The secrets of how Apple’s MacBooks weathered the laptop crisis

Laptops plunge into darkness for the fifth consecutive quarter. Global shipments fell 15% to a total of 56 million units in the third quarter of 2022, according to Strategy Analytics. Among the seven major producers, Apple stands out with a 26% increase in MacBook sales, where its major competitors (LenovoHP, Dell et Asus) show drops from 16 to 32%.

The performance of the mele brand is explained by its premium positioning, a market segment considered insensitive to the deterioration of the economic environment. It benefits from a loyal clientele, which still has the means to purchase its products despite rising inflation and declining purchasing power affecting other categories of consumers.

Success of the latest MacBook generations

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