2025 proved to be a tumultuous year for the PC market, marked by significant technological advancements and persistent economic concerns. The year kicked off with the launch of new generations of Nvidia and AMD graphics cards, yet it ended with rising tariff worries and an impending memory crisis. Preliminary reports indicate that PC sales concluded the year on a high note, showing a 9.6% year-over-year growth in the fourth quarter according to a report from the Internal Data Corporation (IDC). However, IDC cautioned that the landscape could drastically change in 2026 due to the rapidly evolving memory situation.
Jean Philippe Bouchard, IDC’s research vice president, noted that the pressures on pricing are already evident, with some manufacturers announcing price increases. He stated, “Beyond the obvious pressure on prices of systems… we might also see PC memory specifications be lowered on average to preserve memory inventory on hand. The year ahead is shaping up to be extremely volatile.” This volatility could reshape the competitive dynamics of the market, favoring larger brands while threatening the survival of smaller vendors.
As the year closed, major players such as Lenovo, HP, and Dell experienced notable increases in market share. Lenovo, leading the pack, shipped 19.3 million units in Q4 2025, marking a significant rise from 16.9 million in Q4 2024. HP followed with 15.4 million shipments, up from 13.7 million, while Dell also saw growth in its shipments from 9.9 million to 11.7 million in the same period. In contrast, both Apple and Asus experienced marginal declines in their market shares, suggesting a shift in consumer preferences towards the larger, more stable brands.
According to Jitesh Ubrani, the research manager for IDC’s Worldwide Mobile Device Trackers, the landscape favors large consumer electronics brands that are better positioned to leverage their scale and memory allocations. “Large consumer electronics brands are well positioned to leverage their scale and memory allocations to capture shares from smaller and regional vendors,” he remarked. However, the ongoing memory crisis raises the risk of smaller brands not surviving, with potential ramifications for DIY enthusiasts who might delay purchases or reallocate their budgets towards alternative devices.
Looking ahead, IDC anticipates that average selling prices for PCs may rise in 2026 as vendors focus on midrange and premium systems to offset the increasing costs of components, especially memory. This strategic prioritization could lead to a market where larger brands dominate, leaving niche competitors at a disadvantage. Omdia’s end-of-year report echoes IDC’s findings, projecting a 9.2% growth year over year while warning that the memory crisis might exacerbate these trends.
Ben Yeh, principal analyst at Omdia, elaborated on the supply-side pressures that could shape the PC market in the coming year. He stated, “Actual shipment performance will hinge on vendors’ memory and storage procurement and negotiating leverage; beyond scale, their track records and credibility with suppliers will be a decisive factor in determining their success in navigating this period of complexity.” This highlights the growing importance of established relationships within the supply chain, which may dictate which companies can weather the memory shortage.
As 2026 approaches, the sustainability of smaller brands becomes increasingly uncertain. If memory shortages persist, the competitive gap between large corporations and their smaller counterparts may widen further. The implications of this could be significant not just for the manufacturers but also for consumers who may find fewer options tailored to their preferences. With the demand for replacement devices remaining strong, the PC market is poised for a potentially turbulent year, underscoring the need for consumers to remain vigilant about their purchasing decisions.
