How Will AI PCs Impact Future Profitability of Windows PC OEMs?

After seven consecutive quarters of contraction, PC revenue among TBR’s benchmarked devices vendors returned to growth in 1Q24, expanding at an estimated 2.6% year-to-year. The long-awaited rebound in the market centers on PCs purchased during the pandemic reaching the end of their useful lives as well as increasing macroeconomic confidence on the part of commercial organizations.

However, PC OEMs across the industry are bullish on the opportunity presented by on-device AI, believing that the advent of the AI PC will drive an accelerated generational refresh cycle in an otherwise commoditized PC market. As such, OEMs are investing heavily in the development and sale of AI PCs based on the most cutting-edge processors from companies such as Intel, AMD and Qualcomm.

In this TBR Insights Live video below, Senior Analyst Ben Carbonneau and Research Analyst Alek Maxfield discuss key findings from TBR’s most recent Devices Benchmark, such as what year-to-year PC revenue growth means for refresh cycles and how AI PCs will impact future profitability of Windows PC OEMs.

Additionally, the pair will share what TBR is seeing from PC OEMs and silicon providers and their expectations for Intel, ADM and Qualcomm’s fight for share in the emerging Copilot+ PC category.

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TBR’s Devices Benchmark tracks the performance of nine leading devices vendors across five segments: PC, PC services, smartphone, tablet and smart device. The report includes overviews of quarterly performance and industry trends within each segment, as well as more detailed analysis of vendors’ quarterly revenue, profitability and business strategies at both a corporate and product category level.

Acer, Amazon, Apple, Asus, Dell Technologies, HP Inc., Lenovo, Microsoft and Samsung are covered in the available data spreadsheet.

To access the research and dataset, sign up for your TBR Insight Center™ free trial today!