Apple continues to be one of the big beneficiaries of the Windows 10 support shut down, with research from Counterpoint, IDC, Gartner, and others confirming Mac sales are increasing faster than the rate of PC industry growth. It means the switch is on. Take the evidence, just in the last few weeks: Counterpoint confirmed a 14.9% increase in Mac sales in Q3 2025, against an industry average of 8.1%.