Apple is gearing up to release its next-generation Mac computers equipped with M4 Pro and M4 Max chips, but before that, reports have emerged that Mac shipments have stagnated, and market share has slightly decreased. According to research from Canalys, Mac shipments in the second quarter of 2024 remained almost flat compared to the same period last year. This stagnation caused a slight drop in market share from 12.7% to 12.3%.

Meanwhile, the overall PC industry experienced 4% growth during the same period, with notebook PC demand increasing by 5% year-over-year. While Apple is expected to make a comeback with the introduction of the M4 series, there is keen attention on its next moves.

Stagnation in Mac Shipments Affects Apple’s Market Share

Reports show that Apple’s Mac shipments in the second quarter of 2024 remained almost unchanged compared to the previous year. Specifically, Mac shipments totaled 2.31 million units in Q2 2023, and this figure slightly rose to 2.322 million units in Q2 2024. As a result, Apple’s market share dipped slightly from 12.7% to 12.3%, highlighting a slowdown in growth.

Compared to the 4% growth in the broader PC market during the same period, Apple’s stagnation becomes more apparent. It is suggested that many consumers might be postponing purchases in anticipation of the new models, particularly the MacBook Pro and Mac mini with M4 chips. In this situation, all eyes are on how Apple will regain its presence in the market.

Apple has experienced shipment declines before the launch of new products in the past, and it is believed that the current dip is largely due to anticipation for new models. The key focus now is how much the upcoming M4 series will contribute to Apple’s recovery in market share.

Strong Growth in the PC Industry and Apple’s Current Position

The overall PC industry saw a 4% increase in shipments during Q2 2024 compared to the same period last year, reaching a total of 18.9 million units. Notably, the demand for notebook PCs grew by 5% year-over-year, highlighting robust growth in the industry, particularly driven by the enterprise sector.

According to Canalys analyst Greg Davis, the expansion of IT investments is driving large-scale PC refreshes (replacements), with enterprise sector shipments growing by 12% in the latest quarter. While growth rates for consumer and small-to-medium businesses (SMB) were not as high, they still showed healthy increases of 3% and 6%, respectively.

In contrast to these strong industry trends, Apple’s stagnation in Mac shipments represents relatively weak performance. However, this could be a temporary phenomenon tied to the anticipation of new product announcements, and Apple’s strategy to recover will be closely watched.

Expectations for a Comeback with M4 Pro and M4 Max

Apple is expected to reverse the trend with the upcoming M4 Pro and M4 Max chip-equipped Macs. As seen in the past, shipments of existing products often slow down before new hardware or upgrades are introduced, as users hold off on purchases.

When Macs with M3 chips were introduced last year, a similar trend occurred, with shipments rebounding after the launch. Likewise, the significant performance improvements and new features expected with the M4 series are likely to prompt many users to make purchases. This trend may lead Apple to once again expand its market share and widen the gap with competitors.

Moreover, with the introduction of the M4 Pro and M4 Max, Apple is expected to further strengthen its strategy targeting the enterprise sector and professional users. If successful in appealing to this segment, Apple could see a faster-than-industry-average increase in shipments.

Changes Expected with the New MacBook Pro and Mac mini

Apple is set to release new 14-inch and 16-inch MacBook Pro models alongside a redesigned Mac mini. Notably, the Mac mini is expected to feature a slimmer, more compact body and significant performance improvements with the M4 chip. These innovations could help Apple recover lost ground in Q3.

The new MacBook Pro models are also anticipated to offer superior performance with the M4 Pro and M4 Max chips, making them an attractive option for creative professionals and power users. As this user base purchases Apple products, the company is expected to see an increase in sales and market share.

Ultimately, the success of this product refresh depends on user reception. However, it is very likely that the release of new Macs will help Apple overcome the current stagnation and reignite growth.