Brace for the looming 2026 crisis as consumers flock to buy computers
Jakarta, CNBC Indonesia - Concerns about a potential memory-chip shortage have begun to spur a surge in computer purchases throughout 2025. This is because many observers expect electronic device prices to rise in 2026.
The price-rise predictions relate to the potential shortage of memory chips that are a key component of a range of technology devices. If supply is constrained, production costs for devices such as computers, smartphones and household appliances are expected to be pushed higher.
The surge in demand for memory chips is itself driven by advances in artificial intelligence (AI). This technology requires memory chips with specifications that differ from those used in ordinary consumer electronics.
As a result, several chip manufacturers prioritise high-tech memory chips for AI needs. The consequence is that conventional chips used in consumer electronics are becoming sidelined.
This pushes prices higher, placing electronics manufacturers in a dilemma: raise selling prices to consumers, or press prices down while not offering hardware upgrades for new products.
The feared memory-chip crisis that could raise electronics prices, along with concerns about tariffs from the Donald Trump administration earlier in the year, and the end of Windows 10 support, are cited as drivers for increased computer sales in 2025.
IDC, the research firm, reported PC shipments rose 9.6% year-on-year (YoY) in Q4 2025 to 76.4 million units, citing FoneArena, Saturday (7 March 2026).
Meanwhile, total PC shipments for 2025 rose 8.1% compared with 2024, to 284.7 million units.
Lenovo remained the market leader, recording 14.5% YoY growth and a 24.9% market share, equivalent to 70.8 million PC units shipped.
HP was in second place with 8.4% YoY growth and a 20.2% market share. A total of 57.5 million PC units were shipped in 2025.
Dell Technologies was in third place with 5.2% YoY growth, a 14.4% share and total 41.1 million PC units shipped.
Apple and Asus ranked fourth and fifth respectively. Each posted double-digit growth, Apple 11.1% YoY and Asus 13.4% YoY.
Apple captured 9% of the global market share, while Asus 7.2%. 25.6 million Apple PCs were shipped, and 20.5 million Asus PCs, in 2025.
Crisis Looms for 2026
PC manufacturers may have ‘pulled out all the stops’ during 2025 due to strong growth. However, the PC market is forecast to come under pressure due to the memory-chip crisis in 2026.
According to FoneArena, average PC specifications are likely to be lower because of memory-chip shortages. Manufacturers will also utilise existing component inventories and raise their average selling prices (ASPs).
Big brands such as Lenovo, Apple, and HP are expected to weather the crisis and leverage their scale and memory allocation to capture market share from smaller and regional vendors, making it harder for smaller brands to survive in the market.
“IDC expects the PC market to be very different in the next 12 months given how rapidly memory dynamics are evolving. Beyond the visible pressure on system prices announced by several manufacturers, we may also see memory specifications for PCs trimmed on average to conserve available memory supplies. The coming year looks highly volatile,” said Jean Phillippe Bouchard, Vice President of IDC Worldwide Mobile Device Trackers.
“The memory shortage is impacting the entire industry, and its impact is likely to reshape market dynamics over the next two years. Large consumer electronics brands are well positioned to leverage their scale and memory allocations to capture market share from smaller and regional vendors. However, the severity of this shortage raises the risk that smaller brands may not survive, and consumers, especially DIY enthusiasts, may delay purchases or redirect spending to other devices or experiences,” said Jitesh Ubrani, Research Manager at IDC Worldwide Mobile Device Trackers.