PC Prices Soar as AI Memory Crunch Hits Industry

Key Takeaways

Worldwide PC shipments fell 4.9% year over year in Q2 2026.
Memory chip shortages driven by AI demand are pushing up component costs.
Apple is the only major vendor to see growth, but prices across the board are rising.

Worldwide PC shipments experienced a decline of 4.9% year over year in the second quarter of 2026, marking the first drop after nine consecutive quarters of growth, according to new data from IDC (International Data Corporation).

The downturn is primarily attributed to an AI-driven memory shortage that continues to disrupt the PC industry. As demand for memory chips used in AI infrastructure increases, the supply for conventional consumer devices has been reduced, leading to higher component costs and price hikes.

Despite lower shipment volumes, PC manufacturers are generating more revenue as they pass on rising component costs to consumers. IDC researcher Jitesh Ubrani noted, 'The real story here is the disconnect between units and dollars: shipments are falling, but revenue is climbing.'

Apple was the only major vendor to post growth during this quarter, shipping approximately 800,000 more PCs than in Q2 2025. This increase brought Apple’s market share from 8.5% to nearly 10%, largely driven by strong demand for the MacBook Neo.

However, even with its growth, Apple has not been immune to higher memory costs. The entry-level MacBook Neo price increased from $600 to $700, while the base MacBook Air now starts at $1,300. Apple’s outgoing CEO Tim Cook acknowledged that limited supply and rising prices are forcing manufacturers to increase product prices.

IDC expects the second half of 2026 to be even more challenging as inventories built before the price surge begin to run out. With memory supplies expected to remain tight, consumers could face higher PC prices and fewer affordable options until the market stabilizes.

The research firm predicts that further price increases are likely through 2027, with vendors preparing for additional hikes. IDC’s Jitesh Ubrani warned that these higher prices could weaken the traditional PC upgrade cycle later this year.