IDC reports the PC market grew 9.6% in Q4 2025, shipping 76.4 million units. Apple's shipments remained flat at 7.1 million, causing its market share to slip to 9.3%. While the holiday quarter showed strong demand, the Mac lineup didn't capture the same momentum as competitors.

Memory shortages drove the surge as brands stocked up before 2026 price hikes. EMEA led growth with 14%, while the Americas trailed. For 2025, Apple beat the market with 11.1% growth, shipping 25.6 million units, though still trailing Lenovo and ASUS in total volume.

Analysts warn 2026 will be volatile. Shortages may force lower memory specs across the industry, squeezing smaller vendors. Consumers could see higher prices or shift spending. What does this mean for Apple's upcoming M4 Macs? They'll need compelling upgrades to stand out in a tightening supply chain.