Global PC shipments are projected to fall 5% year over year to 262 million units this year, as rising memory prices drive upward pressure on device pricing.
Counterpoint Research said on the 26th that sustained increases in component costs are prompting OEMs to raise consumer prices, dampening overall demand.
However, the PC market is showing relatively stronger resilience compared with other consumer electronics, supported by solid replacement demand tied to upgrades to Microsoft Corp.’s Windows 11. About 40% of installed PCs are still running Windows 10 or earlier versions, and Microsoft’s OS transition policy is expected to continue driving hardware replacements, limiting the overall decline.
Performance among vendors is expected to show clear divergence. Leading players including Lenovo Group Ltd., HP Inc. and Dell Technologies Inc. are projected to see shipment declines of around 5%.
Among them, Dell is expected to post a relatively modest decline, supported by its higher exposure to enterprise and premium segments, where demand tends to be less price-sensitive. In contrast, smaller brands such as ASUSTeK Computer Inc. and Acer Inc. are likely to face greater cost pressures from rising memory prices due to their heavier reliance on lower-end markets and smaller-scale component procurement.
Meanwhile, Apple Inc. is turning market volatility into a growth opportunity through a differentiated strategy.
The company is targeting the education segment and onboarding younger consumers into its ecosystem by launching an entry-level laptop, the “MacBook Neo,” priced at $599. It also plans to release its first OLED laptop in the second half of the year, strengthening both the technological sophistication and premium positioning of its product portfolio.
