Apple iPhone ‘halo effect’ set to drive Mac sales higher

The latest consumer PC survey from ChangeWave Research shows two major purchasing shifts simultaneously hitting the marketplace. One is near certain to have a transformational impact on Apple (AAPL).

First, respondents were asked who had either bought a computer in the past 90 days or who planned to buy one in the next 90 to tell us which type of computer (desktop or laptop) and the manufacturer.

No major surprises here, as Apple’s consumer PC sales for the past 90 days have held steady in both desktops (8%; up one point) and laptops (12%; down 1-pt). The most important finding is the stellar year-to-year comparable on Apple laptop sales (+33%).



But when respondents were asked about their planned computer purchases over the next 90 days that the marketplace transformation becomes apparent.

An astonishing 28% of respondents who plan to purchase a laptop in the next 90 days say they’re getting an Apple Mac – a 9-pt increase since our previous survey in March. Another 22% say they’ll buy an Apple desktop – a 4-pt increase since March

What’s the most likely explanation for such large-scale projected gains going forward? First and foremost, all of the advance publicity surrounding the release of the Apple iPhone is concurrently having a ‘halo effect’ on Apple computer sales. But another likely contributor is the coming new release of Apple's highly anticipated Leopard Operating System (OSX) for Macs.

Bottom Line: For those wondering what a ‘Halo Effect’ looks like, take another look at the above Apple chart.