AI-enabled Notebook PCs have entered 2026 at a price point that changes the retail landscape. New market insights from CONTEXT show that average European retail prices for AI-capable Notebook PCs have fallen by 33% year-on-year, bringing the category within reach for mainstream consumers.

According to our CONTEXT TotalMarket Report, average retail prices for AI Notebook PCs delivering at least 40 TOPS settled at €822 during the peak Q4 2025 buying period. At this level, consumers view AI as part of a broader value equation that includes Windows 11 readiness, improved privacy, and offline processing capabilities.

The upgrade cycle

This shift arrives as many households look to replace PCs purchased during the pandemic. James Bates, Senior Retail Analyst at CONTEXT, notes that consumers are paying for future-proofing and devices that will last through the next operating system cycle. While consumer confidence remains fragile, the practical benefits of these devices are strengthening the case to upgrade ageing hardware.

Inventory strategy for 2026

This affordability window may be short-lived. We expect pricing pressure to return later in 2026 as supply tightens for key components, particularly memory. Any resulting increases will likely affect higher specification models first.

Retailers and distributors now face a strategic decision regarding how aggressively to drive volume at current prices. Strong sales now could limit inventory availability in a more margin-rich, supply-constrained market later in the year. As Bates adds, retailers are effectively choosing between volume today and margin tomorrow.

As the year unfolds, we expect to see the industry navigate this tension through promotional activity and financing options.

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