Neither the best to buy a Mac nor Apple’s efforts to offer the best computer are enough to convince buyers. According to a Canalys report Mac sales in Western Europe fell 22.8% in the last quarter of last yearbut for other companies the situation is even worse.

The negative attitude of the market is no surprise to those who are bitten apples. During your search for quarterly earnings, Apple says Mac revenue fell year-over-year. Tim Cook himself stated that higher sales of M1 machines in 2021 meant lower demand for M2s and that the computer industry is shrinking. Panorama was not the best.

In addition to the above, a recent supply chain report has confirmed that Apple has stopped production of M2 chips for two full months; This was the first time the company stopped production of a current-generation chip due to falling demand.

Mac party is over

Mac shipments in the holiday quarter fell to 1.4 million, up from 1.8 million in the same quarter of 2021. Overall, the PC market fell 38.5%. All the major PC brands were worse off than Apple. According to Canalys, there are three reasons for this behavior.

• Market saturation due to the increase in shipments during the pandemic and the need to upgrade devices to work from home.
• The current economic environment with high inflation and layoffs creating an uncertain future.
• Increases in interest rates have made PC purchases more expensive for businesses.

Although the computer market is not as responsive as in previous years, Apple managed to convince with the iPad. According to the report by Canalys:

Apple’s launch of the 10th generation iPad in the fourth quarter helped expand its premium position in the Western European tablet market, which remained steady year-over-year in the fourth quarter. However, shipments for the full year 2022 fell 16% in line with the wider market.

After Apple, Samsung ranked second for the quarter and year and was the only major vendor to record 16.3% growth. Lenovo had a weak fourth quarter as tablet shipments fell 62% year-on-year, while Huawei retained fifth place despite a massive 66% drop in shipments.

The next few months won’t be any better. Canalys forecasts that the Western European PC market will continue to decline by around 7% instead of the 21% observed in 2022. And a possible recovery can only be seen in 2024.