All of his company's roughly 150 employees use Macs as their primary computers, he said.īusinesses were slow to adopt Apple's M1 computers because of concerns that key applications wouldn't be compatible. 'Once they start using a different product set in their home environments, they're more likely to adopt that environment in their professional settings,' Brooks said, speaking of the corporate leaders who make technology buying decisions.īrooks said he switched to a Mac as his main computer in 2017, and said he'd like an M2 machine in the future. Brooks said Apple is making headway among consumers, and he learned during his nine years at Microsoft that there's a positive correlation between consumer use and what happens at work. Most revenue from Windows licenses to device makers comes from commercial customers. That amounts to 7.5% of Microsoft's total revenue and almost 11% of gross profit, Morgan Stanley analysts led by Keith Weiss wrote in a note this week.Īs Microsoft loses market share, 'a lot of pricing control is lost in the marketplace,' said Brad Brooks, CEO of cybersecurity start-up Censys and formerly corporate vice president for Microsoft's Windows consumer business. Most of Microsoft's Windows revenue comes from licenses it sells to Dell, HP, Lenovo and other device makers. The first was the MacBook Air released last year, followed by updated models of the iMac, Mac Mini, and MacBook Pro laptop, and a new model for power users called Mac Studio.Īpple's newer devices have longer battery lives than their older Intel-based counterparts and plenty of processing power. Kitagawa said an updated forecast that will likely make Apple's performance look stronger is coming in the next few weeks.Īpple's Mac business has been revived by new devices sporting the company's own chips as a replacement for processors from Intel.

The firm expects Apple's share to move up to 10.7% in 2026 as Windows share slips to 80.5%. In 2021, Apple held 7.9% of worldwide PC shipments by operating system, while Windows controlled 81.8%, according to Gartner's estimates.

Mikako Kitagawa, an analyst at technology industry research company Gartner, said Apple could continue picking up market share with the M2 architecture. The new chip will include 25% more transistors and 50% more bandwidth than M1.

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