TrendForce forecasts global notebook shipments will decline 13.6% year over year in 2026, as rising component costs push retail prices higher and weaken consumer demand. Apple's decision to raise prices across its entire MacBook lineup is expected to soften demand once the increases reach end markets in the third quarter, with Apple projected to ship approximately 23.1 million notebooks for the full year. Stronger-than-expected first-half shipments, driven by improved CPU supply and the MacBook Neo launch, pulled forward demand that will leave the second half weaker. Several notebook brands have already seen softer consumer demand, particularly in entry-level and mainstream segments, while commercial and education procurement provide only limited support. The industry faces ongoing pressure from AI server demand diverting semiconductor resources and consumer resistance to higher prices.
Apple Inc.Apple raised MacBook prices, which is expected to soften demand once the increases reach end markets in Q3.