Further price hikes are expected in the coming quarters. A tight memory supply continues to push up system costs, while price adjustments to CPUs and fluctuations in supply availability are further deteriorating cost structures with brands increasingly compelled to raise retail prices to maintain profitability.
Market polarisation among notebook brands is expected to intensify in 2026 with leading brands better positioned to maintain relatively stable access to components and cost control.
Apple has recently introduced a lower-priced model, the MacBook Neo (pictured).
Key factors behind this move include its in-house Apple Silicon chips, which reduce reliance on external CPU suppliers and provide greater flexibility in capacity allocation and cost negotiations.
Additionally, Apple’s highly standardised product specifications, streamlined model lineup, and concentrated memory capacities and configurations enable it to scale procurement volumes and strengthen long-term contract negotiations.
TrendForce estimates that Apple’s notebook shipments will grow 7.7% YoY in 2026, outperforming the broader market trend.
This is based on Apple’s ability to expand into lower price segments, adopt a proactive pricing strategy, and maintain stronger chain control than its peers.
