windows Autopilot).
• Industry‑specific software dependencies.
• Broader choice and price tiers across vendors, facilitating budget and procurement flexibility.
• Emerging AI PC roadmaps that are currently more tightly aligned with x86 vendors and Windows software stacks for certain enterprise AI workloads.

For many organizations, a mixed‑device strategy — supporting both macOS and Windows clients — will be the pragmatic outcome of the migration cycle.

---

What the shift means for Microsoft and PC vendors​

The temporary migration boost validates several long‑standing points about the market:

• A fixed lifecycle event (end‑of‑support) can be a major industry driver when a large installed base remains on an older platform.
• Apple benefits when customers want a low‑friction, turnkey experience, especially where the buyer already participates in the Apple ecosystem.
• Windows OEMs who rapidly refresh compatible SKUs, include TPM and secure‑boot enabling firmware, and actively communicate upgrade pathways can capture replacement demand.
• AI‑ready features and NPUs will matter more in later cycles, suggesting 2026–2027 could be the period when AI PC narrative shifts from product marketing to procurement priority.

Microsoft’s longer‑term task is to balance platform security and modernization goals with realistic migration paths that reduce friction for large installed bases.

---

Unverifiable claims and cautionary notes​

• Percentage estimates such as “nearly 40% of active PCs are still running Windows 10” are consistent across multiple telemetry‑based reports but are not a single audited Microsoft disclosure; they should be treated as industry estimates rather than exact counts.
• Vendor growth percentages reported for a quarter fluctuate slightly between research firms because of differences in methodology (sell‑in vs sell‑through, regional weighting, channel timing). The directional story — a refresh lifted shipments and Apple grew faster than the market — is robust across datasets.
• Any claims about specific future AI PC adoption rates or which chip vendors will dominate later cycles are projections and should be read as forward‑looking industry expectations, not guaranteed outcomes.

---

Bottom line: timing and the buyer’s calculus​

Microsoft’s decision to end Windows 10 support created a compressed, high‑stakes replacement window. For many users, especially those who value simplicity, long battery life, and tight hardware‑software integration, buying a MacBook was the most straightforward path out of the compatibility maze. For businesses and users tied to Windows‑only applications, the upgrade cycle instead reinforced the vitality of traditional PC vendors and justified accelerated Windows 11 purchases.
The Q3 2025 market movement does not signal a platform collapse — rather, it exposes how lifecycle policy, hardware requirements, and ecosystem value combine to shape real purchasing decisions. For users deciding now, the priorities are clear: check compatibility, tally the total cost of ownership (including migration costs), and choose the path — upgrade, ESU, or switch — that best matches software needs, security posture, and long‑term productivity goals.

---

Conclusion​

The end of Windows 10 support forced a practical choice on millions of users. For a significant subset, the clean, integrated experience of a MacBook — backed by modern Apple Silicon and a mature macOS ecosystem — won out over the technical headaches of upgrading older hardware to Windows 11. At the same time, the broader PC market and enterprise replacement cycles delivered gains across major Windows OEMs, underlining that the refresh was about replacement scale more than platform wholesale migration. The longer‑term narrative will be shaped by how quickly AI‑centric hardware and software ecosystems mature, how Microsoft and OEMs lower upgrade friction, and whether Apple can convert incremental gains into sustained share growth in mixed, enterprise‑grade environments.

---

Source: digit.in Why Windows 10 users are switching to MacBook instead of upgrading to Windows 11