Paths to success: The IT trends that defined 2024
The German ICT market continues to grow despite economic uncertainties: According to the digital association Bitkom, revenues are expected to increase by 4.6% in 2025, reaching €232.8 billion. ITscope also reflects a stable channel with consistently high demand in the categories of notebooks, processors, and software applications. Oliver Gorges, Director of Sales & Marketing at ITscope, emphasizes: “The demand for notebooks, processors, and software applications is growing. AI will be a central driver of revenue growth in 2025, as highlighted by the CES. However, we are observing that investments are often being delayed – a trend particularly evident in less innovative categories such as TFT monitors and printers.”
The top products in Q4 are available for download:
ITscope Market barometer Q4/2024 as a PDF
The ITscope market barometer is based on ITscope GmbH’s own analysis.
Mobility Remains Key
Notebooks remain a central driver in the B2B segment: models like the Lenovo ThinkPad E16 Gen 2 and the MacBook Air M3 set benchmarks. The strong demand for flexible and powerful devices highlights how essential mobility is for businesses. “The consistently high demand proves that mobility is not just a trend but a fundamental part of modern business life,” says Oliver Gorges.
Processors: Innovation Meets Supply Challenges
AMD dominated the CPU segment with its powerful Ryzen models. The Ryzen 7 7800X3D remains the most popular processor. However, the unavailability of the highly sought-after Ryzen 7 9800X3D in December led to frustration. “Especially in the performance segment, it becomes clear how critical a stable supply chain is for the channel,” explains Gorges. “ITscope provides an overview of the availability across the entire distribution landscape. If manufacturers are unavailable at the product level or within entire product categories, you can spot it at a glance.”
Software Drives the Market
The launch of Microsoft Office 2024 boosted the software applications category in the fourth quarter. Non-subscription variants, such as Home and Business 2024, were particularly in demand. At the same time, discussions about the compatibility of the new Outlook with Datev programs drew attention. “The debate shows that software solutions in the business sector need to remain flexible and reliable,” emphasizes Gorges.
Premium or Portfolio: Two Strategies in the Smartphone Market
The competition between Apple and Samsung also shaped the mobile phone category in 2024. Apple’s iPhones 15 and 16 dominated the premium segment, while Samsung recorded more clicks overall thanks to its broad product portfolio. “Interest in premium products in the B2B segment remains unbroken, even though a wide variety of models continues to be relevant,” comments Gorges.
A Reliable Market with Dynamism
“The channel remains exciting and reliable at the same time,” summarizes Oliver Gorges. “Even in uncertain times, the ICT industry proves to be a robust growth market – with plenty of movement and potential to be leveraged.”
Oliver Gorges, Director Sales & Marketing at ITscope.
Topics in the ITscope Market Barometer Q4/2024
Highflyer: IT Innovations That Move the Market
Notebooks: Milestones of Progress
Processors: New Trends in the Race for Performance
Software Applications: Office 2024 Sets New Standards
Mobile Phones: Variety Meets Brand Strength
Tablets: Growth and New Leaders
PC Systems: Flexibility as a Key Factor
Multifunction Printers and TFTs: Decline in Both Categories
Highflyer: IT Innovations That Move the Market
Which IT innovations stood out the most last quarter? Our Highflyers provide the answer: based on ITscope platform click statistics, we highlight the most sought-after new products. In each category, the most-clicked new product is awarded, provided it was listed within the last six months. The Top 10 offer a compact overview of current trends and demand in the ICT sector.
Apple iPhone 16 Pro Max – Category: Mobile Phones
The Apple iPhone 16 Pro Max is the most popular new product on ITscope with 2,785 clicks. It impresses with a 6.9‑inch OLED display (120 Hz) and an improved triple camera. Computerbase particularly praises the optimized battery life, making it the “better iPhone 15 Pro Max.”
2nd Place: Apple 10.9-inch iPad WiFi – Category: Tablet PCs
With 2,692 clicks, the Apple 10.9‑inch iPad WiFi is the most sought-after new release in the Tablet PCs category – it is the same model already released in 2022, featuring identical specifications and ports. The iPad combines a 10.9‑inch Retina display with reliable performance. The A14 processor may not match the M chips but offers consistent performance.
3rd Place: Microsoft Office Home and Business 2024 – Category: Applications
The new Microsoft Office Home and Business 2024 has generated significant interest on ITscope. The non-subscription box version is particularly popular. The new Office package includes AI integration with Copilot and real-time collaboration features. Read more about the new Office packages in the Software Applications category.
