The European consumer PC market is currently experiencing an accelerated period of growth and significant resilience in the third quarter of 2025. This surge is being powered by a clear, two-pronged drive: the impending Windows 10 end-of-support deadline in late October, which is prompting urgent upgrades, and the compelling appeal of new AI-enabled devices.

Based on the latest distribution data we have gathered from across the region, both notebooks and desktops are seeing robust consumer demand, with the AI PC category securing a notable and expanding share.

The Consumer Refresh Underway

The latest data from across Europe highlights a sharp increase in sales velocity.

• Notebook sales to consumers climbed by more than 8% year-on-year in the first two months of Q3 2025. This is driven by consumers purchasing new hardware to ensure a secure and smooth transition to the Windows 11 operating system.
• The urgency is pronounced across the continent, with many key markets recording dramatic double-digit notebook revenue growth during August.
• This widespread refresh is also positively impacting the desktop category, which is seeing a lift from broader consumer demand.

AI: The "Wow" Factor, Not the Specs

While the operating system deadline provides the initial reason to buy, the AI-capable PC is emerging as the future retail proposition. The new CoPilot+ experience is fuelling this consumer PC surge.

The penetration of this technology is substantial: notebooks featuring Neural Processing Units (NPUs) now account for 29% of unit sales in the consumer channel. Interestingly, this still lags behind the commercial sector, where AI notebooks have reached 46% of sales.

For consumers, the sale isn't about the technical specifications. As one store manager shared with CONTEXT, the real appeal comes down to tangible experience: "Where the magic happens is when they click the CoPilot button, ask about anything they care about, and get a richness of information way beyond what they were expecting. Then it's just a matter of getting the right price point".

In short, the Windows 10 end-of-support is the immediate catalyst for the current boom. However, it is the new experiences and tangible benefits delivered by CoPilot that are cementing the AI PC as the consumer's preferred future-ready investment.

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