TrendForce reports that the second quarter revealed notebook inventory channels displaying healthy levels. Both North America and Asia-Pacific regions are demonstrating a healthy appetite for mid and low-tier consumer models. This isn’t just a race to restock; it’s a strategic move to gear up for the anticipated back-to-school wave in the third quarter. And here’s the zinger—just as Google prepped to roll out its licensing fees, Chromebook shipments hit a peak. This surge propelled Q2 notebook shipments to 42.52 million units, marking a 21.6% quarterly leap. However, a look at the overall picture reveals a total of 77.5 million units shipped in the first half of the year—down 23.5% YoY.

TrendForce further points out that for 2H23, growth momentum is anchored in the purchasing power of end consumers. However, with the economic outlook of the two major notebook markets—the US and Europe—shrouded in uncertainty, the typical seasonal purchasing demand is muted. What’s more, some of this demand was already met in Q2. As a result, Q3 notebook shipments are forecast to witness a moderate growth of 3.8%, tallying up to 44.13 million units. Annual notebook shipments are projected to hit 163 million units, marking a YoY decline of 12.2%.

Gearing up for 2024, the tech horizon looks promising. As market inventories align with healthier metrics and anticipated inflationary pressures begin to stabilize, global notebook shipments are poised for a potential rebound. Yet, it’s not all roses. With the global consumer environment still feeling the pinch, even as demand gradually ticks up, the market hasn’t flashed strong bullish signs just yet. TrendForce projects an annual growth rate hovering between 2–5% for 2024, pushing shipments slightly above pre-pandemic levels. Post inventory adjustments, the broader market is set for a gentle recovery. However, all eyes remain on the twin giants of consumer markets—China and the US—to gauge if we can indeed anticipate a more robust shipment surge.

In the latter half of the year, the absence of seasonal market activity paired with subdued demand has not only impacted corporate profitability but also posed challenges for the upcoming year’s budgeting. Concurrently, the rise of AI and the emphasis on its foundational infrastructure might sideline IT expenditures. While Windows 10 is set to end its support in October 2025, it’s anticipated to spur a wave of business device upgrades starting in 2024. However, TrendForce believes that based on the demand for commercial notebooks, the momentum and urgency of this upgrade wave might be delayed and subdued, making significant shipment growth less probable.

On the consumer demand front, when examining the world’s economic powerhouses, China faces challenges due to a subdued economic and employment environment, casting a somewhat pessimistic view on its market development. In contrast, the US saw a robust rebound in demand in 2023, but anticipations hint at tempered growth in 2024. Europe, after undergoing a two-year demand recalibration, might witness a consumer resurgence in the latter half, should the broader economic climate brighten. Finally, Southeast Asia, buoyed by a burgeoning consumer segment, forecasts upward-trending shipments, indicating a modest growth in consumer-focused devices.

For more information on reports and market data from TrendForce’s Department of Display Research, please click here, or email Ms. Grace Li from the Sales Department at graceli@trendforce.com

According to reports in the Indian media, India has decided to delay the implementation of import restrictions on electronic products such as laptops, tablets, and servers. This delay pushes the commencement date to November 2023. As a result, Taiwanese, American, and Chinese laptop manufacturers are now reevaluating their production strategies in India and expediting their applications for importing electronic goods.
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The Chinese supply chain, led by Luxshare Precision, has secured Apple AirPods and iPhone assembly orders, while another ODM manufacturer Wingtec Technology, is gradually taking a slice of Taiwan-based orders. This development is poised to impact orders from Apple’s notebook computer between Taiwanese and Chinese factories, creating a ripple effect within the whole supply chain.

TrendForce’s Perspective:

• Taiwanese Manufacturers Face Reallocated Apple Notebook Orders as Chinese Suppliers Strengthen Their Position

Regarding Apple, MacBook assembly was primarily handled by Taiwanese manufacturers Quanta and Foxconn until 2022. With Chinese firm Wingtec progressing from small-scale trial production to mass production of M1 MacBook Air, according to reports in Chinese media, Wingtec’s Yunnan Kunming factory has also received 3C quality certification for M2 chips. This confirms that Wingtec Technology will take on a portion of the future MacBook Air orders. As Foxconn secures the production of larger MacBook Pro models, this shift will primarily affect Quanta’s share in producing Apple computers. Wingtec is set to become the first Chinese factory to manufacture complete Apple MacBook Air units. If Wingtec consistently meets Apple’s product quality requirements and secures additional orders, the fourth quarter of 2023 will become a battleground for Taiwanese manufacturers defending their orders for Apple notebook computers.

• The Taiwanese factories are accelerating the relocation of Apple notebook order production bases to Southeast Asia.