4th Place: Microsoft Windows Server 2025 Standard – Category: Operating Systems
With 2,049 clicks, Microsoft Windows Server 2025 Standard secures 4th place among Highflyers. New features of the operating system include hotpatching, which enables updates during runtime, and an integrated OpenSSH server. According to a report by Heise, the server offers improvements in SMB shares, Hyper‑V, and security features in Active Directory.
5th Place: Ubiquiti UniFi Cloud Key G2+ – Category: Network Devices
The Ubiquiti UniFi Cloud Key G2+ is the most in-demand new network device. As a central control unit, the Cloud Key enables management of UniFi networks and UniFi Protect cameras. Its integrated 1 TB hard drive allows local storage of surveillance footage, making it particularly appealing for businesses and private users with high security requirements.
6th Place: AMD Ryzen 7 9800X3D – Category: CPUs
With 1,779 clicks, the AMD Ryzen 7 9800X3D stands out in the CPUs category. Known as the “new gaming king” or the “performance monster” (Allround-PC), it was unavailable in December, leading to increased pre-order prices at retailers like Mindfactory (PC Games Hardware).
7th Place: Apple AirPods 4 – Category: Speakers, Headsets, Microphones
The Apple AirPods 4, featuring Active Noise Cancellation, garnered 1,072 clicks and are among the most sought-after new products in the category. Despite sound quality improvements, a Chip review noted that the active noise cancellation and battery life fall short of expectations.
8th Place: Apple MacBook Pro – Category: Notebooks
The Apple MacBook Pro is the most popular new notebook in Q4. It features the new M4 processor, enabling noticeable performance gains. According to a Notebookcheck review, the device impresses with high energy efficiency and supports up to two external monitors via its three Thunderbolt 4 ports.
9th Place: Apple Mac mini – Category: PC Systems
With 926 clicks, the Apple Mac mini is the most sought-after new product in the PC Systems category. The compact model, featuring the new M4 processor, delivers solid performance for everyday tasks, even in its base version with 16 GB RAM. However, according to a Notebookcheck review, the 256 GB SSD is rather limited, and upgrade prices for additional storage are disproportionately high.
10th Place: Apple Watch Series 10 (GPS) – Category: Wearables
The Apple Watch Series 10 offers no major design changes but stands out with improved software and enhanced health features, according to a Chip review.
See the most active 15 new releases on ITscope - our Highflyers:
ITscope users can use the link in the table to go directly to the product page in ITscope.
Notebooks: Milestones of Progress
Interest in notebooks was higher in Q4 2024, and the category performed exceptionally well compared to previous years. Premium models and energy-efficient devices for everyday office use were particularly successful.
2024 war das Interesse an Notebooks auf der ITscope-Plattform deutlich höher als in den Vorjahren.
Lenovo ThinkPad E16 Gen 2 – A Long-Time Favorite in the Fast Lane
The Lenovo ThinkPad E16 Gen 2 remains the most popular notebook on the ITscope platform with 15,976 clicks. The model saw a significant surge in attention in the fall. Its proven features and Intel Core Ultra 5 processor make it a versatile solution for professional tasks.
Demand for the Lenovo ThinkPad E16 Gen 2 surged dramatically in the fall of 2024.
Apple and Lenovo: Setting Standards in the Premium Class
The Apple MacBook Air M3 impresses with an OLED display and efficient M3 chip, securing 4th place in the notebook rankings for Q4. The model gained particular popularity during Black Friday week when it was offered approximately €100 cheaper (average wholesale price €1,092 instead of €1,196 as of January 7, 2025).
For creative professionals and users with high performance demands, Lenovo offers a strong alternative with the ThinkBook 16p G5 IRX: its Intel Core i9-14900HX, NVIDIA RTX 4060, and 3.2K display with 165 Hz make it ideal for demanding applications. Notebookcheck particularly praises the graphics performance and high-quality display.
Mid-Range Notebooks for Office Use
For classic office applications and daily work requirements, models like the HP ProBook 460 G11 and Lenovo ThinkPad E16 Gen 2 excel. The ProBook 460 G11, with its energy-efficient Intel Core Ultra 5 processor, offers reliable performance at an average wholesale price of €750. Both models are well-suited for basic office tasks without focusing on high-end performance.
Processors: New Trends in the Race for Performance
The CPU market remained dynamic in Q4 2024. Intel is under pressure as it continues to lose market share, while AMD has maintained a leading position with strong performance in the gaming and workstation segments. These trends are reflected on ITscope: AMD’s Ryzen processors are particularly popular, with the X3D models topping the rankings for their excellent performance in both gaming and professional applications.
