Global PC Shipments Decline 4% YoY in Q2 Due to Rising Memory Costs; ASUS Grows 4% on AI PC Momentum

According to Counterpoint Research's latest preliminary PC shipment statistics, global PC shipments in Q2 2026 totaled approximately 65 million units, a 4% decline year-on-year. This marks the first annual decline after five consecutive quarters of growth since Q1 2025, with ASUS achieving 4% growth driven by AI PC momentum.

Counterpoint Research指出 that enterprise refresh demand driven by Windows upgrades and the ongoing adoption of AI PCs continue to support the market. However, rising memory prices have increased PC component costs, beginning to impact OEM production planning and end-market demand. Rising DRAM prices have increased the overall bill of materials (BoM) for PCs, prompting some OEMs to adjust product pricing, entry-level specifications, and product portfolios in response to cost changes.

Key brand performance in Q2 2026 is as follows: Lenovo maintained its position as the global leader with a 25.6% market share, shipping approximately 16.6 million units, down 2% YoY. Its scale-based procurement and supply chain management capabilities helped mitigate the impact of memory supply fluctuations.

HP (HPQ-US) saw an 8% year-on-year decline in shipments. Its product portfolio is concentrated in mainstream consumer and mid-tier commercial markets, making it more visibly affected by rising costs. Dell (DELL-US) declined 6% YoY, with its commercial market presence providing some support. Apple (AAPL-US) benefited from the launch of its Neo series, achieving a 13% year-on-year increase in shipments.

ASUS (2357-TW) grew 4% YoY, continuing to expand its AI PC product lineup, including the Vivobook and ProArt series. The top five brands collectively held nearly 78% market share, indicating continued market concentration. Other brands saw generally flat or declining shipments.

Minsoo Kang, Senior Analyst at Counterpoint Research, stated: 'After rapid memory price increases in Q1, prices stabilized in Q2, but overall costs remain relatively high. We expect price-sensitive entry-level products and consumer market demand to be somewhat affected, while the enterprise market is expected to continue benefiting from refresh demand driven by the end of Windows support.'

Counterpoint Research believes recent Apple price adjustments reflect that cost changes are gradually being passed through to end markets. Other PC OEMs are expected to follow with pricing adjustments in the second half of the year, leaving room for further increases in the overall PC average selling price (ASP).

David Naranjo, Vice Director at Counterpoint Research, said: 'Memory supply and costs have become key factors affecting the PC market. As component costs rise, OEMs will increasingly focus on higher-value products such as AI PCs. The enterprise market is expected to continue benefiting from Windows upgrade and AI adoption demand, while the pace of consumer market recovery will depend on component cost trends.'