Global PC Shipments Tumble 21% as Rising Memory and Component Costs Hit the Market
The global PC market is facing one of its toughest downturns in years, with shipments falling sharply as higher memory and component prices continue to pressure both buyers and manufacturers. According to recent industry data, worldwide PC shipments dropped 21% year over year in the third quarter of 2026, falling to 57 million units from 72.2 million units in the same period last year.
The decline reflects a difficult mix of rising system prices, weaker consumer demand, and ongoing supply pressure in key components such as DRAM and NAND. Much of that pressure is being tied to the rapid growth of AI infrastructure, which has absorbed large amounts of memory supply and pushed costs higher across the technology sector.
As a result, PC makers are being forced to deal with a market where affordability is becoming a major concern. Consumers are delaying upgrades, businesses are becoming more selective with refresh cycles, and manufacturers are struggling to balance pricing with profitability.
Lenovo remained the top PC vendor in Q3 2026, shipping 15 million units and securing a 26.3% share of the global market. However, even the market leader was not immune to the downturn, with shipments falling 23% compared with the previous year.
HP held second place with 10.3 million units shipped and an 18.1% market share. It recorded the steepest decline among the leading vendors, with shipments dropping 31% year over year. The sharp fall highlights how difficult the market has become, especially in segments where buyers are highly sensitive to price increases.
Dell ranked third with 7.6 million units shipped, giving it a 13.3% market share. Its shipments declined 25% year over year, showing that even relatively stronger commercial demand could not fully protect the company from the broader slowdown in global PC demand.
Apple performed better than most of the market, although it still saw shipments fall 11% year over year to 5.6 million units. Its market share rose to 9.8%, up from 8.7% a year earlier, helped by stronger positioning in the premium laptop category and continued interest in its MacBook lineup.
ASUS was the most resilient among the major vendors, shipping 5.2 million units. Its shipments declined only 7% year over year, while rising 19.4% compared with the previous quarter. The company increased its market share to 9.2%, compared with 7.8% a year earlier, making it one of the few bright spots in an otherwise weak quarter.
The situation may get worse before it improves. Industry forecasts suggest global PC shipments could fall another 27% year over year in the fourth quarter of 2026. If that projection holds, the PC market will close the year under intense pressure from elevated component costs and slowing replacement demand.
Commercial demand has offered some support, especially as companies continue Windows migration projects and update aging device fleets. However, that demand has not been strong enough to offset the weakness in the consumer market. For many households, higher PC prices are making upgrades easier to postpone, even when older systems are due for replacement.
Analysts say rising memory and component costs are forcing PC vendors into difficult decisions. Manufacturers must either absorb higher costs and protect sales volumes, or raise prices and risk pushing more buyers out of the market. In many cases, vendors are also prioritizing higher-end configurations that can better support margins, which may leave fewer affordable options for budget-conscious consumers.
This creates an additional problem for shipment volumes. Even when customers need new devices, fewer low-cost models can make replacement decisions harder. That is especially important in emerging markets and consumer segments where price plays a major role in purchasing decisions.
The pressure from DRAM and NAND pricing remains a central issue for the PC industry. Some market expectations suggest memory price increases could begin to ease in the first half of 2027, but shortages may not disappear quickly. Some memory suppliers have warned that tight supply conditions could last into 2028, especially if AI-related demand continues to expand at its current pace.
Looking ahead, global PC shipments in 2027 are expected to remain broadly flat compared with 2026. That may signal stabilization, but not necessarily a real recovery. Instead, the industry could be entering a new phase where shipment volumes settle at a lower level while buyers take longer to replace devices.
AI PCs, premium displays, more efficient processors, and differentiated designs may provide growth opportunities for certain brands. However, innovation alone may not be enough. The most successful PC makers will likely be those that can combine appealing products with competitive pricing, disciplined supply-chain management, and clear value for both consumers and businesses.
For now, the PC market remains under heavy pressure. Rising memory costs, expensive components, weaker consumer demand, and longer upgrade cycles are reshaping the industry. While Apple and ASUS have shown stronger resilience than most competitors, the broader global PC market is still heading into another difficult quarter as affordability becomes the biggest challenge for buyers and manufacturers alike.
