The computer market has just faced one of the darkest periods in recent times. IDC analysts estimate that PC shipments fell 4.9 percent in the second quarter (Q2) of 2026, marking the first decline. in more than two years – although one company emerged unscathed.
the dive was largely driven by a “persistent memory chip shortage” along with storage shortages and political issues, according to researchers. Revenue is growing primarily because companies are raising prices faster than demand is falling. Many PC brands bought inventory well in advance to avoid these price increases.
- Brand
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Apple
- Operating system
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macos
The largest Windows PC makers were often the hardest hit, IDC says. Market leader Lenovo fell 2.1 percent, while HP shipments fell a staggering 9 percent. Dell fell 5 percent, while ASUS barely held firm with a 0.2 percent increase.
The only exception was Apple. Its shipments rose 10.1 percent in the second quarter, giving it a 9.9 percent market share and closing the gap with its closest rival, Dell (unchanged at a 13.6 percent share).
Why did Apple gain market share?
The MacBook Neo played a key role
IDC believes that Apple bucked the PC industry’s downward trend for one main reason: the macbook neo. Its first budget laptop is designed for an audience the company has never reached before, and shipments reflected that. strong demand.
The Neo launched at $599, well below the MacBook Air’s typical $999-plus starting price, but it retains much of the company’s design. That is helped by the use of an iPhone chip which equals or exceeds the M1 in performance, but with much less power consumption. That allows Apple to keep costs down (such as using a small battery) without as many compromises as some rivals.
Apple had to raise prices in June, including a $100 increase for the MacBook Neo. Still, the brand remains “well positioned against rivals facing the same cost pressures,” according to IDC’s vice president of consumer devices, Jean Philippe Bouchard. In other words, Windows competitors have also had to raise prices: the Neo remains a relative bargain.
The future looks bleak
Don’t expect the situation to improve anytime soon. IDC doesn’t expect memory shortages and other issues to go away until early 2028, and manufacturers expect more price increases in 2027. You might still want to buy a PC now, if only because the price could get worse next year.
The second half of 2026 could be worse than the first. Companies aren’t stocking up like they used to, so IDC expects a “sharp slowdown” in growth over the final six months of the year.
There are also concerns that tech giants could “squeeze” their rivals, IDC adds. Heavyweights like Apple, Dell, and Lenovo can use their influence in other areas (like phones and servers) to buy memory in volumes that smaller companies can’t match. Your favorite ‘indie’ PC brand could be struggling as it charges more or has to limit the products it sells.
