It is a symbolic Cape: in the US, Apple has seen on the last quarter of its market share in sales of personal computers exceed 10, based on studies of firms Gartner (10.4) and IDC (10.6). A first validate the strategy of gradual conversion of consumers across the Apple ecosystem: the success of the iPod and iPhone feed the increase in sales of Macs. The annual results published Monday, October 19, will confirm this trend. The group, whose stock market has an another symbolic cap by pushing the bar of the $ 300, specified should try to accentuate its breakthrough in lifting the veil the week next on a new Mac operating system.
Performance of Apple - which does not exceed 5 of the global market - in contrast to the overall evolution of the sector. After an outstanding first half sales up 25, the PC market saw growth slowing dramatically in the third quarter. According a Gartner study, sales "only" grew 7.6 in the last three months, with 88.3 million elapsed units. A disappointment for Gartner analysts, who foresaw an increase of 13. His IDC finds 11, compared to 14 expected growth.
Several reasons explain this reversal of trend. First of all, economic environment. "The situation has evolved, with new uncertainties." "It is felt at the level of the application of the general public, much more hesitant," said Ranjit Atwal, Director of research at Gartner. The slowdown is noticeable in developed markets: the United States, the increase in sales is limited to 4 over the period, according to IDC. If laptops are the most viewed products, growth fall in this segment, following two exceptional years.
The period of receipt, usually conducive to the renewal of equipment, has been disappointing. Consumers responded less promotions offers now. "The manufacturers pricing policy is less aggressive," justifies Ranjit Atwal. Their room for manoeuvre is limited by the rise in the prices of the components itself guided by tensions on the offer and the adverse currency effects.
The offensive of the tablets
The emergence, sudden market of touch tablets, illustrated by the success of the iPad in April, weighed on sales of laptops. "There is a growing interest in this type of product, confirms Ranjit Atwal.". And consumers are adopting a wait position to find out if they replace their laptop by a tablet. "An expectation reinforced by the multiplication of ads from manufacturers that have all promised to market their"iPad killers"early 2011. "netbooks" would already be the first victims of the shelves (read below). On business, demand remains strong. Dell and Lenovo are the main beneficiaries. Respectively, they saw their growth increase by 9 and 33. Performance contrast with those of the world number one HP (0.5) and his dauphin Acer (-2), focused on the general public.
The slowdown in growth in the third quarter would however be only an accident of course. Sales were again accelerated in September, guarantees IDC, echoing the words of Intel, Tuesday evening, with the publication of its quarterly results. Gartner expects his side to a return to the double-digit growth of PC sales in the last quarter.
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