Memory Crisis Lowered PC Shipments, While Apple Broke the Trend

The global personal computer (PC) market is experiencing a contraction for the first time in more than two years due to the impact of a memory chip shortage caused by artificial intelligence-driven demand. According to the latest data announced by the International Data Corporation (IDC), worldwide PC shipments decreased by 4.9 percent year-over-year in the second quarter of 2026. This decline dragged the total shipment volume down to 68.2 million units, ending a streak of nine consecutive quarters of growth. In addition to rising component costs, supply constraints in storage and global geopolitical issues are cited as the main factors in the market's contraction. The massive demand for artificial intelligence technologies is severely disrupting market balances by forcing manufacturers to pass costs on to consumers and implement price increases.

The relevant data reveals a growing gap between shipment volume and revenue generated in the PC market. Because manufacturers are increasing prices much faster than consumer demand is weakening, the overall revenue of the sector continues to rise despite a decrease in the number of units sold. IDC Research Director Jitesh Ubrani emphasized the severity of the situation by describing it as a dizzying disconnect between shipments and revenue. Experts predict that the current memory chip shortage will not be resolved until early 2028. This means that suppliers will continue to increase prices even more aggressively until 2027, which will keep the market under pressure.

This negative picture signals a period that will directly affect consumers and businesses wanting to transition to new-generation artificial intelligence-supported laptops and desktop computers. Rising prices have the potential to slow down technology upgrade cycles in particular, putting those considering purchasing devices at higher price points in a difficult position. Many of the largest Windows-based PC manufacturers took a heavy hit from this market contraction. Lenovo, the market leader, managed to stay at the top by maintaining its 24.4 percent share despite a 2.1 percent decrease in its shipments. HP, which followed it, and Dell, recorded significant drops of 9 percent and 5 percent in their shipments respectively; while ASUS's shipments were limited to a mere 0.2 percent increase.

Despite all this market contraction, Apple stood out successfully by forming a remarkable exception. The company's Mac computer shipments showed an impressive increase of 10.1 percent compared to the same period of the previous year. Thanks to this rise, the company's share in the global PC market reached 9.9 from 8.5. In statements made by IDC, it was noted that one of the biggest reasons for Apple's success is the intense demand for its new budget-friendly laptop, the MacBook Neo. Additionally, it was reported that Apple, parallel to the general cost pressures in the industry, also raised prices for its Mac series, but consumer interest in the new products did not decline.

This data signals a period in which the competitive dynamics in the PC sector are becoming even more distinct and major players are growing stronger. Giant companies such as Apple, Lenovo, Dell, and HP are using their scale and supplier relationships to secure scarce memory stocks. This situation puts smaller rivals who struggle to find supply in an even more difficult position, paving the way for the strengthening of a market monopoly. On the other hand, it is estimated that PC shelf prices will rise even further as the increase in wholesale prices is reflected in retail. As current inventories begin to deplete and the impact of new component price increases is felt, the market's growth is expected to slow down even further in the second half of 2026.