Apple's Mac Ends Up in Tablet Cannibal Pot, Too

Tablet cannibals have taken as big a bite out of Mac growth as they have out of personal computers in general, showing that Apple is not immune to the seismic shift it triggered with the iPad.

By Gregg Keizer
Mon, January 13, 2014

Computerworld — Tablet cannibals have taken as big a bite out of Mac growth as they have out of personal computers in general, showing that Apple is not immune to the seismic shift it triggered with the iPad.

During the 12 months preceding Sept. 30, 2013, the end of Apple's fiscal year, Mac sales contracted 10% compared to the same period a year earlier.

During the same stretch, PC shipments declined 11.5%, according to research firm IDC.

Not only have the declines between Macs and PCs been similar, so has the timespan of those losses. The Mac has been on a four-quarter contraction, while PCs overall have posted shortfalls for six.

The two haven't always been in sync.

In the second half of 2009 (see chart below), both Mac and PC shipments rose rapidly as the Great Recession faded and businesses and consumers re-opened their wallets to buy new machines. On the PC side the spree was prompted by Windows 7's debut and pent-up demand for replacement PCs after buyers had spurned its predecessor, Windows Vista.

But in 2010 and 2011, as Mac sales continued a torrid pace of growth -- above 23% for four straight quarters -- PC gains could not keep up. They began slumping, going negative in the first quarter of 2011 and never climbing above 5% that year. Meanwhile, double-digit Mac gains came to a halt only in the first quarter of 2012.

The Mac's greater stamina in sustained growth was in contrast to the fading fortunes of PCs, which analysts attributed to increasing defections to tablets, and then in late 2012, Windows 8's failure to rejuvenate the industry.

Under that thesis, tablets were the primary cause of slowing PC shipments, as dollars and time once spent on personal computers were diverted to tablets. That, in turn, led to even fewer PC purchases as consumers and some businesses realized that even if they still needed computers, they could greatly extend the time between replacing systems because older machines were still able to do the tasks demanded of them.

The numbers show that the Mac succumbed to noticeable cannibalization, too, just later than the PC.

While some might argue that Mac owners continued to buy new systems even as they acquired tablets, a more likely explanation is that Apple's ability to maintain growth was caused by a surge of new users. In 2011, for example, a year when PC shipments grew by less than 2%, the Mac's share of online users -- as tracked by metrics firm Net Applications -- increased by 22%, as some consumers switched from Windows PCs to Macs.

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