Observations on macOS Desktop Market Sha

Observations on macOS Desktop Market Share: Stable Global Performance and Explosive Growth in the Chinese Market

 

In the long-term competition of desktop operating systems, macOS has always maintained a "high-end niche" position. It has neither shaken Windows' dominant status nor lost its stable presence, thanks to its unique advantages. In recent years, its global market share has fluctuated steadily, while the breakthrough growth in the Chinese market is particularly noteworthy, outlining the development trajectory of the Apple ecosystem across different regions.

 

From a global perspective, macOS has consistently remained in the second tier of the desktop operating system market. According to statistical data in February 2025, macOS held a 15.74% share of the global desktop operating system market, second only to Windows' 70.62% and significantly ahead of Linux' 3.81%. This share did not see explosive growth but showed a "steady upward" trend. As early as the beginning of 2023, its market share in the U.S. had reached 29.62%, and by 2025, it maintained around 24% in Western markets overall, with its core user base remaining stable. This stability stems from macOS' positioning: it does not pursue universal popularity but focuses on core scenarios such as creative design and professional office work, consolidating user stickiness through a smooth ecosystem experience.

 

The differentiation in regional markets is even more distinct, with growth in the Chinese market being the biggest highlight in recent years. In March 2025, macOS' desktop operating system market share in China exceeded 10% for the first time, reaching 10.22%—a 45% surge compared to 7.05% in December 2024, and a record high since statistics began in 2009. This breakthrough surpassed the previous peak of 9.94% in April 2020, marking macOS' true transition from a "niche choice" to a "mainstream alternative" in the Chinese market. In contrast, while other global regions did not see such a dramatic increase, macOS' dominance in the high-end market continued to strengthen. Especially in the field of professional creation, Mac devices equipped with M-series chips have almost become the industry standard.

 

The changes in macOS' market share are essentially the result of the combined effects of product capabilities, market strategies, and industry trends. From the perspective of core driving forces, the technological breakthrough of M-series chips is key—their balance of high performance and low power consumption precisely meets the needs of scenarios such as remote work and video editing. By 2024, Mac devices with M-series chips accounted for over 60% of the Chinese market. At the same time, adjustments to Apple's market strategy accurately addressed user pain points: the "national subsidies + education discounts" policy launched in 2024 lowered the starting price of the M4-chip MacBook Air to 5,799 yuan, and the Mac mini even entered the entry-level market at 2,999 yuan. Coupled with the configuration upgrade of increasing RAM from 8GB to 16GB across the entire product line, the barrier to purchase was significantly reduced. Additionally, the synergistic effect of the Apple ecosystem continued to gain momentum, with the expansion of retail stores (over 50 stores in China) and the integration of localized services, further lowering the cost for users to switch to macOS.

 

However, macOS' growth still faces inherent limitations. Its closed ecosystem determines its hardware-binding attribute—it can only be used on Mac devices. This means that the growth of its market share is highly dependent on Mac shipments, making it difficult to expand rapidly through extensive licensing like Windows. Globally, Windows still occupies an absolute dominant position with a market share of over 70%. Especially in areas such as game compatibility and enterprise software adaptation, macOS has not yet formed a competitive advantage. Although the Chinese market has exceeded 10%, there is still a huge gap compared to Windows' 80.15% share. Moreover, the future growth space in the high-end market may face dual pressure from domestic operating systems and Windows.

 

Looking ahead, macOS' market share will likely continue the pattern of "stable globally, dynamic regionally." The global market will remain in the range of 15%-20%, relying primarily on the natural iteration of professional user groups. If the Chinese market can continue its subsidy policies and product upgrades, its market share is expected to move toward 15%. For ordinary users, this growth means more diverse choices; for the industry, the rise of macOS confirms the trend of "experience first"—in an era of excess hardware performance, ecological synergy and scenario adaptation are becoming new focal points in the competition of desktop operating systems.

 

The story of macOS' market share has never been a counterattack to "defeat Windows," but a success of "finding the right position." With approximately 15% of the global market share, it has proven the great value of the high-end operating system market and demonstrated the possibility of in-depth ecological development for the industry. In the future, with the integration of AI technology and hardware innovation, this battle of desktop operating systems may usher in a more dramatic new chapter.