In a notable shift within the global PC industry, Taiwan-based Acer Inc. has overtaken its domestic rival Asustek Computer Inc., rising to the fifth spot in global PC shipments for the first quarter of 2025. This development, reported by international market research firm Gartner, reflects subtle but important market dynamics shaped by inventory strategies, geopolitical factors, and evolving enterprise needs.
🔍 In-Depth Analysis:
1. Acer’s Climb to Fifth Place
According to Gartner, Acer shipped 3.85 million units globally in Q1 2025, capturing a 6.5% share of the worldwide PC market. This allowed it to edge past Asustek’s 6.3% share, based on 3.72 million units shipped. It marks a reversal of fortunes from Q4 2024, when Asustek held a more commanding lead with a 7.4% share compared to Acer’s 6.4%.
2. Growth Rates Tell a Different Story
While Acer did gain market share, it’s worth noting that it achieved only 1.9% year-on-year growth in shipments—the lowest growth rate among the top six PC vendors. In contrast, Asustek saw a 9.1% increase, indicating stronger momentum in terms of demand recovery and channel performance.
This raises an interesting insight: Acer’s market share gain may not have stemmed from explosive growth, but rather from strategic positioning, optimized inventory distribution, or perhaps capitalizing on competitor slowdowns.
3. Global Market Trends
Total global PC shipments reached 58.95 million units, a 4.8% year-over-year increase. The U.S. market was a major driver, recording 12.6% growth to 16 million units. This surge is largely attributed to pre-emptive inventory builds by vendors anticipating tariff escalations under the Trump administration.
Meanwhile, Japan recorded a 15.6% increase, driven by enterprise upgrades due to the Windows 11 migration and increased Chromebook adoption—a trend that underscores Japan’s strong institutional tech refresh cycle.
4. Market Commentary: Beyond Numbers
“Despite this increase and the subsequent strong topline growth, underlying end-user demand remained cautious, even with the added boost from enterprises upgrading PCs for Windows 11,” said Rishi Padhi, Principal Analyst at Gartner.
This observation suggests that vendors may still be walking a tightrope between meeting demand and avoiding overstocking—especially in a volatile geopolitical and economic environment.
5. Top 6 Global PC Vendors (Q1 2025, Gartner)
| Rank | Company | Units Shipped | Market Share | YoY Growth |
|---|---|---|---|---|
| 1 | Lenovo | 15.28M | 25.9% | +9.6% |
| 2 | HP Inc. | 12.76M | 21.6% | +5.9% |
| 3 | Dell Inc. | 9.62M | 16.3% | +2.1% |
| 4 | Apple | 5.93M | 10.1% | +N/A |
| 5 | Acer Inc. | 3.85M | 6.5% | +1.9% |
| 6 | Asustek | 3.72M | 6.3% | +9.1% |
💡 Strategic Takeaways:
- Tariff concerns under the Trump administration are having a direct impact on vendor behavior, especially in North America.
- Acer’s rise, despite slower growth, may indicate logistical agility, better channel relationships, or bundling strategies that nudged it ahead.
- Asustek’s strong YoY growth implies that if current trends hold, it could quickly regain its position—this race isn’t over.
- Global demand, while improving, remains fragile and sensitive to geopolitical events, operating system cycles, and enterprise budgets.
❓ FAQs
Why did Acer surpass Asustek in Q1 2025?
Acer edged out Asustek in global PC shipments due to slightly higher market share, even though its annual growth was slower. Inventory positioning, U.S. market strength, and proactive supply chain management may have contributed.
What drove PC shipment growth globally in Q1 2025?
Strong sales in the U.S. and Japan, driven by tariff concerns and Windows 11 upgrades respectively, were key factors in global shipment growth.
Is Acer’s position stable for the long term?
Not necessarily. Given Asustek’s higher growth rate, Acer’s lead is slim and may reverse depending on performance in Q2 and beyond.
How are U.S. tariffs affecting PC vendors?
Tariff fears have led vendors to increase shipments to the U.S. ahead of potential price hikes. This short-term stockpiling boosted shipment numbers but may not reflect real demand.
What role does Windows 11 play in PC sales?
Enterprise upgrades tied to Windows 11 migration have provided a significant boost in markets like Japan, prompting early hardware refresh cycles.