Given the slower recovery of the COVID-19 situation in China, rising labor costs, production capacity constraints, and restricted order volumes approved by customers, various electronic contract manufacturers have shifted their production focus to Southeast Asian countries, including Thailand, Malaysia, and Vietnam. Configuring production capacities for new and existing models, operating new factories, and rapidly transitioning supply chains are challenges of Taiwanese factories.

As Apple’s revenue from notebook computer products gradually contracts, the company is actively pressuring contract manufacturers to lower their product quotes. Additionally, China faces difficulties in recruiting workers, with local manufacturing labor transitioning into service-oriented roles such as live streaming, food delivery, and ride-hailing. This labor shortage has prompted Apple to actively demand that Taiwanese contract manufacturers accelerate the adoption of automation equipment to streamline factory operations, increase production output, and reduce labor costs. In light of the pressure from Apple’s orders and the emergence of the Chinese notebook computer supply chain, Taiwanese factories need to undergo further transformation to maintain their alignment with Apple and offer greater productivity and price advantages.

(Photo credit: Apple)

In the realm of specifications competition, desktop computers continue to possess numerous irreplaceable advantages. These include ease of upgrading, superior heat dissipation capabilities, and robust and durable construction, resulting in extended usage lifespans. As a result, desktop computers maintain a steadfast market demand. Due to the ease of component replacement in desktops, expandability remains a significant advantage for PC gamers. For creators and business professionals, desktop computers satisfy extensive external connectivity needs while offering superior heat dissipation. Furthermore, owing to the size limitations of laptops, desktop computers continue to provide a more comfortable user experience during prolonged usage.

Windows 10 Exit and Hardware Updates Set to Drive 2024 Upgrade Trend

In the latter half of 2022, brands and retailers aggressively cleared their inventories, a trend that continued into 2023, resulting in a sustained challenging period for the PC market. In recent years, the PC market has approached saturation, making it difficult to drive market growth through sheer quantity. Consequently, brand manufacturers have focused on business, gaming, and creator products. However, PCs inherently belong to a cyclical terminal market. With the Windows 10 operating system set to retire in October 2025 and Windows 11’s heightened hardware specifications requirements, products released before 2017 will require replacements. Additionally, it is anticipated that companies like Intel, AMD, and NVIDIA will gradually unveil new products in the latter half of 2023. This, coupled with the demands of the new operating system, is expected to trigger a noticeable upgrade trend among consumers, ultimately providing a glimmer of hope for the PC market. (Image credit: Unsplash_Alienwaregaming)

According to a report by Taiwan’s Economic Daily, the share of Chinese companies in Apple’s laptop manufacturing has expanded. After Luxshare secured assembly contracts for AirPods and iPhones, Chinese ODM Wingtec has commenced mass production of the 13-inch MacBook Air at its Kunming facility in Yunnan province, gradually eroding the historical market share of Taiwanese manufacturers like Foxconn and Quanta.

Both Foxconn and Quanta have exhibited relatively conservative stances towards the laptop market this quarter. Apple’s suppliers has typically refrained from commenting on competitor dynamics and single customer order trends. Quanta believes that the laptop market’s recovery is sluggish, with laptop shipments anticipated to decrease by 20% in the coming year. Additionally, the shift of certain Chromebook orders to an early June shipment date, coupled with a high base effect, is expected to result in a decline in the company’s laptop shipments this quarter.

On the other hand, at Foxconn, Chairman Young Liu previously stated that the company aimed to secure a larger market share in the personal computer (PC) segment. However, the decelerating momentum in the laptop industry demand is expected to persist into the latter half of the year. As a result, the third-quarter performance of the computer division is projected to remain on par with the second quarter while experiencing a decline compared to the same period last year.

Presently, Quanta is the largest assembly factory for Apple laptops, followed by Foxconn. According to China’s quality certification center, Wingtec has obtained a 3C quality certificate for its mass production of MacBook Air equipped with Apple’s M2 chip at the Kunming facility.

In the past, Apple’s MacBook Air product line was manufactured by both Foxconn and Quanta. Wingtec is the sole Chinese factory among Apple’s laptop manufacturers. Wingtec, known for its expertise in smartphone manufacturing, announced in April of this year that it secured Samsung’s 2023 smartphone and tablet ODM orders. In recent years, Wingtec has expanded its business scope to include semiconductors through acquisitions of automotive electronics firm Nexperia, successfully entering Apple’s supply chain.

Industry sources indicate that Apple is committed to diversifying MacBook laptop production to include various locations across China. Over the years, Apple has aimed to expand MacBook laptop production to more countries and companies. Analysts speculate that Apple’s ultimate plan is to allocate 55% of MacBook manufacturing to Quanta, 35% to Foxconn, and 10% to Wingtec.

(Photo credit: Apple)