While the last quarter of the year has traditionally seen strong demand for electronics, Q4 2022 was an exception as demand was undermined by the global economic downturn and rising inflation. According to DigiTimes, laptop shipments are down 16% from Q3 and as much as 40% from Q4 2021. Moreover, it is unlikely that the situation will improve in the current quarter, according to statistics from DigiTimes Research.
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The consumer notebook market was hit by overstocking, and the situation for notebook makers was exacerbated by a marked drop in demand from enterprise customers in the fourth quarter. The first quarter has always been characterized by a seasonal downturn at the beginning of the year, but now the economic downturn in the North American and European markets will be added to this. It does not appear that demand will return to normal levels anytime soon.
According to DigiTimes, shipments of laptops from the top six brands are forecast to decline in the first quarter. The largest laptop supplier, Lenovo, has more than 6 weeks of notebook inventory, with shipments in key markets Europe and China set to fall by more than 15% quarter-on-quarter.
Company supplies HP, expected to fall consecutively by 20%. The third-largest laptop supplier, Dell, will see a quarterly decline of «only» 10% due to a significant number of corporate orders. Apple, despite the release of new MacBook Pros, will suffer due to rising prices in markets outside the US and not the biggest changes in new models.
The fifth and sixth largest laptop vendors, respectively ASUS and Acer, are facing a smaller decline as they carefully reviewed their inventory in the fourth quarter of last year. The supply situation for Taiwanese contract manufacturers working for other companies is unlikely to improve, with the possible exception of Wistron, which is counting on a large number of orders from Dell on a business model.
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