In the last quarter of 2024, CPUs gained momentum – thanks to AMD.
AMD Ryzen 7 7800X3D Tops the Rankings
With 2,366 clicks, the AMD Ryzen 7 7800X3D remains the most popular model on ITscope. Thanks to its 3D V‑Cache and outstanding performance, it has become a favorite for gaming since its launch. Its average wholesale price is €528.
AMD Ryzen 7 9800X3D – Highly Sought-After, but Scarce
The AMD Ryzen 7 9800X3D, launched in October 2024, immediately secured 2nd place. According to a test by Allround-PC, it outperforms its predecessors in gaming and is considered the new “gaming king.” However, the model was sold out everywhere until late December. AMD announced plans to improve availability, and by January, the CPU was once again available from multiple distributors on ITscope.
In 2024, the AMD Ryzen 7 7800X3D was almost impossible to find. Since January 2025, stock has been replenished.
Ryzen 9 9950X – Not the First Choice for Gamers
The Ryzen 9 9950X ranks 9th among CPUs. With 16 cores and 32 threads, it excels in applications with strong performance and high efficiency. However, according to a Gamestar test, it lags behind AMD’s own X3D models in gaming.
Software Applications: Office 2024 Sets New Standards
The introduction of new Microsoft Office packages significantly increased clicks in the Software Applications category during Q4. The non-subscription Office 2024 packages lead the rankings. At the top is the Home and Business 2024 box version, followed by the license-only edition and the more affordable Home and Student version. The new Office packages offer modern features like the “Copilot” AI and collaboration tools, which are particularly appreciated in the business sector, though with limitations compared to the subscription-based Microsoft 365 version.
Datev Compatibility as a Stumbling Block
The introduction of the new Microsoft Outlook may pose challenges for companies relying on Datev programs. The provider of software for tax advisors and accountants states on its website that the new “Outlook new” does not support the COM interface. This interface is necessary for integrating various Datev functions such as email archiving in Kanzlei-Rechnungswesen or Datev DMS. “The use of ‘Outlook new’ in connection with Datev programs is not supported,” says Datev. To address this issue, Office 2024 users can use the classic Outlook.
Proven Classics Remain Popular
Despite the new Office versions, older Microsoft Office products continue to feature prominently in ITscope’s top list. The Home and Business 2021 licenses rank 4th and 5th, while the Home and Student version is in 6th place. The sustained demand shows that many companies rely on tried-and-tested software. Depending on the distributor, the 2021 licenses are slightly cheaper than the 2024 versions – as of January 9, 2025, the wholesale price difference is around €15.
Supplementary Software Solutions for Businesses
In addition to the Office packages, specialized applications are gaining importance in the B2B sector. On ITscope, solutions like Veeam Backup Essentials, used for data backup, and Lexware financial office 2024, which combines accounting, payroll, and inventory management, are becoming increasingly popular. These solutions are particularly favored by small to medium-sized businesses. Virtualization solutions such as VMware VCF-VSP-STD‑8 are also attracting growing interest.
Mobile Phones: Variety Meets Brand Strength
In 2024, Apple and Samsung equally shaped the smartphone market in the B2B segment. Apple’s new iPhones consistently dominated the rankings of the most-clicked products on ITscope – particularly in the Top 15 and Top 100, which we regularly analyze in the Market Barometer.
However, a more nuanced picture emerges in a year-on-year comparison: While Apple led ITscope’s click statistics in 2024, Samsung, with its broader product range (342 models in Q4 compared to Apple’s 267), achieved more clicks overall. Over the entire year, Samsung captured 44% of total clicks, while Apple stood at 37%.
Strong Final Quarter for Apple
In Q4, however, Apple claimed the top position. Notably, Apple models are generally significantly more expensive than those from Samsung – a testament to the continued success of premium products in the B2B sector. Apple also benefited from the traditionally increased clicks before Christmas, as many companies allocate remaining end-of-year budgets.
Apple and Samsung dominate the mobile phone category: Other manufacturers like Google or Xiaomi play only a minor role.
iPhone 15 Takes the Lead
With 3,732 clicks in Q4, the iPhone 15 (average wholesale price: €668) was not only the most popular smartphone of Q4 but also the most-clicked mobile phone on ITscope in 2024. Its A17 Pro chip and robust build make it a popular choice in professional settings.
The iPhone 16 Pro Max impressed ComputerBase with improved battery life and innovative camera controls. Despite a high average wholesale price of €1,200, demand was strong. The iPhone 16 (€768) and Samsung’s Galaxy S24 (€636) also performed well: While the iPhone stood out for its powerful processor, Notebookcheck praised the compact design of the Galaxy S24 but criticized the efficiency of its Exynos chip.
