Macs grabbed more than a quarter of all U.S. consumer personal computer sales at retail in the 10-week stretch from July 4 to Sept. 1, a research firm said this week.

During that traditionally-brisk, nay critical, sales season — back-to-school is second only to the holidays in the U.S. for compute sales — Apple’s Mac line accounted for 26.8% of all retail sales to consumers, according to the NPD Group. That share was up 11% from the same period in 2013, when the Mac owned a share of 24.2%.

Stephen Baker of NPD cited the price cuts earlier this year to the MacBook Air line — Apple’s most popular notebook — for the increase in Mac sales. “It’s pretty hard to see what else may have caused it,” Baker said.

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