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.
    Keep Up-to-Date with the Latest Retail Trends
    Want to stay ahead of the curve with
  the latest distribution data, market commentary, and insights into the
  European retail landscape?
            Subscribe to our
        CONTEXT
        Retail newsletter today for the full picture