Tablets: Growth and New Leaders
After a slight decline in clicks in Q3 2024, the tablets category experienced a strong recovery in Q4. Tablets were once again in high demand, and annual figures show overall growth compared to the previous year. Q4 saw significant shifts in the rankings: the Microsoft Surface Pro 10 secured the top position for the first time with 4,541 clicks, displacing the previously leading Apple models.
Tablets are becoming increasingly popular in the B2B environment year by year.
Microsoft and Apple in Competition
The Microsoft Surface Pro 10 impressed WinFuture with its brilliant display and strong performance. With an average wholesale price (WSP) of €1,416, it is the most expensive tablet in the rankings. However, Apple remains a strong competitor: the 10th-generation iPad models rank 3rd and 4th and, when combined, would have been the most-clicked tablets of the quarter. Essentially the same product with identical specifications, they differ only in article numbers and possibly minor internal changes. The 2022 model runs on iOS 16, while the 2024 version features iOS 18. The new model is also slightly cheaper, with an WSP of approximately €322 compared to €337 for the older version.
Specialized Tablets for the Business Sector
Samsung and Microsoft also offer specialized tablets: the robust Galaxy Tab Active5, ideal for fieldwork, ranks 6th with 1,774 clicks and an average WSP of €396. The Surface Pro 10 for Business follows in 11th place with 1,281 clicks and an WSP of €1,228, targeting professional users with its high-performance hardware.
PC-Komplettsysteme: Flexibilität als Schlüsselfaktor
Manufacturers like Dell and HP have reportedly faced sales challenges in the PC market, as reflected in their stock prices, according to media reports. On ITscope, however, demand for PC systems remains stable and has even increased compared to the previous quarter and year – an indication of continued investment readiness in the German B2B sector. Compact and easily upgradeable devices are particularly in demand to meet the growing needs of modern work environments.
Demand for PC systems increased significantly in Q4 2024 – a positive trend compared to the previous year
HP Pro 400 G9 and Lenovo ThinkCentre M70q Lead the Rankings
The HP Pro 400 G9 leads the category with 5,821 clicks.
In second place is the Lenovo ThinkCentre M70q Gen 4, which has been unavailable since October. Its successor, the M70q Gen 5, ranks 5th and features an Intel Core i5-14500T and improved energy efficiency at a wholesale price (WSP) of €634.
Mid- and Tower Systems Still in Demand
Mid- and tower models like the Lenovo M70s (7th place, 1,688 clicks) and the Lenovo M70t Gen 5 (10th place, 885 clicks) stand out for their flexibility and expandability. PCMag praised the Lenovo M70s for its quiet operation and ease of customization and upgrades. With WSPs of €585 and €618, these devices offer powerful options for a wide range of office requirements.
Mac mini as a Compact Contender
Taking a different approach, the Apple Mac mini M4 ranks 9th with 926 clicks. The mini PC impresses with the high single-core performance of its M4 SoC. However, Notebookcheck criticized the lack of upgrade options and high prices for storage expansions. Its 256 GB SSD capacity is no longer up to date, and the cost for upgrading to 512 GB is too high.
Multifunction Printers and TFTs: Decline in Both Categories
The multifunction printer and TFT categories remain important areas for system houses and IT service providers, especially for customer consultations. However, Q4 saw no significant product innovations, and clicks continued to decline – with a more pronounced year-on-year decrease for printers than for TFTs. Consequently, the analysis in this Market Barometer is shorter. Nevertheless, the figures have been evaluated as usual and are available in tabular form in the
Interest in multifunction printers and TFT monitors on ITscope is steadily declining.
Average Wholesale Prices (WSP) as of 01/07/2025.
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Über das ITscope Marktbarometer
ITscope ist eine der führenden Plattformen für IT-Beschaffung und ‑Vertrieb im B2B-Bereich und unterstützt damit Systemhäuser, Reseller, Distributoren und Hersteller bei der Digitalisierung ihrer Prozesse. Das ITscope Marktbarometer erscheint quartalsweise und ermöglicht spannende Insights in die ITK-Branche: Welche Produkte sind bei B2B-Kunden besonders gefragt? Wie entwickeln sich die Einkaufspreise für Smartphones, Notebooks oder Prozessoren? Mit dem Marktbarometer bietet ITscope exklusive Einblicke in Marktbewegungen und Verkaufstrends des Channels.