London, 26th November 2025 - CONTEXT, the global market intelligence firm, today reports that the Western European PC market has delivered one of its strongest months in years, with October 2025 revealing a clear resurgence in consumer demand. But while figures point to an impressive rebound, the analysts caution that the surge may be short-lived once the current wave of forced upgrades subsides.
A Standout October for PC Revenues
Market insights from CONTEXT TotalMarket, covering retail channels in the UK, France, Germany, Italy and Spain, show remarkable year-on-year growth across all key PC segments.
• Desktop PCs recorded a 48% increase, driven by high-value gaming and creator systems.
• Notebook revenues rose 26%, reflecting widespread replacement of devices unable to support Windows 11.
• Tablet PCs grew 21%, confirming their ongoing role as secondary devices in hybrid work and entertainment.
James Bates, Senior Retail Analyst at CONTEXT, said: “Windows 10’s end-of-support deadline has become one of the strongest upgrade triggers we’ve seen in a decade. Many consumers who delayed replacement, now find that their devices simply cannot run the operating system required for secure use. This aligns with the natural refresh cycle of the large number of notebooks purchased during the pandemic.”
Performance Matters Again
Beyond compliance-driven upgrades, CONTEXT’s data shows a shift toward higher-performance systems. Desktop PCs, thought by many to be in long-term decline, are instead seeing renewed popularity amongst gamers, creators and performance-focused consumers who prioritise power, cooling capabilities and longevity.
At the same time, vendors are heavily promoting the “AI PC” narrative. Systems equipped with dedicated NPUs are being positioned as a new generation of devices offering enhanced on-device security, productivity and media capabilities. Early signs show European consumers are receptive, at least in the short term.
“What stands out is the willingness of consumers to step up to noticeably more powerful hardware,” James Bates explained. “People are not just replacing old machines; they’re upgrading to systems that can support modern software, gaming and creative workloads. It shows a clear rise in expectations around PC capability.”
Storm Clouds After the Surge
Despite the strong October, CONTEXT warns that the market faces considerable risk heading into 2026. Much of the current demand is likely being pulled forward due to the Windows 10 deadline. Once the urgency fades, replacement cycles may revert to longer intervals, leading to softer volumes.
Adding to this, costs for essential components including DRAM and NAND Flash are expected to rise throughout 2026, reflected in retail prices at a time when consumer sentiment remains fragile.
“The sustainability of today’s premium price points is far from guaranteed,” said James Bates. “When the Windows deadline disappears, the AI PC message will need to mature quickly. Consumers will expect compelling, demonstrable benefits if they’re going to continue investing at current levels.”
“As the industry moves into early 2026, the challenge will be to convert this deadline-driven surge into a more sustained period of innovation-led growth”, added James Bates. “The extent to which vendors can communicate as well as deliver the real-world value of AI-enabled devices will determine whether the market holds its momentum, or risks a sharp correction.
