Why cling to Microsoft or Apple PC position: annual shipments have nearly 200 million-IT information

The Wall Street Journal said on Sunday, despite shrinking global PC market, but Apple and Microsoft did not give up the market, but with individual practices in the strengthening of the existing shares. Following is a summary of the article content:

PC rumours of death been exaggerated too much.

Of course, PC market in recent years has been constantly shrinking. Market research firm IDC report showed that over the past four quarters, global PC shipment volume 8% falling compared with a year ago, compared with five years ago, the peak of the market decline to 28%. Causes of PC market development limited, is that most needs of PC users already have one, and are less likely to replace equipment; for those users without a PC, is cheaper and more convenient option in the market, such as smart phones and tablet computers.

But as of now, worldwide PC shipments are still close to 200 million units this year, so the PC market is still technology companies can't ignore the market. This also explains why Apple and Microsoft, two technology giants recently started building momentum in the market. Apple MacBook Pro product line have been updated in the last week, through the addition of new touch-screen interface to replace traditional keys. Before that day, Microsoft's Surface Book updated laptop, and unexpectedly released a Surface Studio, priced at up to $ 3000 in one device.

For mature markets like PC market, especially Apple and Microsoft technology companies shift their focus to the PC market, their move is indeed surprising. Apple 10 years ago the company name from "Apple computer" was renamed as "Apple", then release the iPhone has now become the company's most important product. Last year, Microsoft reorganized the operations aimed at de-emphasizing Windows, fast-growing cloud business more outside attention.

But there are many reasons for the two companies to keep the PC business--especially through the slim design and great accessories to match its high price to attract buyers ' attention. Although the PC market as a whole is still in the midst of shrinking, but market research firm Gartner expects global high-end, ultra mobile PC shipments this year are expected to grow 11%. This area accounted for 23% of the PC market share next year, up from 15% last year.

In the last fiscal year ended September 24, Apple Mac shipments fell from the previous year to 10%. However, another market-research firm Gartner statistics show, Mac's average sales price of about $ 1235, 87% per cent higher than the average sales price of the PC industry. Mac's annual sales of nearly $ 23 billion, this business alone will be able to in the 123th place in Fortune 500 companies. Although only 11% per cent of Apple's revenue, but Mac still is an important part of Apple device in the ecosystem. Worth noting is that while Apple launched iPhone and iPad over the past few years, but the Mac does not appear like a forecast decline in shipments, but showing a trend of accelerated.

Meanwhile, software giant Microsoft definitely will not work with Lenovo, HP PC giants such as the common market. However involved in the high-end PC market, allow the company to own a full range of display Windows. In the 12 months ending September 30, Surface product line revenue was about $ 4.4 billion, representing a growth of 29%. Relative to the overall market's decline, Microsoft this achievement is a remarkable achievement.

微软和苹果为何死守PC阵地：年出货量仍近2亿台 - IT资讯

《华尔街日报》周日撰文指出，虽然全球PC市场不断萎缩，但苹果和微软并未放弃该市场，而是用各自的做法在不断的巩固现有的份额。以下为文章内容摘要：

PC死亡的传闻被夸大的太多。

诚然，PC市场近年来一直在不断的萎缩。市场调研公司IDC发布的报告显示，在过去的四个季度中，全球PC出货总量较一年前下滑了8%，较五年前的市场巅峰时期下滑了28%。PC市场发展受限的原因，是绝大多数需要PC的用户已拥有了一台，而且很少会对设备进行更换；对于那些没有PC的用户，市场中有着更便宜、更方便的选择，如智能手机和平板电脑。

不过截至目前，今年全球PC出货量仍接近2亿台，所以PC市场依旧是科技公司无法忽视的市场。这也能够解释为何苹果和微软两大科技巨头近来在该市场不断发力。苹果在上周对MacBook Pro产品线进行了更新，通过增加新触屏界面来替代传统的功能键。在此之前的一天，微软对Surface Book笔记本电脑进行了更新，并出人意料的发布了一款名为Surface Studio，起售价达到3000美元的一体机。

对于像PC市场这般成熟的市场，特别是苹果和微软早已把重心转移至PC市场之外的科技公司，他们的这一举动确实令人感到吃惊。苹果在10年前把公司名称从“苹果电脑”更名为“苹果”，随后发布了如今成为公司最主要产品的iPhone。微软在去年对运营部门进行了重组，目的是不再强调Windows，让快速成长的云业务更多的被外界关注。

不过两家公司都有许多的理由来保留PC业务--特别是通过超薄设计和杰出的配件来匹配其高售价，来吸引买家的目光。虽然PC市场整体依旧处于萎缩之中，但市场调研公司Gartner预计，今年全球高端、超移动PC的出货量预计将增长11%。该领域明年将占据PC市场23%的份额，高于去年的15%。

在截至9月24日的上一财年，苹果Mac出货量较上年下滑了10%。不过另外一家市场调研公司Gartner的统计数据显示，Mac的平均销售价格达到约1235美元，比PC产业的平均销售价格高出87%。Mac的年营收接近230亿美元，单是这项业务便能够在《财富》500强企业中位居第123位。虽然只占到苹果营收的11%，但Mac依旧是苹果设备生态圈中重要的一环。值得注意的是，虽然苹果在过去几年中推出了iPhone和iPad，但Mac出货量并未像市场预测的那样出现下滑，而是呈现出加速上涨之势。

与此同时，软件巨头微软绝对不会与联想集团、惠普等PC巨头共同争夺市场。不过涉足高端PC市场，让这家公司能够以自己的方式全方位的展示Windows。在截至9月30日的12个月中，Surface产品线的营收约为44亿美元，较上年同期增长了29%。相对于整体市场的下滑，微软取得这样的成绩实属难能可贵。