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Global PC, GPU, and Smartphone market trends 2026

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2026-10-26 06:17 UTC → 2026-10-26 19:31 UTC · added ~~removed~~

By the third quarter of 2026, the PC and smartphone markets faced severe contractions driven by an AI-led memory crisis. Global smartphone shipments fell 22% year-on-year to 255.3 million units, marking the steepest quarterly decline recorded to date. This downturn is linked to DRAM and NAND component costs rising approximately 350% annually as high-bandwidth memory (HBM) demand for AI infrastructure diverts supply from mobile devices. In the smartphone sector, analysts Jeff Pu and Henry Huang of GF Securities project that Apple may be the only major manufacturer to achieve shipment growth in 2026. While the global market is expected to shrink by approximately 14.2% to 1.08 billion units, Apple is forecasted to see a 4% year-over-year increase, reaching 257 million units and raising its global market share to 24%. In contrast, Samsung and Huawei are expected to see flat growth, while Xiaomi and OPPO/realme face significant declines. Apple faces internal challenges, including lukewarm receptions for the iPhone 18 Pro due to weight concerns and production constraints regarding hinge supplies and camera limitations. Globally, the PC market saw a significant plunge in Q3 2026, with shipments falling 21% to 57 million units. This slump is attributed to rising costs for DRAM and NAND flash, a phenomenon described as “chipflation,” where higher manufacturing costs are passed to consumers. Lenovo maintained leadership with a 26.3% market share despite a 23% shipment decline. HP and Dell experienced steep declines of approximately 31% and 25%, respectively. Apple and ASUS showed more resilience; Apple’s market share rose to approximately 9.8%, while ASUS shipments fell by only 7%. Analysts ~~predict~~ credit the ~~downturn may intensify in Q4 2026,~~ MacBook Neo, featuring the A18 Pro chip, with ~~potential shipment declines of up~~ cushioning Apple’s decline, as demand for the device exceeded expectations and led to ~~27%.~~ increased production targets.

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