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Apple's Mac shipments rose by 11 percent in Q1 2026, while the global PC market as a whole grew by only 3.2 percent. However, this growth is not solely due to strong demand, but also to a strategic convergence of several factors.
The global PC market experienced unusual growth in the first quarter of 2026. According to new Counterpoint data, 63.3 million PCs were shipped – an increase of 3.2 percent. Apple's growth was even more pronounced: 6.7 million Macs represent an 11 percent increase compared to the previous year. These figures align with the existing assessment that Apple is growing faster than its competitors in the current market environment – but it's worth examining the reasons behind this.
The main reason for the upswing in the PC market is paradoxical: rising prices. The cost of RAM nearly doubled at the beginning of the year, and further price increases are foreseeable. Consumers and businesses therefore brought forward their purchasing decisions to preempt higher prices later in the year. At the same time, the end of support for Windows 10 is driving many users to upgrade to new hardware. Both effects overlap and create a surge in demand – but not genuine market growth.
Apple's growth has two sources
Apple's 11 percent increase stems from two sources. First, like all PC manufacturers, the company benefits from the acceleration of demand. Second—and this is the Apple-specific factor—sales of new MacBook models started at the end of March, concentrating a large portion of sales into a very narrow timeframe within the quarter.
This results in a seemingly strong growth figure, which, however, needs to be put into perspective. When purchases that are normally spread over several quarters are concentrated in a single quarter, this looks like momentum in the statistics – but reflects the “when” rather than the “how much”.
Why Apple has an advantage in the current environment
The real structural shift is happening beneath the surface. Memory chip prices have been rising for months, and investments in AI infrastructure are growing in parallel – further driving up component costs. This is becoming an increasing problem for PC manufacturers who focus on entry-level segments with thin margins. Counterpoint concludes directly that OEMs must shift their portfolios away from high-volume sales and towards higher-priced, higher-margin products.
Apple doesn't need to initiate this transformation – its Mac lineup is already firmly in the premium segment. Average selling prices are high, the business is less dependent on entry-level volume, and Apple Silicon gives Apple more control over the supply chain than traditional PC manufacturers who rely on external chip suppliers like Intel or AMD.
This aligns with the previously documented strategy in which Apple deliberately accepts lower hardware margins in order to gain market share in the current market situation – secured by high-margin service revenues.
Apple's product cycles have a stabilizing effect
Another difference lies in customer upgrade behavior. Mac buyers tend to follow clear product cycles – new hardware creates defined upgrade moments around launches. The Windows market reacts more strongly to external triggers such as operating system deadlines or price fluctuations. This makes Mac demand more predictable and less susceptible to short-term dips.
Counterpoint expects the surge in pre-purchase demand to subside later this year. Following the Windows 10 upgrade and price anticipation, unit sales are likely to decline. Apple will not be able to completely escape this trend – rising prices and an already exhausted buying cycle are affecting all manufacturers.
Mac growth: What's next?
If the PC market does indeed become smaller, more expensive, and more selective, this structurally aligns better with Apple's strengths than with the volume model that has defined the PC industry for decades. The unexpected success of the MacBook Neo and the anticipated MacBook Ultra should provide further momentum for Apple in the coming quarters – even if the absolute growth rates from Q1 cannot simply be extrapolated.
The earnings report on April 30 will reveal the true extent to which Apple's margins are suffering from the memory crisis – and whether the strong Q1 growth is a one-off effect or the start of a longer period of success. (Image: Shutterstock / Wongsakorn 2468)
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