Memory Crisis Drives Q1 2026 PC Sales Surge, But 60% DRAM Price Hike Threatens Recovery

Despite concerns that astronomical memory prices would cripple laptop and desktop sales, the market thrived in Q1 2026. According to Counterpoint Research, global PC shipments jumped 3.2% year over year, driven largely by panic buying and Windows 11 upgrades. However, even bolstered by these factors, a predicted 60% increase in DRAM costs could reverse that trend.

Who profited the most from the memory crisis?

The report reveals that major manufacturers like Lenovo, Asus, and Apple benefited significantly from panic buying. Lenovo executives urged customers to take action, resulting in shipments rising 9% YoY. Asus led the way at 20%, largely due to the memory shortage driving laptop purchases. Apple may be best equipped to withstand dwindling component supplies, with the MacBook Neo already contributing toward an 11% YoY jump in orders.

Counterpoint also noted that smaller OEMs struggled compared to more dominant PC makers. It's more difficult for these companies to secure long-term contracts with DRAM giants like Samsung and SK Hynix, putting them at a competitive disadvantage during the shortage.

Windows 10 end-of-support and AI chips fuel demand

While skyrocketing memory prices were a major factor, Microsoft's end of support for Windows 10 played a significant role. The newer OS required some laptop owners to invest in compatible hardware. The arrival of Qualcomm's Snapdragon X2 Elite processor and other AI-capable chips also had an impact. More companies are relying on AI-driven applications, tempting them to upgrade PCs.

Losses could overwhelm gains in PC sales

The analysis has a much gloomier forecast for the remainder of 2026. The article explains that the increase in shipments resulted from "frontloading demand rather than signaling sustained growth." DDR5 RAM costs have spiked by as much as 100% since late 2025. TrendForce projects that prices could rise by another 50-60% in Q2 2026.

Lenovo, Asus, and their competitors may find that laptop and desktop orders drop noticeably. If DRAM supplies remain low, they could release fewer new models. MSI has already begun shifting some of its focus from gaming inventory to AI servers, as enterprise clients are more likely to continue buying products with higher profit margins.

Unfortunately, the entry-level market is most at risk from inflated memory prices. Many gamers have had to delay new builds because DDR5 RAM has become unaffordable, potentially creating a multi-year gap in the upgrade cycle for budget-conscious consumers.

Source(s): Counterpoint Research, TrendForce