The Secrets to How Apple’s MacBooks Withstood the Laptop Crisis

Laptops plunge into gloom 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 largest manufacturers, Apple stands out with a jump in its MacBook sales of 26%, where its biggest competitors (Lenovo, HP, Dell and Asus) show falls of 16 to 32%.

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

Success of the latest generations of MacBooks


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