Global PC shipments fell by 4,9 % during the second quarter of 2026, marking the first decline after nine consecutive quarters of growth, according to data from IDC. This market contraction is driven by a critical shortage of memory components—specifically RAM and flash storage—rather than a lack of consumer demand. While major manufacturers like Lenovo, HP, and Dell reported shipment declines, Apple bucked the trend with a 10 % year-over-year increase.
Supply Chain Constraints Overcome Demand
The current market downturn represents a fundamental shift in industry dynamics. In previous years, PC market volatility was largely tied to wavering consumer interest. According to IDC, the 2026 shortfall is an supply-side crisis. Manufacturers are struggling to secure enough RAM and flash storage, as these components are increasingly diverted to power the massive data centers and servers fueling artificial intelligence development.
Because these memory components are essential for both servers and consumer hardware, the resulting scarcity has driven prices upward. This cost pressure disproportionately affects the entry-level segment, where components represent a higher percentage of the total machine cost. Industry analysts suggest that if memory prices continue to climb, budget-friendly laptops may be the first to vanish from store shelves.
Apple delivered millions of Macs in the second quarter of 2026, compared to millions during the same period in 2025. This performance secured the company a significant global market share.
Why Apple Is Resisting the Trend
While competitors have faced significant headwinds, Apple has maintained growth by leveraging its vertical integration. By designing its own silicon and maintaining tight control over its supply chain, the company is less reliant on the volatile third-party memory market that has hampered other manufacturers.
This advantage is not absolute, however. Apple recently announced price increases across most of its product lineup, excluding iPhones and AirPods. This marks a departure from the company’s previous strategy, where it often maintained stable pricing even when doubling storage capacities in its base models.
Outlook for Hardware Buyers
The industry consensus points toward continued instability in the memory market until at least 2028. For consumers looking to upgrade their hardware, the core dilemma remains unchanged: waiting for prices to stabilize may prove ineffective. Because the scarcity is rooted in the massive appetite of AI-driven server infrastructure, component costs are expected to stay elevated for the foreseeable future.
If you are planning to purchase a new machine, prioritize models that offer the RAM and storage capacity you need today. With component costs rising and supply limited, waiting for a “better deal” in the coming months may lead to either higher prices or limited availability of base-level configurations.
Frequently Asked Questions
Why are RAM and SSD prices increasing?
According to market analysis, the surge in demand for artificial intelligence infrastructure has led to a shortage of memory chips. Data centers are consuming a significant portion of the global supply, leaving less available for consumer PC manufacturing.
Is the PC market declining because people don’t want new computers?
No. IDC reports that consumer demand remains stable. The current decline in shipments is attributed to supply chain shortages rather than a lack of interest from buyers.
When will the memory shortage end?
Industry projections suggest that the current market tension surrounding RAM and flash storage is unlikely to ease significantly before 2028.
Why is Apple’s PC growth different from other manufacturers?
Apple’s control over its own chip design and supply chain logistics allows it to navigate component shortages more effectively than competitors who are more heavily reliant on external memory suppliers.
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