Apple Gains Market Share as Global PC Sales Decline

The global PC market has experienced a significant downturn in the second quarter of 2026, with most major desktop and notebook manufacturers seeing a notable drop in sales volumes. According to market research firms IDC and Omdia, worldwide shipments of PCs and notebooks fell by between 3.6% and 4.9% compared to the same period last year. This decline translates to as many as 3.5 million fewer units sold, with total shipments estimated between 65.7 million and 68.2 million devices for the quarter.

The primary driver of this market contraction is the steep rise in the cost of memory components, specifically DRAM and NAND-Flash storage, which are essential for producing both desktop PCs and notebooks. The price surge for these components has led to higher manufacturing costs, forcing companies to raise their retail prices. While the impact of these increases was not immediately felt in the first quarter, as many consumers preemptively upgraded their hardware in anticipation of further price hikes, the effects became evident in the subsequent quarter as demand softened.

Among the top five global PC manufacturers, HP was the most affected by the downturn. Its sales dropped by approximately 9%, with both IDC and Omdia reporting around 13 million units shipped. This decline widened the sales gap between HP and market leader Lenovo, which recorded a more modest decrease of just over 2%, maintaining its lead with an estimated 16.6 million units sold.

In contrast to the broader negative trend, Apple managed to achieve robust growth during this period. Market analysts attribute this outperformance to the company's MacBook Neo, which gained traction due to its competitive pricing amidst industry-wide cost pressures. IDC reported a sales increase of over 10% for Apple, reaching 6.7 million units, while Omdia estimated growth at nearly 16%, with close to 7.3 million units shipped. This performance enabled Apple to capture approximately 10% or more of the global market share, depending on the methodology used.

The MacBook Neo's appeal was largely its accessibility in a market characterized by escalating prices. In some regions, the device was available for under 600 euros without educational discounts, making it an attractive option for budget-conscious consumers. However, Apple implemented a price increase at the end of June, raising the standard cost of the MacBook Neo to 800 euros, with retail prices now starting at just under 700 euros. The impact of this adjustment on future sales figures remains to be seen.

Despite the overall decline in unit sales, total revenues in the PC industry have not suffered to the same extent. According to IDC, manufacturers have been able to offset reduced demand by implementing higher prices, which has led to revenue growth even as shipment volumes fall. Omdia's analysis further reveals that notebooks continue to dominate the market, accounting for nearly 80% of all devices sold, while desktop PCs make up just over 20%. The contraction in demand has affected both product categories, demonstrating the widespread nature of the current industry challenges.

The market developments underscore the significant impact that component pricing can have on consumer electronics. As manufacturers and consumers alike adapt to these changing dynamics, the coming quarters will reveal whether recent pricing strategies and product launches can sustain or alter current trends in the global PC market.