IDC forecasts an 11.3% decline in global PC shipments for 2026 as memory shortages worsen. Conditions deteriorate progressively through Q4 when shipments fall 20% year-over-year, with no relief expected before end of 2027. Rising average selling prices force manufacturers to trim product portfolios. Against this backdrop, Apple's MacBook Neo drives stronger-than-expected notebook demand.

The MacBook Neo, launched at $599, pairs the A18 Pro chip with 8GB memory targeting the sub-$700 segment. This market represents 75 million units annually, nearly 40% of total notebook volume. IDC calls the device "putting real pressure on the entire PC ecosystem," prompting rivals to respond with new silicon, an improved OS from Microsoft, and aggressive pricing.

While memory costs push most vendors toward higher-priced systems or specification cuts, Apple moves in the opposite direction. The MacBook Neo provides partial offset to broader price increases, preserving low-cost options despite the upward trajectory of average selling prices. Higher-end Mac models like Mac mini and Mac Studio face more direct impacts from the memory shortage.