Global notebook shipments are showing clear signs of further weakening, according to TrendForce’s latest findings on the notebook industry. However, it’s good news for Apple.
From TrendForce: Apple has recently introduced a lower-priced model, the MacBook Neo. Key factors behind this move include its in-house Apple Silicon chips, which reduce reliance on external CPU suppliers and provide greater flexibility in capacity allocation and cost negotiations. Additionally, Apple’s highly standardized product specifications, streamlined model lineup, and concentrated memory capacities and configurations enable it to scale procurement volumes and strengthen long-term contract negotiations.
TrendForce estimates that Apple’s notebook shipments will grow 7.7% YoY in 2026, outperforming the broader market trend. This is based on Apple’s ability to expand into lower price segments, adopt a proactive pricing strategy, and maintain stronger chain control than its peers.
For other manufacturers, the outlook is not so rosy. TrendForce has revised its 2026 full-year shipment forecast downward from -9.2% to -14.8% year-over-year (YoY) amid expectations of deteriorating end-market demand and rising supply chain costs, reflecting a deeper industry correction.
“Further price hikes are to be expected in the coming quarters,” says the research group. “Consumers are becoming more cautious as prices rise, and a growing wait-and-see sentiment is expected to further suppress shipment momentum.”
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