Apple's Performance Amid Market Decline
Estimates from Counterpoint Research for the third quarter of 2026 revealed Apple's relative resilience in the PC market, as it managed to increase its market share from 8.7% to 9.8%, despite an 11% decline in its Mac shipments to 5.6 million units.
This performance comes at a time when the global PC market experienced a sharp contraction of 21%, with total shipments falling to 57 million units. The research firm noted that the MacBook Neo played a pivotal role in supporting Apple's performance and helping it outperform its competitors under these difficult economic conditions.
Why This News Matters
This report reflects the structural challenges currently facing the technology sector, as rising component and memory costs have led to higher PC prices, prompting consumers to delay purchases. Although corporate fleet replacements and transitions to new Windows systems provided some support for demand, they were not enough to prevent the overall market contraction.
Market Ranking of Companies
Apple maintained its fourth-place position globally among PC manufacturers, while major competitors recorded larger declines in shipments:
- Lenovo: Led the market with a 26.3% share, with a 23% decline in shipments.
- HP: Came in second with an 18.1% share, with a sharp 31% decline in shipments.
- Dell: Ranked third with a 13.3% share, and its shipments fell by 25%.
- ASUS: Was the only company among the top five to record a smaller decline than Apple, as its shipments fell by only 7%, giving it a market share of 9.2%.
Future Outlook
Counterpoint's forecasts indicate continued pressure on the sector, with global shipments expected to fall by 27% year-on-year in the fourth quarter of 2026. Estimates for 2027 also point to a stabilization in shipment volumes compared to 2026 levels, suggesting a period of prolonged stagnation in the PC market.