The PC industry bands together

Think about it for a second: When was the last time you bought a new PC? It’ll likely be quite some years. If you’re a student then maybe you haven’t touched a PC in a long time, opting for a Macbook instead. Profits of companies in the PC industry are dropping, and quickly too. IDC estimates that PC shipments in the third quarter of 2015, sales represented a decline of 10.8 percent compared to the same quarter in 2014. Even the launch of Windows 10 has not yet helped the PC industry. For three and a half years now, PC sales have been declining, mainly due to the shift of consumers towards mobile devices like smartphones and tablets. Semiconductor manufacturers are suffering from the decline too. A one percent drop in the market is expected for 2015.

It has come so far, that rival PC manufacturers Hewlett-Packard, Dell and Lenovo, companies that have always been competing with each other, are now banding together with Microsoft and Intel to launch a 70 million dollar ad campaign.

The campaign aims to showcase the progress PCs have made in the last 5 years. Long-lasting batteries, powerful hardware, touchscreens, they will all be shown to the consumer. One of the snippets of the campaign uploaded to YouTube, shows a rescue-working boarding a helicopter, flipping her Lenovo Yoga, and as a person on the ground sees the laptop, he screams: “PC does Whaaat?”.

People have gone as far as to call the campaign ‘desperate’ and ‘cringeworthy’, and Ted Florea, head of strategy at PNYC suggested that PC manufacturers are finally submitting to a ‘Mac vs PC’ worldview. Whether the “PC does whaaat?” campaign will be successful remains to be seen. All hopes are now vested on the holidays, when PC manufacturers will have brought their new machines, specifically optimised for Windows 10.

What examples do you know of industries banding together to battle against decline?


Walton, M. (2015). PC industry takes on Apple with cringe-worthy “PC Does What?” ad campaign. Ars Technica UK. Retrieved 17 October 2015, from

Pathak, S. (2015). ‘Desperate’: What agencies think of PC makers’ new ad campaign – Digiday. Retrieved 17 October 2015, from

Merriman, C. (2015). PC sales dive 7.7 percent in the third quarter despite Windows 10 release. The Inquirer. Retrieved 17 October 2015, from

IDC (2015). PC Shipments Remain Depressed By Volatile Currencies, Inventory, and OS Transition in the Third Quarter, Although 2016 Should Fare Better, According to IDC.. Retrieved 17 October 2015, from,. (2015). ‘PC does what?’ Rivals combine for $70M ad campaign. Retrieved 17 October 2015, from


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