Misleading headline not limited to politics. Headline says
global pc decline.
But reading further, we learn #1 company had a 16% decline while #2 and #3 companies had small increase.
Think of it in terms of politics. 16% less people voted for the Apple party than previously. The other parties had small increases in people voting for them. But a lot of people stayed home and did not vote.
That is much like the story of the 2014 election. I saw the well funded and massive Get-out-the-vote effort in GA for Michelle Nunn. In Oct 2014 I predicted a close Senate race based on the massive GOTV of the Dems.
In Oct 2014 I discounted the stories I heard of many Dems (mostly my Black neighbors in SW and SE Atlanta) who were piissed that they had to pay higher insurance premiums for higher deductibles and less choice of doctor.
Comparing 2010 and 2014 electon results precinct by precinct after the election, it became clear that many Dems (mostly Black) who voted in 2010 stayed home and did not vote in 2014 despite the massive organized GOTV of the Dems.
Taking this back to computer sales, people vote with their pocket book. There are reasons why there is a 16% decline in the vote for Apply while an increase in the #2 and #3 companies. The marketing teams of each company probably are looking at the numbers in detail by product, demographic and marketing campaign to determine what worked and what did not work...and hopefully learn from that history.
We in politics also need to learn from history...what works and what does not work.
The leading company, Apple, had a 16% decline overall but that applied mostly because of the drop in only one segment, tablets, where all the others had even greater decline in the same category, if they participated at all, due to the extremely long replacement cycle of tablets and iPads. Other data from IDC and Garmin shows that in the desktop and notebook categories Apple increased its participation in those categories in the first calendar quarter of 2015.
Calalys is one of just two data companies that aggregates tablet computers into its data rather than treating them as a poor cousin of computers as do IDC and Garmin. As a result, it accurately reports that Apple sells more computers than any other maker in the world, but then, as a consequence, the decline in the tablet market more strongly effects Apple than it does the overall PC market in which most players are just not competing in the tablet computer market.