Global personal computer (PC) shipments are projected to decline 5% year-over-year (YoY) in 2026 to reach 262 million units, according to Counterpoint Research’s Global PC Market Forecast.
The primary headwind is the sustained surge in memory prices, which is forcing manufacturers to raise consumer prices, dampening overall demand. However, Counterpoint says the PC sector remains more resilient than other consumer electronics segments.
Still, the research group says Apple is uniquely positioned to turn this market volatility into a growth opportunity through strategic aggression such as:
° Entry-level disruption: By launching its first-ever $599 laptop (MacBook Neo), Apple is aggressively capturing demand in the budget and education sectors. This strategy aims to maximize long-term revenue from services and lock younger demographics into the Apple ecosystem at an earlier stage.
° Portfolio premiumization: With the expected launch of its first OLED-based laptop in the second half of the year, Apple’s product portfolio will reach an unprecedented level of diversification and technical sophistication.
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