Apple's Mac shipments grew 11% in the first quarter of 2026, outpacing a PC market that managed just 3.2% overall growth. The company shipped 6.7 million Macs during the quarter while global PC shipments reached 63.3 million units, according to Counterpoint Research. New MacBook models that began shipping in March concentrated sales into the quarter, inflating the year-over-year comparison.

The broader PC market's modest growth wasn't driven by organic demand expansion. Memory prices nearly doubled quarter-over-quarter entering 2026, prompting both consumers and businesses to pull purchases forward to avoid anticipated price hikes. Windows 10's end of support added another layer of urgency, forcing upgrades across the consumer and commercial sectors that might otherwise have stretched across several quarters.

The dynamics favor Apple's premium positioning. As component costs rise, traditional Windows OEMs are struggling to sustain low-margin systems and must pivot toward midrange and premium devices. Apple already operates at that higher price tier with stronger average selling prices. The company's more predictable upgrade cycles tied to product launches also provide stability, unlike competitors reliant on external triggers like OS deadlines or pricing shifts. Those advantages should serve Apple well as the PC market contracts and becomes more selective, though higher prices will likely impact shipments later in 2026.