• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Charlie Wolf: Apple’s iPad is clearly cannibalizing PC sales

By
Philip Elmer-DeWitt
Down Arrow Button Icon
By
Philip Elmer-DeWitt
Down Arrow Button Icon
September 4, 2012, 7:55 AM ET

Source: Needham. Click to enlarge.

FORTUNE — Although Mac shipments grew faster than the overall PC market in calendar Q3 for the 25th quarter in a row, Needham’s Charlie Wolf sees cause for concern in latest data.

In his regular quarterly review of Apple’s (AAPL) Mac business, he notes:

  • The difference in Mac vs. PC growth rates — up 1.9% for the Mac compared with down 2.5% for all PCs, including Macs — is smaller than in previous quarters
  • Mac shipments to education fell 0.1% while overall PC sales to schools fell nearly 13.9% — the first definitive evidence, Wolf writes, that the iPad is cannibalizing PC sales in the U.S. (Apple sold nearly 1 million iPads to U.S. schools in the quarter.)
  • Overall PC shipments to the home rose 1.1% worldwide in Q3 while Mac shipments to the home fell 4.6%, an outsized decline Wolf attributes to delays in the Mac upgrade cycle.
  • The best news for the Mac: It continues to thrive in the business market. Mac units grew 56.6% in the U.S. even as overall PC sales fell 8.8%s. Worldwide, Mac business shipments increased 22.1% compared with a 4.5% decline in overall business sales.

“Notwithstanding its premium prices compared to the prices of Windows PCs,” Wolf concludes, “we expect that the Mac will continue to grow faster than the PC market, propelled by the twin halo effects emanating from the iPhone and iPad.”

Below: Three more charts from Wolf’s report.







About the Author
By Philip Elmer-DeWitt
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map

© 2025 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.


Most Popular

placeholder alt text
Personal Finance
Janet Yellen warns the $38 trillion national debt is testing a red line economists have feared for decades
By Eva RoytburgJanuary 5, 2026
1 day ago
placeholder alt text
AI
Experienced software developers assumed AI would save them a chunk of time. But in one experiment, their tasks took 20% longer
By Sasha RogelbergJanuary 5, 2026
2 days ago
placeholder alt text
Success
Blackstone exec says elite Ivy League degrees aren’t good enough—new analysts need to 'work harder' and be nice 
By Ashley LutzJanuary 5, 2026
1 day ago
placeholder alt text
Personal Finance
Current price of silver as of Monday, January 5, 2026
By Joseph HostetlerJanuary 5, 2026
2 days ago
placeholder alt text
Personal Finance
Current price of gold as of January 5, 2025
By Danny BakstJanuary 5, 2026
2 days ago
placeholder alt text
Future of Work
Bank of America CEO says he hired 2,000 recent Gen Z grads from 200,000 applications, and many are scared about the future
By Ashley LutzJanuary 3, 2026
4 days ago

Latest in

Delcy
PoliticsVenezuela
Venezuela’s new president steered $500,000 to Trump’s inauguration—in 2017
By Joshua Goodman and The Associated PressJanuary 6, 2026
5 hours ago
Trump
Energyoil and gas
Trump: Venezuela to sell 30m-50m barrels of ‘high quality’ oil to U.S. at market price
By Regina Garcia Cano, Aamer Madhani, Megan Janetsky and The Associated PressJanuary 6, 2026
5 hours ago
Personal FinanceCertificates of Deposit (CDs)
Best certificates of deposit (CDs) for January 2026
By Glen Luke FlanaganJanuary 6, 2026
7 hours ago
AIRecruiting
To ease recruiters’ fears of being replaced by AI, Zillow experimented with ‘prompt-a-thons.’ Now the real estate giant has 6 new recruitment tools
By Paige McGlauflin and HR BrewJanuary 6, 2026
8 hours ago
Kevin O'Leary
Arts & EntertainmentHollywood
Shark Tank’s ‘Mr. Wonderful’ Kevin O’Leary learned the hard way that movie sets don’t work like boardrooms on Marty Supreme
By Marco Quiroz-GutierrezJanuary 6, 2026
8 hours ago
lurie
North AmericaSan Francisco
‘We took our business community for granted,’ San Francisco’s new mayor admits to city’s failings, but vows not to move fast and break things
By Nick LichtenbergJanuary 6, 2026
8 hours ago