Preliminary data from Counterpoint Research shows that global PC shipments fell 21% year-on-year in the third quarter of 2026 to 57 million units, down 13.8% from the previous quarter. Rising prices for memory and other components pushed up overall device prices and dampened market demand.
Higher PC prices and insufficient consumer willingness to replace devices kept consumer demand persistently weak. The commercial market was supported by equipment refresh cycles and Windows migration, performing relatively steadily, but this was still not enough to offset the broader market contraction. The high base from the same period last year was also an important reason for the year-on-year decline: at that time, the market concentrated purchases ahead of the end of Windows 10 support, and tariff-related inventory adjustments further boosted shipments.
Lenovo remained firmly in the top position, while Apple and Asus outperformed the broader market. Lenovo shipped 15 million units, with a 26.3% market share, remaining the world's largest vendor, although its shipments fell 23% year-on-year. HP ranked second with shipments of 10.3 million units and an 18.1% market share, down 31% year-on-year, the largest decline among the top six vendors. Dell came in third with shipments of 7.6 million units, down 25% year-on-year, and a 13.3% market share; resilient commercial demand did not allow it to avoid the industry downturn. Apple shipped 5.6 million units, down 11% year-on-year, with a 9.8% market share, compared with 8.7% in the same period last year. The MacBook Neo cushioned the decline and helped the company outperform the broader market. Asus shipped 5.2 million units, down only 7% year-on-year and up 19.4% quarter-on-quarter, the smallest annual decline among the top five vendors; its market share rose from 7.8% to 9.2%.
Together, these five companies accounted for 76.7% of total global PC shipments. All other vendors combined shipped 13.3 million units, down 16% year-on-year. Rising memory and component prices have lifted overall device prices, prompting consumers to delay replacements, and pressure on the global PC market continues to intensify. Although commercial equipment refresh cycles and Windows migration provide some support, they are no longer enough to reverse the broader trend of weakening demand.
Analyst Kang said Apple and Asus have shown greater resilience through differentiated product portfolios and precise positioning. However, price affordability is becoming an increasingly central purchasing consideration, and even industry leaders will find it difficult to maintain shipment growth momentum. Higher component costs have also squeezed vendors' room to offer low-priced models. Vendors are prioritizing configurations that can more easily absorb cost increases, leaving price-sensitive consumers with fewer affordable options and causing them to continue delaying replacements even when old devices are due for an upgrade, which weighs on shipments.
Counterpoint expects global PC shipments to fall 27% year-on-year in the fourth quarter of 2026. Associate Director David Naranjo believes the PC industry is entering a period of structural adjustment: rising component prices, higher device prices, and longer replacement cycles are reshaping the market landscape. OEMs are caught in a dilemma: they must protect profits while also managing product pricing, even as consumer demand continues to weaken. He warned against mistaking market stabilization for a recovery. The firm forecasts that full-year PC shipments in 2027 will be roughly flat with 2026, meaning the industry is only stabilizing at a lower shipment scale rather than returning to a growth trajectory.
The report also noted that AI PCs, high-end displays, and differentiated specialty products are potential opportunity areas, but vendors need to combine technological innovation, competitive pricing, supply chain control, and value experiences for both consumer and enterprise customers.
Comments