London, 29th May 2026 – European PC revenues continued to grow in the opening weeks of Q2 2026, driven by a shift to higher-end devices and  rising average selling prices, according to market insights from global market intelligence firm CONTEXT.

CONTEXT insights for the first six weeks of Q2 2026 showed notebook revenues across European distribution rising by 12% year-on-year, while desktop revenues increased by 2%. This follows particularly strong Q1 performances of +15% for notebooks and +20% for desktops respectively. 

The latest figures indicate that value growth is increasingly being driven by higher average selling prices rather than unit expansion  Notebook average selling prices (ASPs) increased by 11.4% year-on-year in early Q2, while desktop ASPs rose by 10.5%. At the same time, notebook unit sales declined by 3% and desktop unit sales fell by 7%. 

“After a strong first quarter where unit and revenue growth was fuelled by channel stocking ahead of anticipated price hikes, the dynamic shifted sharply at the start of Q2”, said Marie-Christine Pygott, senior analyst at CONTEXT. “Unit volumes dropped following that period of intense stocking, but revenues continued to climb, albeit at a more moderate pace, driven by a significant rise in average selling prices and a market shift toward higher-end devices”.

CONTEXT also highlighted continued momentum for Apple’s recently launched MacBook Neo range. By April 2026, the MacBook Neo accounted for 33% of Apple notebook sales in Europe, matching the MacBook Air share within Apple’s notebook mix. 

At route-to-market level, distribution continues to dominate the European business PC market, particularly during periods of elevated demand. CONTEXT data showed distribution accounted for an average 71% share of business PC sales in Italy over the last 12 months, alongside 39% in Germany, 38% in the UK and 36% in France. 

“Distribution remains the critical engine of the European PC market, especially within the business segment where partners continue to rely heavily on broad availability, financing options and fast fulfilment,” added Marie-Christine.

About CONTEXT
CONTEXT is a B Corp certified provider of market intelligence and analytics for the global technology industry. The company works with leading manufacturers, distributors and investors to support strategic decision-making through advanced forecasting, analytics and data management. CONTEXT systems track more than £200 billion in annual technology sales transactions, supported by a global team of over 400 professionals operating in more than 35 countries.

Press contact
Funda Cizgenakad
T: +44 7876 616 246
E: Funda@contextworld.com