Navigating consumer complexity and simplifying the PC buying journey

The consumer PC buying journey has become notoriously complex. Shoppers face a dizzying array of models, while OEMs often default to specification-heavy messaging that doesn’t connect with what buyers want or need. The misalignment between product design and marketing, and actual buyer behavior leaves consumers frustrated and indecisive, often leading them to decision paralysis or abandoning the search altogether. In the US, where inflation and recent tariffs have made shoppers more cautious, OEMs and their channel partners must rethink how they guide consumers to the right PC.

Windows 10 end of service gives vendors a huge refresh opportunity

The upcoming end of service for Windows 10 in October 2025 is pushing many consumer PC buyers to consider upgrading to Windows 11. As Microsoft ends support, concerns over security and software compatibility are increasing urgency around the transition. But many consumers are discovering that their current devices do not meet Windows 11’s strict hardware requirements, making the upgrade path unclear. This situation is forcing buyers to navigate a crowded and often confusing PC market, filled with unfamiliar specifications, unclear branding and compatibility concerns. As a result, the Windows transition is highlighting a deeper issue: the PC buying journey has become overly complex for the average consumer.

As Windows 10 end of support approaches, Canalys recently ran a survey to find what is causing the reluctance among Windows 10 PC owners to upgrade. We found that in the US:

• 30% “like the current version and don’t see the need to upgrade” their current PC.
• 28% said they don’t know how to upgrade or don’t know what Windows version they’re using.
• 20% cannot upgrade due to their device not meeting Windows 11 requirements.
• 16% are explicitly holding out for discounts or incentives.

These results clearly show the problem: poor awareness and perception of the need to upgrade paired with cost anxiety. Companies must articulate clear, tangible benefits to upgrading in consumer-friendly language. Instead of leading with technical jargon, such as processor speed or RAM requirements, they should emphasize relatable improvements through benefit-first storytelling or acknowledge the cost sensitivity prevalent among hesitant buyers by offering precisely targeted financial incentives. Fear of disruption is one of the strongest motivators and so the upgrade experience should treat consumers with care, offering personalized assistance to transfer data, applications and settings seamlessly.

Simplified portfolios and needs-based messaging are key

It’s tempting for OEMs to respond to buyer confusion by cutting the number of models offered. A leaner portfolio can reduce choice overload, but it doesn’t address the core issue: how those products are positioned and explained to consumers. Some well-known PC OEMs are prioritizing having fewer portfolio offerings. Apple has been the prototypical example of a minimal portfolio offering for many years. Often with the choices being as simple as “Do you want a desktop or a notebook?” followed by “Are you a heavy or light user?” As another example, Dell recently announced a shake-up to its product branding to simplify its portfolio. It now only offers three primary product lines: Dell, Dell Pro and Dell Pro Max. But where Apple’s success relies on its comprehensive ecosystem supporting Macs, the Windows ecosystem has many more vendors to consider when purchasing a new PC. OEMs must win on the Windows shelf by removing friction and adding differentiating features.

Even with simplified portfolio offerings, OEM marketing still leans heavily on technical jargon, leaving buyers unsure if a PC will meet their needs, even if they know with certainty what frustrates them with their current devices. Most consumers aren’t as focused on hardware specification sheets – they care about how a PC fits into their lives. Common complaints include slowing during heavy tasks, short battery life and limited storage. These are experience issues that don’t always directly translate to the specification sheet.

OEMs must reframe messaging around use cases, not specifications. Categorizing devices by need, such as “best for gaming,” “great for hybrid work” or “perfect for students,” coupled with plain language to explain benefits, such as “quick multitasking,” “lightweight and portable” and “all-day battery,” would go a long way in directing buyers to the right devices.

The channel plays a vital role in overcoming consumer inertia in a fragile market

After a surge in purchases during the work-from-home boom, demand has cooled and is increasingly fragile in the face of lingering inflation and uncertainty caused by tariffs. In the US, where the channel delivers most PCs to consumers, consumer buying power is expected to face downward pressure in the near term, making the purchasing landscape increasingly competitive among PC vendors. Not only is it strategically advantageous to simplify product messaging, but it is also important to make sure those selling the products can effectively communicate their value to end customers.

OEMs and retailers can ease the buyer’s journey by collaborating on guided, cohesive experiences across online and physical interaction points. Examples include guided shopping tools, clearer use-case comparisons, transitioning from upselling to “right selling,” and aligning digital and physical marketing. With better alignment between OEMs and retailers, shopping for a PC can transition from a maze into a journey and turn hesitant browsers into confident buyers.

The US PC market is at a pivotal moment. Consumers are inundated with choices yet lukewarm about upgrading; OEMs are streamlining portfolios yet still missing the mark in communication; and channel partners are eager to drive sales yet often rely on old tactics that don’t fully resonate anymore. The core problem is clear: the buying journey is broken.

But the insights are also clear on how to fix it. By focusing on needs-based messaging, proactive channel engagement and a modernized retail experience, OEMs and their partners can turn this complexity crisis into an opportunity. The Windows 10 end-of-service date adds urgency to the situation and those who act now, collaboratively, will capture the pent-up demand. Those who don’t will see consumers either delay indefinitely or drift to competitors who offer a smoother journey.