Institution: Apple's comprehensive price adjustment brings changes in consumer demand variables, and it is estimated that global notebook shipments will decrease by 13.6% in 2026.

According to the latest notebook industry research from TrendForce, Apple's comprehensive price increase for MacBook has changed the market's past perceptions. Even high-end brands must now reflect some of the costs to the end market, which is expected to strengthen consumers' expectations of rising prices for notebooks and lead to a more conservative overall demand for upgrading. Considering that the comprehensive price increase of MacBook will be reflected in the end market from the third quarter onwards and consumer demand is slowing down, TrendForce estimates that Apple's notebook shipments will be approximately 23.1 million units in 2026. Strong sales of MacBook Neo and a stable pricing strategy in the first half of the year have outperformed expectations. Even though momentum is slowing down in the second half of the year, the estimated annual shipment growth rate is still expected to remain in double digits.