London, 8th January 2026 - AI enabled Notebook PCs are entering 2026 at a price point that changes the retail conversation in a real way. New market insights from global market intelligence firm CONTEXT shows that average European retail prices across the UK, France, Germany, Italy and Spain for AI capable Notebook PCs have fallen by 33% year on year, bringing the category firmly into reach for mainstream consumers. 

According to CONTEXT’s TotalMarket Report*, during the peak Q4 2025 buying period, average retail prices for AI Notebook PCs delivering at least 40 TOPS (Tera Operations Per Second) settled at €822. At this level, consumers are no longer weighing AI as a premium add on, but as part of a broader value equation that includes Windows 11 readiness, faster on device processing, improved privacy and the ability to run AI features offline.

This shift is arriving at a moment when many households are still relying on PCs bought during the pandemic years. While consumer confidence remains fragile, the practical benefits of AI enabled devices are strengthening the case to upgrade ageing hardware that is increasingly out of step with modern software and performance expectations.

“AI PCs have quietly crossed an important threshold in retail,” said James Bates, Senior Retail Analyst at CONTEXT. “At today’s prices, consumers are not paying for hype. They are paying for future proofing, better performance and devices that will comfortably last through the next operating system cycle.”

However, the current affordability window may prove short lived. CONTEXT expects pricing pressure to return later in 2026 as supply tightens for key components, particularly memory. Any resulting increases are likely to be felt most sharply in higher specification models, changing the value calculation for both consumers and retailers.

For shoppers, the message is becoming clearer. Price sensitive buyers are unlikely to see better deals as the year progresses, while even performance focused consumers may face noticeably higher costs once component shortages begin to filter through retail pricing.

For the channel, the challenge is more strategic. Retailers, vendors and distributors must decide how aggressively to drive volume at today’s prices, knowing that strong sales now could limit inventory availability in a more margin rich, supply constrained market later in the year.

“Retailers are effectively being asked to choose between volume today and margin tomorrow,” Bates added. “Pull demand forward too hard and you risk running short when pricing firms up. Hold back too much and you leave sales on the table while affordability is working in your favour.”

As 2026 unfolds, promotional activity, financing options such as Buy Now Pay Later, and a growing focus on refurbished devices will all signal how the industry is navigating this tension.

About CONTEXT
CONTEXT is a B Corp™ Certified company that specialises in providing market intelligence and analytics services for the technology industry. We are a trusted partner for global technology leaders, delivering crucial insights that help shape strategic decisions and address business challenges. Our advanced forecasting, analytics, and data management solutions are designed to integrate smoothly into the operations of major tech companies worldwide. This integration supports the monitoring of over £200 billion in annual sales transactions. Our efforts are backed by a dedicated team of over 400 professionals, spread across more than 35 countries, with offices in key cities such as London, Berlin, Paris, Madrid, Milan, Warsaw, Johannesburg, Istanbul, Dubai, Chicago, Buenos Aires, São Paulo, Mumbai, Auckland, Singapore, Seoul, Taipei, and Tokyo.